At Southsea Bathing Hut, you may have noticed we never refer to our products as being ‘anti-ageing’. In fact, it’s a term we’ll never use out of principle, and here’s why….

We believe that using the term ‘anti-ageing’ subtly reinforces a message that ageing is somehow a condition that we need to battle.  But age does not need curing

The term ‘anti-ageing’ has been synonymous with the beauty industry since the 1980s, when it was dreamed up by advertising executives wanting a catchy phrase to sell products to a lucrative market of women aged 50+.

In recent years, smaller brands like Southsea Bathing Hut have taken a stand against an industry that consistently champions youth, by promoting a more positive and inclusive approach. We’re advocates for a change in culture, where a fixation with wrinkles is replaced with self-acceptance and radiant skin.

If, like me, you're a woman in your 40s, you'll probably notice your skin is different to how it once was. There are good reasons for this:

• the rate at which your skin cells turnover is half what it was in your 20s
• your oestrogen levels are declining, which bring about hormonal changes
• these changes mean you don't produce elastin and collagen in the same way as you once did
• the function of melanocytes, which keep your skin smooth, firm and toned, is also affected, making your skin less supple
• and finally, your skin is now producing less oil, so it can become drier
  

So, we know that biologically ageing is evitable, right? We all know that no amount or type of intervention can hold back the sands of time forever.

If we’re fortunate to live longer lives, these factors will come into play and we will naturally age.  But by considering environmental and lifestyle factors such as climate, sun, pollution, diet and stress we can prevent our skin from ageing before its intended time.

At Southsea Bathing Hut, that’s why we talk about products which are particularly ‘suitable for mature skin’, or products to ‘prevent signs of premature ageing’.

It’s important to keep your skin hydrated and fed with nutrients, by using a consistent skincare routine.  As a natural skincare company, we’ll always advocate using simple, ‘no-nasties ingredients’.

Join us in ditching ‘Anti-Ageing’. And check out our carefully designed 4 step facial care regime, which uses our own organic collection with seaweed and coastal botanicals, for embracing healthy, happy and radiant skin.

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