The beauty industry has long been criticised for its narrow and often exclusionary definitions of beauty. Traditionally, this sector has favoured youth, perpetuating the notion that beauty is synonymous with being young, while often neglecting or outright excluding older women from the spotlight. This age-old bias has contributed to a culture where aging is seen as something to be feared or hidden, rather than celebrated. However, the tides are turning, thanks to initiatives from forward-thinking brands like Dove.
Dove’s new “Beauty Never Gets Old” campaign is a powerful statement that boldly challenges these outdated norms. In an industry that has largely marginalised older women, this campaign is a refreshing and much-needed celebration of the beauty that comes with age. Launched in honor of the 67th anniversary of its iconic Beauty Bar, Dove’s campaign features real women over 60, showcasing their timeless elegance, confidence, and strength. This move by Dove is not just a marketing strategy; it’s a social commentary on the importance of representing all women, regardless of age, in the media.
The significance of Dove’s campaign extends beyond mere representation. It is a direct confrontation of the ageist stereotypes that have been deeply ingrained in our culture for decades. These stereotypes have led to the unrealistic beauty standards imposed on women of all ages, making many feel pressured to maintain a youthful appearance at all costs. By spotlighting the grace and glamour of older women, “Beauty Never Gets Old” sends a clear message: beauty is not confined to youth. Through this initiative, Dove continues its long-standing mission to promote inclusivity and authenticity in the beauty industry. The campaign reinforces the idea that every woman deserves to see herself represented in the media, not just the young.
But Dove is not alone in addressing the issue of age within the beauty and skincare industry. While Dove focuses on celebrating the beauty of aging, other brands are tackling the opposite end of the spectrum—namely, the growing pressure on young girls to adopt adult beauty standards at an increasingly early age. The teenage skincare market is booming, with more young girls embracing complex 10-step beauty routines that were once the domain of adults. A quick scroll through TikTok reveals a startling trend: many school-aged children now possess more advanced skincare and makeup collections than most adults. This phenomenon has raised significant concerns about the pressures being placed on young people to conform to adult beauty standards far too early in life.
In response to this trend, Kiehl’s, a brand known for its dermatologist-tested and natural beauty products, has taken a commendable stand. Kiehl’s has launched a campaign that encourages kids to step away from the vanity mirror and focus on simply being kids. The brand’s initiative, “Takes a Stand: Promoting Age-Appropriate Skincare for Children,” emphasises that childhood should be about play, exploration, and self-discovery—not premature beauty routines. Kiehl’s campaign is a call to action for parents, educators, and the industry as a whole to reconsider the messages being sent to young consumers. By prioritising the well-being of young people over profits, Kiehl’s is setting a positive example for the rest of the beauty industry to follow.
The campaigns by Dove and Kiehl’s are not just marketing efforts; they signal a much-needed shift in the beauty industry towards more responsible and inclusive practices. Dove’s campaign celebrates the beauty of aging and directly challenges ageist norms, while Kiehl’s advocates for age-appropriate skincare and the importance of letting children be children. Both brands are leading the charge in creating a more inclusive and authentic representation of beauty, setting new standards for others in the industry to follow.
As these brands continue to redefine beauty standards, they remind us that real beauty is diverse, ageless, and should be celebrated at every stage of life. Whether it’s embracing the wrinkles that come with age or allowing children the freedom to enjoy their youth without the pressure of beauty routines, Dove and Kiehl’s are championing a more inclusive vision of beauty. It’s time for the entire beauty industry to embrace this change and ensure that all individuals, regardless of age, feel seen, valued, and celebrated. The future of beauty is one that is inclusive, authentic, and reflective of the diverse world we live in—and it’s about time.
