I Don't Believe In Anti-Aging

You Can't Prevent it, So Embrace It

I don’t believe in anti-aging products—there’s no such thing. However, there are things you can do to prevent premature aging, like using sunscreen and not smoking. As a woman in my 60s, I’m actually a fan of aging. I focus on being the best I can for where I am now, rather than trying to look like I did in my 30s or 40s.

My goal is to encourage women of all ages to appreciate who they are right now because we all get older, and that’s perfectly okay.

I was already in my 60s when I launched Jones Road. My intention was to create products that make you look fresh, smooth, hydrated, and glowing—without looking like you’re wearing traditional makeup. Feeling good about who you are is a key part of my brand, and confidence means being comfortable in your own skin.

My journey on TikTok began as a moment of curiosity, but it quickly resonated with women who wanted to be seen and had many questions. It was a wonderful way to reach new people and explain how makeup can help you look rested and simply look better. The response was so authentic and positive that it ended up quadrupling our sales.

Sometimes, I can’t believe I spend my days on social media and in front of a camera—becoming the face of a brand at my age. I’m fairly skilled with makeup, and I know how much lighting affects how we look. Occasionally, I encounter lighting that isn’t ideal and may highlight lines and shadows in a way that surprises me. But when the lighting is right, I see myself clearly, and I’m comfortable with what I see.

Our customers range from 35 to 65, though that’s evolving as younger consumers discover Jones Road. It’s not just makeup for their moms; it’s actually the makeup they love to use. It’s amazing to see multiple generations—daughters, mothers, grandmothers—buying nearly identical products and connecting with the brand through one another.

When we launched the Miracle Balm, we envisioned it as a hybrid between skincare and makeup. During the pandemic, people weren’t using foundation as much, and the balm gave a little tint and glow, making everyone feel and look better, especially on Zoom. I couldn’t imagine creating a beauty brand without makeup, skincare, and accessories—it’s everything you need.

I truly don’t see age as a barrier, for myself or anyone else. I don’t think or act like my age, and I believe a woman can be incredibly vibrant in her 80s if she’s fit, curious, and engaged. I don’t like saying, “This makeup makes you look younger”; instead, I say, “Wow, you look great.” When they look in the mirror and see that for themselves, that’s the best compliment.

One of my favorite eyewear brands, Caddis, makes the coolest, most stylish glasses and sunglasses, featuring an eclectic group of people—artists, musicians, surfers—of all ages, especially those not in their 20s or 30s. It’s refreshing to see such a stylish and vibrant portrayal of aging.

We’ve come a long way from the traditional “mom” image I grew up with. Look at Carine Roitfeld, who’s made a life in both fashion and grandparenting effortlessly cool.