The concept that women of a certain age have of being erased from public view (prevalent in the beauty and fashion industry up till now) is disappearing. And skin care is no exception. The philosophy behind targeting the needs of women in the over 50 age group is not about hiding your age any longer, but investing in your skin health.
Even the term “anti-aging” is coming under fire and consumer advertising is resolving in many instances to stop using it, focusing on “pro-aging” instead. What we’re discovering is that although skincare products are claiming to address wrinkles and sagging skin, the approach makes a difference. If you’re not a “woman of a certain age” now, you someday will be. We believe beauty is intensely personal, and not only for women over 50 – but all women. The beauty industry is finally beginning to improve how they address the needs of women by speaking to them with people that look like they do and with language that empowers, not shames. Diversity rules – we want our beauty to be relatable and real - a range of faces that haven’t been Photo shopped into unreality or that all look the same.
The goal is to not just to look good but be healthy for your age and your skin type. And you know what’s coming – here’s a short list of 7 ingredients we recommend you have in your skincare arsenal to help you be
your best beautiful.
1. Peptides to Boost Collagen
When applied topically to the skin, peptides - EB Super Emollient Crème - act as little messengers, triggering skin cells to perform specific functions such as building collagen and elastin. Peptides are naturally occurring biological molecules.
2. Vegan Retinol
Retinol (Euro Botanicals Vitamin A Crème & Serum) is still the gold standard of skin repair and renew. Retinol is the most studied skincare ingredient in the world. It boosts collagen and fights wrinkles, fine lines, and problem skin breakouts. Retinol essentially encourages cells to turn over more rapidly.
3. Hyaluronic Acid to Plump & Firm
Hyaluronic Acid has the amazing ability to attract water to the skin. It holds 1000x its weight in water to plump and hydrate skin cells. This means firmer, softer and tighter-feeling skin.
5. Glycerin to Hydrate
Research has shown that glycerin (an ingredient contained in many of our products) mimics what’s known as skin’s natural moisturizing factor (NMF), which is why it’s compatible with all skin types and ages. Replenishing skin’s NMF is important because it decreases as we age and as the result of environmental exposure. Adding glycerin to your routine will smooth and hydrate skin.
6. Amino Acids to Smooth
Skin science suggests a proprietary blend of amino acids to maintain smooth, healthy, glowing skin. These include Arginine, histidine, methionine, lysine, proline, leucine and glycine. Without question, topically applied amino acids will improve your skin tone and texture.
7. Topical Vitamins to Nourish
A blend of Vitamin C, Vitamin E and Vitamin B5 is important for soft and healthy-looking skin. These are anti-inflammatory vitamins which help stimulate the skin's natural healing process. These vitamins help reduce skin irritation and restore balance.