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With age comes wisdom, there’s no if’s, and’s, or but’s about it.
And the pro-age movement is here to help you harness these gems in an impactful way.
The confidence, empathy, and inner strength you’ve earned over the decades is a treasure trove of riches worth more than gold.
And you can pull from it any time to improve the lives of yourself and those around you.
From work to passions to beauty, in this blog we are exploring how the pro-aging mindset of inherent worth can influence and uplift every facet of a silver queen’s life, and imbue her with the confidence to take on the creation of her post-caring-about-others-opinions world.
Even in the era of over-50 influencers and second-act careers…
The sad truth is that aging is still feared in society, especially for women.
Let’s start with some not-so-fun facts, shall we?
A New York Post survey of 2,000 employed Americans found that 40% of women believe they will be disadvantaged at work due to menopause. Additionally, 38% worry that their age will negatively affect their job.
In 2022, the American Psychological Association reported that 65% of older adults regularly encounter jokes or messages in the media suggesting they’re unattractive or undesirable, promoting ageist stereotypes.
While publications like The Guardian have highlighted the rise of actresses in their 50s, 60s, and 70s taking on leading roles in 2025, this hasn’t always been the case. Multiple studies over the past decade have cited how very few mature women can be seen in titular Hollywood roles.
A 2019 AARP survey found that 74% of Boomer women (aged 55-73) and 64% of Gen X women (aged 39-54) feel that older adults are underrepresented in beauty advertising.
Research shows that Women aged 65 and older spend an average of $19,700 annually on healthcare expenses, compared to $18,331 for men in the same age group.
And the worst part? Age discrimination laws don’t protect mature women the same as they do for older men.
It’s no secret that a lot needs to change in our world to ensure fair treatment for women over 50.
But even so, lasting change begins with you.
We don’t mean to call you out, silver queen. But here’s the thing…
For some women of a certain age, the wild goose chase for eternal youth is so deeply ingrained in their minds, that the term “anti-ageing” doesn't even raise eyebrows.
They’ll buy wrinkles creams that falsely promise to erase fine lines, receive injectables without the proper research, and buy the dreaded eyeliner aimed for 20-somethings.
And can you blame them? The media has been brainwashing us since the beginning of time.
However, these are all the reasons why the pro-age movement is so essential.
And gives us an even greater reason to spread the three Ps… Prime, positivity, and the power of embracing the art of aging.
“I'm excited about what's left of my life and who I've become that I can bring to the table,” 62-year-old Jodie Foster said after her 2025 Golden Globes win.
“So for me, this is the most contented moment in my career, and I never would've known that. But something happened the day I turned 60.”
The beloved actress isn’t alone, joining a legion of women over 50 who are finally beginning to accept that the aging clock is a blessing, not a curse.
While “feeling 20 again” is romanticised in movies and modern culture, many women have rocky youths.
They tend to fall down repeatedly, albeit picking up dozens of life lessons and a priceless sense of maturity along the way.
These “blessings in disguise” then amalgamate to make the 50s, 60s, and 70s the “happiest times” of their lives.
But even so, this inner equilibrium isn’t always appreciated, and women are actively encouraged by society to “turn back the clock”.
The Pro-Age movement says “NO”.
It is all about empowered aging.
As a part of the pro-age revolution, women understand that they grow more valuable in their inner resources with each passing day. And their focus is on being the best at their age that they can be.
It’s intensely personal. And it frees you up to cherish your own progress in life, without the challenge of “perfection” or “looking younger” looming on the horizon.
Pro-age is the first step towards real equality with men, who are viewed with increasing respect and authority in deference to their age.
And the pro-age movement desperately needs your pledge and support.
To understand what pro-age make-up is, we need to understand anti-aging.
Anti-aging is a sentiment that shames you for the signs of aging. It says that because you've been around the sun more times, that somehow your intrinsic worth has taken a hit.
Anti-aging proclaims that it is possible for women over 50 to look like a 20-year old, and not just that — it is essential to be 3 decades younger to qualify as being "beautiful".
But a few powerful souls said “no way, forget that!” and kickstarted the pro-age lifestyle; the polar opposite of these problematic opinions.
And we love them for it.
Pro-age make-up is born of the pro-age movement.
And the difference between anti-aging & pro-aging is subtle yet powerful.
Pro-aging says physical looks have nothing to do with your self-concept or self-worth. After all, beauty is subjective!
It lies in the eyes of the beholder. It transforms from one century to another, and even from one decade to the next.
Pro-age makeup is defined as cosmetics and skincare that's researched and tested to:
Soften the effects of decades of stress, toxins, and not feeling enough.
Accentuate your features to flatter how they are today!
Cement this new found skin and cell health well into your 50s, 60s, and beyond.
It's not about hiding, it is about finding & unveiling your best self, at every age.
But pro-age make-up isn't the end all and be all - the revolution also lies in the support.
Pro-age brands like ours must build a community nurturing this positive and empowering sentiment.
Helping women look their best — but also helping them wake up to the fact that experience trumps youth and like fine wine, aging renders them more graceful, more valuable, and a lot more worthy.
Grece Ghanem
Since beginning her Instagram page nearly a decade ago to celebrate her fearless approach to fashion, Grace Ghanem has become one of the most prominent over-50 influencers worldwide. When she isn’t dressing in streetwear or cultural pieces, the 60-year-old likes to show a bit of skin to challenge the notion of “age-appropriate dressing.”
And her 1.6 million followers (plus brands like Club Monaco and Sephora, whom she’s collaborated with) can’t get enough.
Tracee Ellis Ross
At 51, Tracee Ellis Ross is an acclaimed actress and entrepreneur. She founded Pattern Beauty in 2019, which has since grown into one of the most successful hair care brands around. With more than 70 products catered to Black hair, Ross creates products that balance inclusivity with innovation — and she did it all while she was pushing 50 years old. It’s never too late to chase your dreams, beauties!
Barbara “Babs” Costello
Also known as @BrunchwithBabs, is the beloved internet grandmother you didn’t know you needed! With her wholesome content — largely rooted in traditional family values, home cooking, and generational wisdom — she’s become a comforting figure for almost four million Instagram followers. Whether you need a tasty recipe or tasteful advice, Babs puts a modern twist on an old-fashioned way of living.
Babs' content is rooted in traditional family values, homemaking, and generational wisdom. She shares easy-to-follow recipes, cooking hacks, and practical household tips, often sprinkled with heartfelt advice on parenting, relationships, and life in general. Her warm, grandmotherly presence makes her feel like a comforting figure for viewers of all ages.
Image Source: @brunchwithbabs
Image Source: @tamsenfadal
Tamsen Fadal
An American journalist and author, the 54-year-old Fadal has become a prominent menopause advocate over the years. Her upcoming book, 'How To Menopause: Reclaim Your Health, Take Charge of Your Life and Feel Even Better Than Before,' is set to release in March 2025. Fadal also co-produced 'The M Factor: Shredding the Silence on Menopause,' a documentary aiming to raise awareness about this often-trying time in a woman’s life.
Paulina Porizkova
Three decades after her first modeling campaign with Estée Lauder in the late 1980s, Porizkova has returned to the brand as Global Brand Ambassador — with a beautiful mission. The anti-ageism activist has worked tirelessly to fight against harmful stereotypes for over-50 women, and can’t wait to make a difference as a makeup mogul.
“Unlike the first time around, this is more than a job. It’s my purpose.” Porizkova says. “It’s an opportunity to be exactly who I am, to speak only about products I genuinely love and believe in and to show women around the world that with age comes power and possibility.”
The pro-age revolution isn't one-size-fits-all — it's deeply personal for every woman over 50. Each silver queen has her own interpretation of beauty and value on her own terms, free to embrace what truly brings her joy. For some, it might be the confidence that comes with receiving genuine compliments about their wisdom or maturity, rather than just appearance.
Others might find fulfillment in developing a personal style that celebrates their current selves rather than chasing youth. And many discover liberation in the ease and inclusivity that comes with finding beauty tools made for their hands. Hint hint: our PrimeEyes Glide Eyeliner and PrimeSkin Foundation Brush are approved for those with hand-tremors!
Here’s what brings joy to our silver queens through the power of pro-age makeup, one glowing review at a time:
Pro-age is a lifestyle. A movement. A revelation. But perhaps most of all? It’s a lifeline for every silver queen who’s ever felt like she didn’t live up to the beauty standards of society. From Hollywood icons like Jodie Foster and Demi Moore to everyday women looking for support, Prime Prometics has made “anti-aging” into a term we no longer speak. One stunning, pro-age eyeliner or mascara at a time.
Our brand is honored to walk alongside you, creating products that validate your experiences, your beauty, and most importantly — your worth that only increases every year. Welcome to the pro-age movement, where getting older isn’t just accepted, but enamored!
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