It is Eartha Kitt who once said, “Aging has a wonderful beauty, and we should have respect for that.” I couldn’t agree more. That’s why, it really does get under my skin, that we live in a culture that is almost obsessed with staying young. Why? Don’t you want to grow, evolve…mature? That’s why I’m also not big on people who are damn near obsessed with looking 20 years younger than they are. Nah, personally, I think the goal of looking great for and at your age is where it’s at because, as my mother (who ages remarkably well) used to say, “I’ve earned every year. I don’t want to be looking like a child when I’m not.” (It’ll preach.)
This kind of wisdom is the type of hindsight that cannot be matched. Because again, while getting older shouldn’t be anything that any of us are afraid of or ashamed to do, wouldn’t it be great if we were more proactive than reactive when it comes to how we take care of ourselves — so that as we do age (and it is inevitable), we will age…gracefully…seamlessly…beautifully?
That’s why I took the time to ask 15 women in their 40s to share some things that they wish they had done in their 20s as far as physical beauty is concerned. Look at it as me doing a solid for any of you younger readers who really think that “I woke up like this” will last…forever. It won’t. And if you settle into that very real reality by taking good care of yourself now, the 40s will be where you actually end up looking better than ever.
*Middle names are used in all of my interview pieces, so that people can speak freely, no matter what the topic may be.*
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Eleele. 48.
“Some women aren’t gonna like this but, Black can crack. I see it often; especially when I look at a lot of these women’s necks — even celebrities. You can look like you’re 29 in the face but because you didn’t take care of your neck when you were in your 20s, it’s out here looking like it should be in a nursing home. That part of your skin ages and sags like everything else. I wish I had cared about that back in the day. I do now and yes young women, moisturize your neck every night and every morning. I personally use a combination of rosehip oil and lavender because they help to stimulate collagen production. Don’t wait until you have tree rings. Do it…now.”
Quincie. 45.
“I wish I had taken better care of my breasts. Not [just] as far as my health; as far as their appearance. When you’re in your 20s, everything is perky and unicorns. Hit 35 and you start to notice that your girls like your feet more than your neck. Doing some exercises to make your pecs more prominent and applying some cocoa or shea butter every night are little things that can keep them youthful. Don’t wait. A breast lift is an option but those aren’t cheap. And if you can avoid paying what a used car costs to keep your breasts sittin’ high, why not do that now?”
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Vonya. 41.
“It might sound weird but I wish I had laid off of my protective styles more. It’s like we’ve forgotten that the point of them is to grow our hair out but that can’t happen if we’re never giving our hair a break from all of the tension that comes from tight-ass braids and twists. Now my edges are suffering and that can make you look older than you are. Those ‘Brandy braids’ are cute, girl, but so is having a full hairline. Don’t live in a protective style — your future self is screaming this at you.”
Madelynne. 43.
“I wish I drank less. I had a good time, trust me. But drinking on the weekends and then having drinks a couple of nights a week after work took its toll. My skin feels drier and it takes more work to keep it moisturized. These days, [I] eat edibles instead. It’s healthier and it has compounds in it that can slow down the aging process. Oh, to be young again.”
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Noelle. 40.
“I wish I had incorporated some sort of hand care. If anything takes wear and tear on a constant basis, it’s our hands and we’ll be out here having a beauty regimen for everything but those. Now my hands are starting to look older than I would like and so I’m having to work overtime to get rid of some fine lines and fragile-looking skin. What I do is get hand facials every couple of months. Look to see what spas or salons offer them. It makes a really big difference on your hands. Your arms too.”
Imani. 42.
“I’m the most comfortable sleeping on my side but it’s not the best for my face — anyone’s face, really. I used to hear that it would cause wrinkles but when those aren’t something that you have to worry about, you don’t care. I’m starting to see a few around my lips and so now I’m on my back more often. I’m thinking that if I had cared about this in college, avoiding wrinkles would not be on my list of concerns at this age.”
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Ora. 44.
“Stay off of acidic drinks. Your teeth will age just like everything else and sodas and orange juice doesn’t help. Think about the people you know who look one way…until they smile. Then they look 10-15 years older. Go to the dentist regularly and schedule a professional whitening appointment. White teeth make you look younger. Just take good care of them. You’ll be glad that you did, if you do.”
Jaye. 44.
“Gray hair is a blessing but my grandmother always told me that it can come in prematurely — and a part of what causes that to happen is stress and a poor diet. When you’re young, you don’t care about stuff like that. But let those first ones creep in around your hairline and suddenly, you’re looking for all kinds of hacks. My advice? That man, that job, and that relative that is already making you want to pull your hair out? Let them go. Your hair can’t take it. And all of that junk food you’re consuming? I still hit a drive-thru but these days, it’s more like a couple of times a month instead of during every lunch break.”
Baylah. 48.
“Get your legs waxed. All of that razor shaving can cause discoloration or leave razor marks that can make your skin look older over time. Plus, it creates ingrown hairs and something about those can make you look older too.”
Francesca. 45.
“Stop not taking sleep seriously. When you’re 25, you can go on four hours of sleep for days on end but it catches up to you. Sleep is what rejuvenates you and if you don’t get it, eventually you will look like it. I have dark circles that I’ve been trying to get rid of and a part of it is due to years of no sleep catching up to me. Whatever it is, it can wait until you’ve had at least seven hours. Don’t listen if you don’t want to. One day you will look in the mirror and wish that you did.”
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Queen. 43.
“I wish I had spent more time outdoors. It’s no secret that Black people have more of a vitamin D deficiency than anyone else but trying to pile up on supplements when you’re older is a lot. When you’re at restaurants, eat on the patio. Sit on your back deck to read a book. Go for a walk in the mornings. I’m dealing with some hair loss stuff right now and it’s partly because I need more vitamin D. And thinning hair makes you look older than you should.”
Raini. 47.
“Waist trainers are bad for you. I wish those damn things would go away. That doesn’t mean that I don’t get that a snatched waist can take a few years off. Hell, I know that I took mine for granted back in my 20s. Snack on bananas and berries. Do some cardio even if that’s power walking through the mall. Stop drinking cold stuff so much. It might sound like a mama’s tale, but drinking things at room temperature reduces bloating. There are other things that you can do to get the curves that you want without smashing your organs. Lord.”
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Ruth. 42.
“I wish I cared more about my damn arms. Nothing makes you look older quicker than your upper arms not being in good shape. Get some five-pound free weights and set aside 15 minutes. Dry brush those bad boys; it’ll keep dimples from showing up. Keep them extra moisturized, so that those annoying little bumps won’t show up. And use sunscreen. The sun doesn’t know if you’re Black or not. It comes for us too.”
Lina. 41.
“Have a professional care for your skin. There are a billion things that you can do at home but an aesthetician is trained to figure out what works best and what doesn’t. Facials, microdermabrasion, and chemical peels from time to time have all played a role in me starting to look younger. If I had taken preventative measures, it would’ve kept some money in my pocket because I wouldn’t be going quite as much as I do now.”
Payce. 49.
“I wish I had been more choosy about my sex partners so that I could’ve had wilder sex. Listen to Auntie here. There is some stuff that good sex will do for you and aging that no cosmetic can. Sweat out those toxins. Work out that core. Take in some of that sperm. Just do it with a man you can trust and you can be totally free with instead of these knuckleheads. Yeah, better mate selection is the beauty tip that I recommend — and stop acting like it’s a rite of passage to start this at 35. Get a good man now and sit down somewhere. So that you can lay down in peace. That’s what I’ve got for you.”
Pass the plate around for Payce, y’all. As far as beauty and maturity go, she just preached — to women of ALL ages! Amen? Amen.
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While an evolution is a natural progression that happens as businesses grow, a rebrand is a total change. Lola tells xoNecole, "A total rebrand is necessary when a business’s current reputation/what it’s known for is at odds with the business’s vision or direction.
"For example, if you’ve fundamentally changed what your product is and does, it’s likely that your brand is out of alignment with the business. Or, if you find your company is developing a reputation that doesn’t serve it, it might be time to pump the brakes and figure out what needs to change.
She continues, "Sometimes you’ll see companies (especially startups) announce a name change that comes with updated messaging, visuals, etc. That usually means their vision has changed or expanded, and their previous branding was too narrow/couldn’t encompass everything they planned to do."
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The Brand Doula was born in 2019, and its focus is on putting "the experiences, goals, and needs of women of color founders first," as well as brands with "culture-shifting missions."
According to Lola, culture-shifting is "the act of influencing dominant behavior, beliefs, or experiences in a community or group (ideally, for the better)."
"At The Brand Doula, we work with companies and leaders that set out to challenge the status quo in their industries and communities. They’re here to make an impact that sends ripples across the market," she says.
"We help the problem solvers of the world — the ones who aren't satisfied with 'this is how it's always been' and instead ask 'how could this be better?' Our clients build for impact, reimagining tools, systems, and ways of living to move cultures forward."
The Brand Doula has worked with many brands, including Too Collective, to assist with their collaboration with Selena Gomez's Rare Beauty and Balanced Black Girl for a "refresh," aka rebrand. For businesses looking to rebrand, Lola shares four essential steps.
1. Do an audit of your current brand experience — what’s still relevant and what needs to change? Reflect on why you’re doing the rebrand in the first place and what success would look like after relaunching.
2. Tackle the overall strategy first — before you start redesigning logos and websites, align on a new vision for your brand. How do you want your company to be positioned moving forward? Has your audience changed at all? Will your company have a fresh personality and voice?
3. Bring your audience along the journey — there’s no need to move in secret. Inviting your current audience into the journey can actually help them feel more connected to and invested in your story, enough to stick around as changes are being made.
4. Keep business moving — one of my biggest pet peeves is when companies take down their websites as soon as they have the idea to rebrand, then have a Coming Soon page up for months! You lose a lot of momentum and interest by doing that. If you’re still in business and generating income, continue to operate while you work on your rebrand behind the scenes. You don’t want to cut existing customers off out of the blue, and you also don’t want so much downtime that folks forget your business exists or start looking for other solutions.
While determining whether the rebrand was successful may take a few months, Lola says a clear sign that it is unsuccessful is negative feedback from your target audience. "Customers are typically more vocal about what they don’t like more than what they do like," she says.
But some good signs to look out for are improvements in engagement with your marketing, positive reviews, press and increase in retention, and overall feeling aligned with the new branding.
For more information about Lola and The Brand Doula, visit her website, thebranddoula.com.
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