The rise of ageless beauty

The rise of ageless beauty

Generation X has come of age: expect a 2020 boost for ‘ageless’ beauty

From Pink to Madonna, women in the 40-65 age bracket are all set to drive massive change in the beauty industry over the next decade. Vibrant, confident and ageless, they are at the top of their game – and they expect a flawless beauty regime to match.

There was a time when the beauty industry was driven purely by the preservation of youth, but these grown-up girls are less interested in defying the clock and all about looking fabulous, with healthy skin and a gorgeous glow, whatever their age.

Be inspired by a generation of beautiful people (including Jennifers Lopez and Aniston, Kourtney Kardashian, Cate Blanchett, Michelles Visage and Obama, Cameron Diaz, Elizabeth Hurley and Halle Berry), and choose from the latest ageless products to flatter your fabulousness:

Dermalogica Age Smart Phyto Nature Firming Serum – new from Dermalogica, its most advanced ever formula works instantly, doubling skin luminosity and reducing the appearance of fine lines. Phyto-Nature Firming Serum is an advanced, dual phase serum with biomimetic peptides and highly active botanicals from nature’s pharmacy – and it’s a must if you’re concerned about any premature signs of skin ageing due to environmental stressors and/or your lifestyle.

Dermalogica Age Bright Clearing Serum– breakouts are not just for teenagers! Dermalogica’s Age Bright Clearing Serum is a must for adults who regularly experience breakouts and uneven skin tone. A blend of active and essential oils that work with the skin’s natural microbiome to promote clearer, brighter skin, this product helps reduce visible skin ageing by fading post-inflammatory hyperpigmentation.

Gatineau Age Benefit Perfect Skin Serum – perfect if you’re over 40, this sophisticated super serum renews the complexion instantly. Great for tired skin in need of revitalisation, this intensive treatment boosts your skin’s natural functions: enriched with antioxidants, it regenerates cells and restores radiance so your skin is left feeling smooth, soft and even.

Avant Age Prestige Antioxidising Detoxifying Rose Serum– this serum is blended with revolutionary ingredients: rose works to buff away dead skin cells and impurities to reveal soft, fresh skin beneath, with light-reflective properties illuminating the skin, softening flaws and boosting radiance; cell-detox aims to improve the radiance of tired and intoxicated skin whilst smoothing micro-relief and wrinkles; hyaluronic acid penetrates deep into the skin, hydrating skin and instantly helping to improve the appearance of fine lines and wrinkles.

Dermalogica Age Bright Spot Fader – another fantastic product in the Age Bright range, this 2-in1 brightening spot treatment helps reduce the appearance of active breakouts and the marks they leave behind. Along with Dermalogica’s Age Bright Complex, it also includes niacinamide and hexyl resorcinol to fade blemishes and improve uneven skin tone.

Elemis Pro Collagen Marine Mask  – this luxurious cream mask contains powerful anti-ageing ingredients to provide a ‘face-lifting’ effect. A luxurious cream mask, it instantly uplifts and hydrates skin for a firmer appearance.


Dermalogica Age Smart Multivitamin Power Serum– the ultimate serum containing micro encapsulated vitamins A, C and E to help increase skin recovery, and decrease fine lines and age spots. Boosting elasticity levels, this skin-strengthening protein peptide overrides the biochemical triggers that lead to skin ageing.


Gatineau Age Benefit Night Elixir  – formulated for the over-50s, with the highest concentration of Age Benefit technology, this powerful treatment works to correct pigmentation flaws, smooth lines and wrinkles, boost radiance, firm and rehydrate the skin…all while you sleep. Enriched with artichoke leaf and hibiscus extract, this nighttime miracle worker rejuvenates the skin for a glowing complexion. An ideal treat for the Gen-Xers!