Skincare brand Willowberry is once again putting age positivity front and centre with its annual National Age Without Apology Month, held every June to celebrate age and the ageing process. Launched in 2022, the initiative challenges outdated beauty standards by promoting a positive and realistic portrayal of growing older – without apology.
In an industry long dominated by “anti-ageing” promises and wrinkle-fighting rhetoric, Willowberry is rewriting the rules. Rather than chasing youth, the brand encourages embracing your age with confidence and self-assurance – what it calls “giving grown-up a glow-up.” The 2025 theme, Get Your Glow, invites people to approach age as a time of empowerment, encouraging women to glow from the inside out; whether through skincare, mindset, fitness, fashion or food.
Throughout June, Willowberry is collaborating with experts to share practical advice and inspiration, helping people discover how to Get Their Glow in everyday life. The brand is also calling on individuals, companies and the media to help shift the narrative by posting selfies and stories that celebrate ageing. Social media users can take part by tagging @willowberryskin and using the hashtags #AgeWithoutApologyMonth and #GetYourGlow.
“We launched our National Age Without Apology Month to help spread a better message on ageing on a wider scale,” says Jenni Retourné, Founder and Director of Willowberry. “Over the years it has gained its own momentum, sparking conversation internationally across the internet and social platforms.”
This mission is supported by the findings of Willowberry’s Age in Beauty Surveys, which gathered insights from over 1,000 women aged 30 to 80. Results revealed a strong appetite for change:
- 97% want to see older women in beauty imagery
- 85% want to see positive & realistic wording about age in beauty
- 72% either don’t like the term ‘anti-ageing’ or don’t believe it
- 50% don’t look forward to getting older due to anti-ageing messaging
- 75% of women feel younger than their age on the inside
- 85% feel midlife skin in beauty imagery is often either unrealistic, or not represented
- 75% feel less visible or invisible compared to when they were younger
- 70% most enjoy having more wisdom and experience
To further push the industry forward, Willowberry hosted an expert panel talk titled “How Can We Best Represent Age in Beauty?” bringing together top beauty press, brands and agencies to spark meaningful dialogue and action. Watch the discussion here.
Willowberry’s message is clear: age isn’t something to hide, it’s something to honour. With National Age Without Apology Month, the brand is helping women everywhere rewrite what it means to age – one glow at a time.
