“Anti-Aging” – How creams and serums cloud our perception

When you look at the cosmetics shelf, you see this description everywhere. You know straight away what it is about. You know straight away that you should feel addressed. Because as soon as the first wrinkles, the first pigment spots, the first signs of sagging skin appear on our faces, the race against time begins for many of us. Anti-aging care products promise the eternal fountain of youth: anti-wrinkles, anti-sagging... in other words, anti-aging.

When you look at the ingredients, it cannot be denied that active ingredients such as retinal, tocopherol, vitamin C and the like are important for the skin as we get older. What we don't think is right, however, is that this suggests that we are not enough. We want to speak out clearly against this "anti" attitude. We have no place in product descriptions and advertising materials that give the feeling that we have to fight against ourselves and our own bodies. It's about accepting ourselves - in every phase of our lives. It's about supporting our skin, understanding its needs and caring for it accordingly. And yes, this becomes more and more important as we get older. What else do we need? Feelings of shame, scaremongering and alienation of the completely natural aging of the skin.

What happens to our skin as we age?

The skin's natural processes slow down as we get older. And by the way, this doesn't just start at 40, but gradually from our mid-twenties . Collagen production slows down, which means that the structure of our skin becomes a little weaker. Sebum, which keeps the skin supple, can no longer be produced as quickly. This makes the skin drier and the skin's protective barrier more vulnerable. Viruses and bacteria can penetrate more easily. Cell regeneration also no longer works as quickly as it did when we were younger. The skin gets tired. And that's completely normal.

But just as coffee in the morning relieves tiredness, we can stimulate the skin's processes with targeted active ingredients. That's what we're concerned with: keeping the skin functioning properly. Active ingredients that stimulate sebum and collagen production and ensure more efficient cell regeneration, for example, do exactly that. Firmness, radiance and an even complexion are basically side effects that arise from targeted care with active ingredients tailored to the skin's needs. And at some point these side effects became the sole goal of care. It's a crazy world. At least from our point of view.

Anti-aging: The solution to skin aging?

Ultimately, anti-aging products have one thing in common: the recipes are designed to help the skin when it can no longer do something sufficiently or at all on its own. In principle, that's exactly right. But we question the communication, the usual jargon, surrounding these care products. Why does someone have to feel bad in order to buy a product that is supposed to make them feel better? Why does getting older have to be advertised as a reason for shame and doubt about one's own beauty? Why do terms like "anti-aging" have to be used, which first create a problem and then, as if by magic, simultaneously present the solution? This entire process is tainted by skin shaming and age shaming - and in our opinion has no place in today's world.

Cosmetics are not a means of radically reversing the aging process. They should not promise eternally youthful skin. And above all, cosmetics should not make us feel that aging is something unnatural that needs to be fought. That aging is something we should somehow be ashamed of. Something that we should not let anyone see.

Goodbye anti-aging, hello well-aging: no more shame

Well-aging, or aging well, puts the skin and its needs in the foreground. It basically turns the world right side up again. Away from the anti-attitude that makes us feel as if the skin is our enemy and makes our body less lovable with wrinkles and spots. Towards an attitude that strengthens the harmony between our skin and us. Well-aging means holistic care and real care, in the original sense.

“Anti-aging” is a relic from times when beauty was marketed as a smooth, ironed-out ideal. In the 21st century, however, the understanding of beauty encompasses so much more than just that. Beauty means that we feel comfortable in our own skin. That we can accept and love ourselves just the way we are. Charisma means beauty. Flaws and imperfections mean beauty. The term is no longer as shallow as a puddle. It goes deeper than that and has expanded significantly in recent years.

Being you suits you – at any age

Unfortunately, the focus on well-aging is not as widespread as we would like, because we often come across product names with “anti-whatever” on the cosmetics shelf and in advertising. Unfortunately, even new products from modern brands still use the negative prefix.
The attitude we adopt leaves no room for this. "Being you suits you" - this is always true and completely independent of age, gender, origin, religion, height or weight. It's about accepting ourselves, caring for ourselves and loving ourselves. For us, skin plays a central role in being in harmony with ourselves. It's about looking after it so that it is healthy and can fulfil its functions, above all: protecting us. And with the right care, it can still do that even when our skin is covered in wrinkles and is no longer 100% smooth and plump.

That's why we are anti-anti. We are committed to creating space for well-being and acceptance. Among each other and with ourselves. The principle of "well-aging" is an important building block in this mission. We want to encourage the cosmetics industry and people to rethink - and that goes much further than just recipes, packaging and sustainable production chains. Above all, we want to convey a good feeling with our brand and our products. With us and with yourself. That is the path we have chosen. That is how we make cosmetics.