Aging Authentically Campaign

Read the whole campaign

Aging Authentically ran from April to September 2026. Every letter, post, survey and blog is here to read, start to finish.

Start with Part 1

Jump to the 4 parts ↓

Aging Authentically: The Confession

I'm Lisa. I'm 53, and I run a skincare company.

And I have a confession: I've spent years telling women how to take care of their skin while simultaneously standing in my bathroom having a full existential crisis about my own neck.

The irony is not lost on me.

Here's the thing - as a skincare company, we've played a part in a message I'm not comfortable with anymore: that you need to look younger. That aging is a problem. That wrinkles are the enemy.

I call BS. On myself. On the industry. On all of it.

You don't 'need' to look younger. But if you choose to invest in your skin? We're here for that.

It's about choice - not pressure. Not obligation. Not panic-buying eye cream at 2am because Instagram made you feel like a "before" photo.

This is Aging Authentically. And I want you to meet the woman who led it. 🤍

Meet Frankie

She's 50ish. She's got wrinkles she has complicated feelings about, and absolutely zero interest in pretending to be 30.

Frankie isn't me. But she could be me. She could be you. She could be your sister, your best friend, your coworker.

She's every woman who's ever looked in the mirror and thought: "... when did THAT happen?"

For 24 weeks, Frankie said the things we all think but don't say out loud. About wrinkles. About procedures. About judgment. About what beauty really means when everything around us is literally filtered and fake.

It got a little emotional. Definitely a little funny. And a lot real.

4 parts · 24 weeks