DO recognize that a woman’s beauty is indeed endless; promising us magic potions that will keep us young is downright wrong; and the rightful, respectful and fabulous role the beauty industry can play is to provide us with great products that help keep us healthy and looking and feeling beautiful at every age.

DON’T use any anti-aging, age-shaming or youth-centered language in their marketing and product names and descriptions and, in many cases, have also taken their efforts against ageism several steps further by being publicly outspoken about the problem and have made being pro age part of their corporate culture and overall ethos.

COMING SOON you will also find a special seal on the website and packaging of the growing number of brands in this Guide that have taken the EBC Brands-Against-Ageism Pledge. The EBC created the Brands-Against-Ageism Pledge as a way for brands to further showcase their pro age commitment and distinguish themselves as such from other brands at a time when more and more women are factoring ageism into their brand choices. Adding a visible seal with the Pledge’s name to the brand’s website and packaging gives consumers an easy way to identify them as a pro age brand.

PLEASE get in touch if you know of other pro age brands that we should add to the Guide. The Guide is continually updated on a regular basis.

ONE MORE THING: The brands in this Guide are all independently owned and founded by women. Also, many exclusively target and develop their products to serve the particular needs and interests of women 45 and over.