Stage 1: Women over 40 were invisible in media. You just didn't see us.

Stage 2: Women over 40 started showing up - but only the ones who looked 30.

Stage 3: Now we have AI women over 40 who look like they've never aged a day, have no pores, and were are literally not real.

Not one single stage of this was ever about what's actually possible for an actual human being. So if you've been quietly failing a test you never signed up for - you're not failing. 　

We are real. The bar is not. 🤍

~ Frankie

I asked AI to make me a picture of a 52-year-old woman. Simple, right?

What I got: a 24-year-old in an ugly blazer.

So I typed "older." AI gave me an old looking grandmother in a rocking chair… knitting.

"No, in between." 🤓

Twelve tries in, I'm sitting there thinking... does this thing believe we just skip decades? Like women turn 39, disappear for four decades, then reappear at 80 in a cardigan?

And then I realized why this was happening.

AI learns by looking at millions of photos of people online… and there are very few middle-aged women online compared to young or really old. AI is actually only mimicking what is available for it to learn from online - It's not being rude; it literally doesn't see us much so it has trouble ‘making’ us. OMG.

So AI isn't broken or nasty - It's just holding up a very honest mirror to how invisible we've been this whole time. 😳

Which means … when you see those AI images of ridiculously perfect 40 and 50 year olds, the problem isn’t necessarily just AI, it’s the fact that companies don’t put out ‘real’ women in this age bracket anywhere online to begin with. AI is simply compounding the already existing problem.

That's not your face failing the standard. That's a standard that forgot to include your face. 

 🤍

~ Lisa

You can't control the algorithm.

You can't control what AI generates.

You can't control what the beauty industry decides is acceptable this year.

Here's what you CAN control:

✅ Who you follow

✅ How you talk to yourself in the mirror

✅ What you put on your skin and why

✅ Whether you choose yourself over an AI fantasy

Start there. That's enough. 🤍

~ Frankie

Here’s what we’ve been told for years…

Beauty = perfection.

Perfection = smoothness.

Smoothness = no texture, no wrinkles, no spots, no lines.

Here’s the actual truth: Perfection isn’t even beautiful. It’s uncanny. It’s the reason AI faces make us vaguely uncomfortable even when we can’t say why.

Real beauty has character. Real beauty has texture. Real beauty shows you’ve been somewhere and done something. AI doesn’t have any of that. But we do.

~ Frankie

It has texture. It has pores. It has expression lines.

None of it is a flaw. The only reason it might feel like a flaw is because you've been shown AI skin, filtered skin, and lit-within-an-inch-of-its-life skin so often that normal skin started to look abnormal.

It's not. You're not. We're all just real.

Please remember that.

~ Frankie

"Flawed."

Say it out loud (or in your head!).Now tell me - does that feel like an insult or maybe just… a description?

Flawed means having imperfections. Imperfections means being real. Real means being human.

I'll take flawed over perfect any day.

Especially when "perfect" means "AI-generated" and "flawed" means "actually alive."

Flawed is not a bad word. It never was. It's not. You're not. We're all just real.

Please remember that.

~ Frankie

Kintsugi is the Japanese art of repairing broken pottery with gold.

The cracks don't disappear. They become the most beautiful part.

Every wrinkle you have, every line, every spot, every sag - it's a crack filled with gold.It's proof you've been used. That you've been lived in. That you're not pristine because you've actually been somewhere.

The Japanese don't hide the cracks. They celebrate them.

Let's work on doing the same.

~ Frankie

This is what FEARLESS looks like.

Fearless like knowing the world wants you to SHRINK, to SMOOTH, to APOLOGIZE for your age - and showing up anyway.

REAL. TEXTURED. PRESENT. UNAPOLOGETIC. In a world full of filters, be UNFILTERED. In a world full of AI perfection, be PERFECTLY IMPERFECT. In a world that profits from your insecurity, be SECURE. In a world that tells you to look younger, look like YOURSELF.

You are FLAWED. You are FEARLESS. You are BEAUTIFUL.

And nobody - no algorithm, no ad, no AI - gets to tell you otherwise.

~ Frankie

Four months ago, we introduced you to Frankie... our fearless and friendly mascot.

She's had quite a year. She wrote letters to her wrinkles, her neck, her laugh lines. She stopped buying skincare out of panic. She learned to cheer for other women. She stared down an AI and didn't blink.

And somewhere along the way - hopefully... a lot of us did too.

Part 1: Dear Wrinkles - we started the conversation with ourselves to have a truce.

Part 2: Don't Need. Just Want - we changed the language.

Part 3: Choose Yours. Cheer Hers - we stopped judging.

Part 4: Flawed and Fearless - we showed up real.

Thank you for being here for all of it.

~ Frankie

We need to talk about something. And by "something" I mean the small mountain of rejected AI images of me living in Lisa's trash folder.

See, when Lisa decided to create me - Frankie, your 52-year-old campaign avatar - she learned something fascinating about artificial intelligence:It has absolutely no idea what a middle-aged woman looks like. She typed "52-year-old woman." AI gave them a 22-year-old with a blowout.She typed "older woman, some wrinkles." AI gave them someone's great-grandmother. She typed "woman in her 50s, natural aging." AI gave them a supermodel with one strategically placed laugh line.

Apparently in AI world, women go from 25 to 85 with absolutely nothing in between.We're not kidding.

And here's why it actually matters: if AI can't even imagine what we look like, no wonder the beauty standard feels impossible. We've been erased from the algorithm. Middle age doesn't exist in the dataset because middle-aged women have been invisible - in advertising, in media, in everything - for so long that the technology literally doesn't know what we look like.

These bloopers are funny. But the reason behind them? Not so much.You deserve to exist in every algorithm. At every age. As you actually are.

~ Frankie

Dear everyone who came along for this campaign ride - Thank you.

This campaign started because I was tired of being a skincare company that made you feel bad about aging while also selling you the solution. I still sell skincare. I still think it matters a lot.

But I hope that after this, when you reach for a product, it's because you WANT to take care of yourself - not because we made you afraid of your own face.

Frankie thanks you too. And so does every version of you that ever stood in front of a mirror and had complicated feelings.

You are enough. You always were. ~

Lisa

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