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Who We Are

Mind Your Own Beautiful Business.

June 25, 2026 3 min read

For me, it started with a picture of Madonna that I saw a few years back. I remember thinking to myself - why? Why does she feel the need to look 30 when she's 65? I found it ridiculous. Then it was Kris Jenner. Then Martha Stewart. A whole list of women who've clearly "had a lot of help" and I felt were overly desperate to look young.

Meanwhile, I'd see the women aging "naturally" - Sarah Jessica Parker, Andie MacDowell, Helen Mirren - and feel admiration. Good for them. They are embracing aging gracefully.

Two completely different opinions on women. None of it any of my business, and even at the time I knew I was being judgemental and it bothered me.

I've worked hard since then to stop judging (I'm not perfect at it but getting there!) ... because no woman needs more pressure. The world I want to live in is one where women support each other instead of sizing each other up. Where what another woman does with her own face is about as interesting as what she had for breakfast.

She got the filler? Cool. She went grey? Cool. Honestly - does it really matter? Let everyone do what's best for them.

The judgment goes both ways

We seem to have a no-win situation for women and aging.

Get Botox? "She's so insecure. Why can't she just age naturally?"

Don't get Botox? "She's really let herself go. Would it kill her to try?"

Go grey? "So brave."

Colour your grey? "Who's she trying to fool?"

There seems to be no choice a woman can make about her own face that someone hasn't already decided is the wrong one. We are damned if we do and damned if we don't. That's the way 'society' is right now... but WE make up society.

Your permission slip

You are allowed to get the Botox. You are allowed to skip it.

You are allowed to colour the grey. You are allowed to let it grow in.

You are allowed to spend money on the serum, book the laser, try the treatment. And you are allowed to just wash your face with a bar of soap if you want to.

None of these choices make you vain. None of them make you a sellout. They just make you a woman making a choice about her own face.

Choose yours. Cheer hers.

This is the whole heart of Part 3 of our Aging Authentically campaign:

Choose yours. Make the choices that feel right for you.

Cheer hers. And then - here's the radical part - let every other woman make her choice without a single ounce of judgment from you. Cheer her on.

Imagine a world where women genuinely didn't care what other women did with their faces. Where "she got work done" and "she went natural" were said in exactly the same neutral tone as "she got bangs".

Imagine how much lighter we'd all feel.

You can make a completely different choice than another woman and fully respect hers. They aren't opposite. You don't have to agree with what she does to wish her well doing it.

The Choose Yours, Cheer Hers promise

I choose what's right for my face - and I let you choose what's right for yours.

I won't call you vain for doing something. I won't call you brave for doing nothing.

I won't whisper must be nice. I won't think she's let herself go.

I'll just look at you - however you've chosen to show up - and think: good for you.

Choose yours. Cheer hers. 🤍

We sell skincare, and we'd love for you to use ours - but only because you want to. However you choose to age, we're in your corner.

p.s. Explore the Aging Authentically campaign here→

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