At the 2023 Golden Globes, members of the over 60s club took home the gold. Wins from Jennifer Coolidge, Angela Bassett and Michelle Yeoh came as a breath of fresh air in the representation of strong and inspiring mature women. Coolidge, Bassett and Yeoh smashed several ceilings this year, which is a gentle reminder that all women can be empowered by our age. 

The buzz following the Golden Globe awards has been palpable, exciting and emotional. The achievements of these women have cut through the pervasive barrage of ‘anti-aging’ sentiments expressed to women and the biological timer unwillingly appointed to them. Aging is a privilege, but it often doesn’t feel that way. For those of us lucky enough to age into our golden years, we often face ‘age-anxiety’ about what is to come and how we will change. This sentiment was expressed by Coolidge in her touching and hilarious acceptance speech: 

While failing to become the queen of a small country, Coolridge did manage to become the queen of social media - having millions of supporters across both Instagram and Tiktok. 

However, the coverage of these wins by popular media has been framed as ‘age defying’, suggesting that it’s ‘never too late’ to achieve your dreams despite your age – seemingly missing the whole point. In our view, these women aren’t winners despite their age, but because of it. What we know is, age shouldn’t hold you back and it isn’t something that we should be made to be fearful of. Whether it be getting your dream job, your dream wardrobe, your dream skin or nailing a new hobby. This is something we, along with many other mature aged women, feel strongly about, and it's nice to see the world finally catching up. 

Within our category, mature skin care, messaging on how women should age is not scarce. Unfortunately, women are bombarded with expectations on how they should and shouldn’t age, the best ‘anti aging skincare routine’ they should adopt. We try to do things differently at Wrinkles Schminkles. We like to think of ourselves as a brand that is anti ‘anti-aging’, and hope to inspire women to embrace their age and feel comfortable in their own skin - whether it be through adopting skincare which minimises signs of aging or not. We offer products to people who want to minimise or prevent signs of aging, instead of suggesting this is something women should do. We equally believe that women should not be shamed for seeking methods to minimise their wrinkles and lines, just as they should not for choosing not to use such methods. 

Mature women are having their moment on the world stage, and we couldn't be happier. Here’s to being older, bolder and as flawless as ever.