The shift away from anti-aging to pro-aging has many of us hopeful that the ridiculously high beauty standards of western culture will finally step into reality. I mean, seriously, I will never have a thigh gap, wrinkle free face, or permanently pouty lips. The insane “I’m 90 and look 12” ideal has seen its (bonkers) moment. With that in mind, I created this video to go over my top 5 beauty brands for the pro aging woman. The last brand is in its infancy stage, and I chose to include it because of two reasons. First, I like to promote new founders, and second, I think it’s an intriguing concept! That being said, let’s head into pro aging essentials. 

#1 Prime Prometics

Cruelty free,  nontoxic, family owned and with competitive products like the Prime Lash Mascara and Primer, I’m giving Prime Prometics center stage.

Key points: 

They also carry a water repellent eyeliner pencil that I like, eyelash volumizer (if big lashes makes your skirts fly up), lipsticks and skin care that I haven’t yet sampled. As a pro-aging beauty line, they use mature women as models (HALLELUJAH) and have reviews from actual, normal people. Gotta love that. 

#2 Merit Beauty  

With a minimalist approach, this newly minted mainstream brand started with a focus on mature skin, and has since broadened their audience to include a chic, contemporary and modern woman. I don’t fault them for this. In the competitive world of beauty, brands must consider a wider audience without losing its main customer base. Having said that, I own about 10 Merit Beauty products and I love them and use them in my professional makeup work.

Key points: 

• Clean + EU compliant
• Vegan + Leaping Bunny certified
• Minimalist approach
• Products stay on and look great 

My personal favorites: brush #1, contour, lipsticks that rock, and Instant Glow Serum that adds a lovely glow to the skin. The foundations are good for everyday wear, but not my favorite for in front of the camera. Clean beauty foundations, although desperately needed in the toxic world of beauty products, are frustratingly hard to make and compete in any real way with regular foundations. Use them anyway. 

#3 BOOM Beauty

Started by a silver haired makeup-artist-turned model, BOOM directs its attention to mature skin, clean products and positive pro-aging messages. A note on the “clean” beauty moniker. Clean and nontoxic are used interchangeably, and this doesn’t mean there are no chemicals in products. I lean toward nontoxic products with a pro-aging message which is why I have picked BOOM and the others in this article. Having said that, brands lie all the time and you should still do your homework on what you are putting on your face.

Key points: 

• Clean, nontoxic products
• Use mature age women in marketing
• Cruelty free
• Pro-aging message

My favorite products: BOOM Sticks are sheer, buildable and easy to pack with you, the face oils are lovely and I used the BOOM Brow until it ran out. I’m not so keen on the waterproof mascara, it ends up under my eyes which as we know is not fun to remove mid-day. Otherwise they are a winner. 

#4 Truth Treatment Systems

Developed by Ben Fuchs, pharmacist, nutritionist, and skin care chemist, it’s my hands down favorite skin care brand. If you follow me, you’ve heard this before. As an esthetician and skin care nerd, Truth Treatment Systems uses top shelf ingredients that work. For example, their Transdermal Vitamin C is oil soluble THDA (tetrahexyldecyl ascorbate, one of the best on the market). With over 75% of this powerful ingredient, you will see results and do a leap of joy. Having said that, this is a high end brand so put on your big girl pants when you check the prices. In my world, I don’t mind dropping the cash if one bottle lasts 3 months and it works, but you do you.

Key points: 

• Small ingredient deck loaded with active ingredients (major bonus)
• Nontoxic/clean
• Only need 2-3 drops per day
• Marketing that directs toward mature skin with practical solutions

TTS does use the word anti-aging in their marketing, but I forgive them in the same way I forgive Merit Beauty for broadening their audience. A huge portion of mature women google the word anti-aging, which means it’s hard (if not impossible) for any skin care brand to banish it. My favorite products are the Transdermal C Serum, Hyaluronic Acid, and Biomimetic Mist. I use them daily. 

#5 Better Skin RX 

Please forgive the website, this brand is a work in progress. Better Skin RX carry zinc and copper skin patches (dots) that have several uses. They kill bacteria found in acne and rashes, improve blood flow, collagen production and inflammation. You can put them in your shoes to eliminate foot odor and in a face mask to operate as a micro current for the face. They are small, easy to use, and weirdly effective. For example, I had a rash on my face and with all the tricks up my sleeve I couldn’t get rid of it. I put a copper patch on the rash and the next day it was gone.

Key points: 

• Affordable
• Multi use
• Kills bacteria quickly
• Use in a face mask, shoes, or directly on the skin

One side note, when I applied the copper dot to my face, I could feel the micro-current in my teeth. When I use my normal micro-current machine I can also feel it on my teeth, so it makes sense. I would say if you don’t like that feeling then micro-current isn’t for you, or put the dots inside a face mask and you won’t feel it at all. As a new, developing brand, I give the founder kudos for his idea and wish him the best.  

Pro-Age Rules the World

As a former model and makeup artist, I have seen a lifetime of women scared out of their wits to age, and taking an obscene amount of (expensive) measures to prevent it. I could barf. With a new world of pro-aging brands emerging I can kick up my heels and rejoice, in the hope that this trend takes on a life of its own and influences both brands and consumers to respect, admire, and honor aging and older women. Pro-aging vs anti aging can slug it out, and fingers crossed humanity comes to its senses. Let us hold hands in a moment of silence, it’s happening.