The Power of Positive Aging (aka Anti-Anti-Aging)

The Power of Positive Aging (aka Anti-Anti-Aging)

A note from our founder on why we choose not to use one of the most popular terms in the world of skincare.

Dear Community,

Since Vintner’s Daughter first launched ten years ago (hard to believe it has been that long), we have consciously chosen not to use the term “anti-aging.” In place of the fear and insecurity those words can create, my goal has always been to create a sense of joy, gratitude and connection to our beautiful selves, no matter our age. We are not alone in recognizing the damaging effects of that term. In 2017,
Allure magazine banned “anti-aging” from its vernacular, writing “everyday language is incredibly important—maybe even more than most realize—since it informs how we see the world.” They went on to say, “changing the way we think about aging starts with changing the way we talk about aging...Whether we know it or not, we’re subtly reinforcing the message that aging is a condition we need to battle.” 

I view aging as a beautiful record of our accomplishments, loves, losses, struggles and everyday joys. It is certainly not something that needs to be corrected. A single mention of “anti-aging” may not do much, but year after year of hearing and reading that narrative can have a detrimental effect on our confidence and self worth. There is real value, grace and beauty to every year we spend on this Earth. My hope is that we can honor, not weaponize, the natural process of aging. I'm not saying that everything about growing older is a cakewalk, but there is also nothing to “correct”, “fight” or “erase.” At Vintner’s Daughter we strive for agelessness and true beauty, which to me is all about a trusted and deep connection to ourselves, our values and to the world around us. 

This connection is what I believe leads to the universal virtues of kindness, generosity, love, gratitude and beauty. My hope is that our products, in their perhaps small way, help to foster and strengthen that connection. The joy and contentment that comes from this kind of beauty is there to energize our soul so that we are resourced and ready for whatever lies ahead. This is the positive view of aging that Vintner’s Daughter is in service to and I am thrilled you are here with us for it. Onwards! 

With gratitude,
xxApril

Related Reading: What Does Natural Skincare Mean?