This Is Exactly What's Wrong With Anti-Ageing

When was the last time you saw a woman in her 50's across a billboard or on the cover of a glossy?

Now before you say you see them regularly in advertisements for wrinkle-banishing serums or for the age issue of a magazine, think again. Do you really see them or do you actually see an airbrushed version of them that looks 20 years younger than their actual age? We thought as much.

In a nutshell, that's what's wrong with the anti-ageing industry. As its very name suggests, it's against ageing and there's a multi-million dollar industry thriving off it. So it begs the question, what's wrong with ageing and why are we so intent on turning a blind eye to it? An industry-wide obsession with youth has only propelled the problem further. Every few months, a new cream or serum is launched with water from the fountain of youth and that will blur your lines to give your skin of a 12-year-old girl.

Are we allowed to exist with fine lines, crow's feet and sagging skin or does every indication of our impending age need to be airbrushed and lifted to show that, no, she didn't age at all since she was 25? Mark Twain once said, "Do not complain about growing old, it is a privilege denied to many." And rightly so! Growing older comes with its perks like independence, growth and maturity. So in the grand scheme of things, what are a few wrinkles and creases?

Fortunately, it isn't all that bleak for the ageing industry because pro-ageing is slowly making its presence felt. Designers, cosmetic houses and fashion brands are looking beyond the typical age for leading faces and are opting for stunning seniors instead. At 82, Judi Dench continues to lead movies while Helen Mirren is beauty brand ambassador at 72. The likes of Sridevi, Madhuri Dixit and Rekha continue to stun, even as they hit their 50's. So do Iris Apfel and Joan Didion. It may have taken its time to arrive on the scene but we can't wait to see where pro-ageing goes next.

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