As the founder of Kleer Skincare, I am passionate about promoting inclusivity and representation in the beauty industry. It’s no secret that the beauty industry has a problem with promoting unrealistic beauty standards, particularly when it comes to age. The lack of representation of mature skin models in the skincare industry is a clear reflection of this problem.

Walking into an Ulta or Sephora can be an intimidating experience, particularly for those with mature skin. As someone in my late 30s, I can relate to feeling uncomfortable and out of place in the beauty space. The women pictured that are my age range are often celebrities with perfect, flawless skin. This lack of representation can make individuals feel like they don’t belong in the beauty space and contribute to feelings of inadequacy and insecurity.

Studies have shown that the beauty industry’s emphasis on youth and flawless skin can have a negative impact on mental health, particularly among women. According to a study by the Royal Society for Public Health, social media platforms such as Instagram can contribute to anxiety, depression, and poor body image. The constant exposure to edited and filtered images can create an unattainable standard of beauty and leave individuals feeling inadequate and insecure.

So, why is there a lack of representation of mature skin models in the beauty industry? One reason is that younger models are seen as more aspirational and desirable to consumers. They represent the idea of youth, beauty, and vitality that we all want to achieve. Another reason is that younger models are often chosen because they have fewer imperfections and blemishes on their skin, making it easier for brands to showcase the efficacy of their products.

However, this approach to beauty marketing is not only exclusionary, but it’s also unrealistic. The truth is, no one has perfect skin, and as we age, fine lines and wrinkles are a natural part of the aging process. By continuing to promote the idea that flawless, youthful skin is the only ideal, the beauty industry is perpetuating unrealistic beauty standards that are harmful to women of all ages.

At Kleer, we believe in celebrating the beauty of all ages, skin types, and tones. Our marketing campaigns feature women from all walks of life, including those with mature skin. We believe that beauty is not limited to a certain age or skin type, and that every woman deserves to feel beautiful and confident in her own skin.

In conclusion, the beauty industry’s emphasis on youth and flawless skin is exclusionary and harmful. The lack of representation of mature skin models in the beauty industry is a clear reflection of this problem. At Kleer, we are committed to promoting inclusivity and representation in the beauty industry, and we hope that other brands will join us in this mission. It’s time for the beauty industry to recognize the beauty of all ages and skin types and create a space where everyone feels seen, and included.

With love and light,

Kriston Shah