Ageing with attitude: Ageing with beauty is not about looking young

Older women are often ignored by the beauty industry. Margaret Jennings reports on an innovative website and make-up range that aims to put things right.

THOSE working in the beauty industry are so youth-obsessed they just don’t ‘get’ older women; they think that “showing Helen Mirren in a leather jacket is the answer”, but it isn’t.

That’s the view of 68-year-old Tricia Cusden who three years ago invested a chunk of her savings to create a make-up line called Look Fabulous Forever, because she was “feeling increasingly insulted by being sold products with an ‘anti-ageing’ label attached.