Bobbi Brown Shares 3 Simple Steps to ‘Rethink’ Aging When It Comes to Beauty

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Bobbi Brown doesn’t believe in the word “anti-aging.” Why? “Because there is no such thing,” she said in a recent Instagram clip. But she does believe women of all ages deserve to look and feel their best, which is why she’s on a mission to help people “rethink” their relationship with aging. To sum it up, Brown outlined how to shift your perspective in three simple steps:

1. Silence negative thoughts

First, “get rid of the noise in your head that tells you you’re not young anymore,” she said. “I think a lot of women, as they get older, look in the mirror and just feel really bad about their lines.”

2. Banish the phrase “anti-aging”

Second, realize there’s no such thing as anti-aging, because “it’s not about looking younger, it’s about looking better,” Brown mused. (Contrary to popular belief, the two aren’t mutually exclusive.)

3. Change your makeup routine

Thirdly, adjust your makeup routine to incorporate more moisture (with products like Jones Road Beauty’s Miracle Balm) that will plump and soften any lines you may feel wary about. “We really need something different than what we needed 20 years ago,” Brown reiterated.

In her creation of Jones Road Beauty, Brown had people her age (she’s 66) top of mind. And as the brand grows, she wants to continue tweaking its language around aging. “I need your help,” she captioned the clip. “I don’t see age.” She added that she “really struggle[s]” with saying things like, “women of a certain age” or “mature skin.” But because those phrases have been used in beauty marketing for so long, she’s not sure how to replace them.

“As someone who seems to be championing positivity and health,” she wrote. “How can I change the narrative and keep it all fresh and positive?”

Many followers and commenters commended the makeup artist for pioneering a pro-aging corner of the beauty world. “This is such a powerful message!! Thank you for being a part of the narrative for changing the way we think about aging!” one person wrote. “Completely subscribed to that philosophy! We are so lucky to be able to age, aging is a blessing!” another added. “Keep being the amazing role model that you are! Thank you!!!” someone else commented.

In a previous story for Prevention, Brown wrote that she first learned to view her wrinkles as “beautiful” after seeing a smiling photo of Debra Winger in a magazine, her laugh lines on full display. “I was about to turn 30,” she wrote. “She looked so cool that it made me feel OK with my new lines.”

Winger gave her permission to exist authentically, and now she’s doing the same for thousands of other women worldwide.

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