Last Updated on April 20, 2019 by

More and more fashion and beauty brands are featuring women who are past the traditional “prime” when it comes to age. So we wanted to celebrate companies doing the best job of celebrating crow’s feet, white hair, smile lines and all the other beautiful marks of a life well lived.

Below we call out four brands that don’t just show a token elder in their marketing and product images now and then, but that have made age-inclusiveness part of their brand.

Lonely Label

Designer Helene Morris launched this New Zealand lingerie brand “for women who wear lingerie as a love letter to themselves.” We love it for images like this, featuring model India with her mother and grandmother. It’s part of the brand’s “Lonely Girls” project, an “ongoing journal series featuring candid portraits of inspiring women in their own spaces wearing Lonely, their way.” Older women—as well as women of varying shapes and colors—are featured in several of the brand’s unretouched product images.

Lonely also carries swimsuits, jewelry, clothing, and fragrances. Prices range from $50 for briefs to $65 for the soft cup bralette to $550 for this gorgeous wool duster.

Cuup

When we saw this joyous face on our Instagram feed, we were instant fans of Cuup, a lingerie brand created to serve sizes beyond the 15 that traditional purveyors carry. Cuup offers 35 size choices for all women, including the 66% of women in the U.S. who wear a D-cup or larger and have been largely ignored by undergarment makers. The simple, supportive designs range in price from $18 for thongs and briefs to $68 for bras. Shipping is free for orders over $50.

Rodin Olio Lusso

Linda Rodin was in her 60s when she started Rodin Olio Lusso with an oil she created in her kitchen. She was playing with formulations using ingredients purchased at her local NYC health food store and giving her creations away to friends. When her nephew saw her project, he encouraged her to dispense the oil into proper glass containers, standardize the formula and put a price tag on it. As a fashion stylist most of her professional life, Rodin had the right contacts in her rolodex, and her naturally-infused luxury oils ($250 for the travel collection) went viral when Rodin launched Olio Lusso in 2008.

Rodin has grown her brand into a full beauty line including lipsticks (we’re obsessed with “So Mod” ($38), hand creams ($80), face powder and more.

LINDA RODIN – Portrait from NØRTH SEA AIR on Vimeo.

Boom by Cindy Joseph

Cindy Joseph was a career makeup artist until she stopped coloring her hair. Those natural grays attracted a casting agent who approached her to model for a Dolce & Gabanna as when she was 49 years old. After many years of modeling, she launched “pro-aging” beauty brand Boom by Cindy Joseph specifically for older women in 2010. Tragically, Joseph died in 2018 at the age of 67 of soft tissue sarcoma. But her business partner has continued with the beauty brand, which is beloved by women over 40 for its minimalist approach.

Boom products consist mostly of multipurpose makeup sticks that can be used on eyes, cheeks and lips. The Boom Stick trio costs $76.

Rachel Comey

Hats off to one of our favorite designers for featuring elders in product shots for dresses, jewelry, bags, and more. Women who are outside the typical age rage are modeling right next to the twenty-somethings, and that’s the way we like it.

The Allium dress ($690) in this stunning blue is one of our favorites of the season.