I’m going to let you in on a little secret. It’s a secret that the beauty industry doesn’t want you to know, but it’s about time someone just laid it down for us: There is no such thing as anti-ageing. There isn’t a single moisturiser, serum, cleanser or mask with the power to knock five years off your face. Sure, there are ingredients around that can smooth very fine lines under a microscope, make skin look temporarily glowy and plump sagginess in the short-term, but as far as one hero product that guarantees eternal youth goes? It just doesn’t exist.
And what’s really frustrating is that, deep down, we all know this is true. We know it’s true because we spend hundreds of pounds on skincare products that promise us age-reversal, and they never live up to their claims. However, the truth is, people will continue to buy every miracle-promising product out there. Why? Because the anti-ageing narrative is so deeply etched into our being through clever marketing techniques, that no matter what the evidence says, as the decades tick by, we will continue to buy the next ‘wrinkle-reducing’ cream that comes our way, just in case it’s the one that actually works.
