The moment
It all started when my daughter caught me staring in the mirror, wishing I could find anti-aging products that actually respected my mature skin instead of leaving it red and irritated.
Our story · mother and daughter
Made by a mother and daughter, for skin over fifty.
It began with one moment in front of a mirror, and became a mother-and-daughter journey to help women over fifty choose radiance every single day.
Why we make it this way
That single moment sparked the idea for iamfiftyplus — a mother-and-daughter journey dedicated to helping women over fifty choose radiance every single day.
We don't believe in magic tricks to look twenty again. We focus on high-performance skincare that honours your changing biology. Science shows that up to eighty percent of visible aging comes from environmental factors rather than your actual birthdays — so we give you the tools to reclaim your natural glow.
What we do differently
Three choices, made on purpose.
-
Instead of Retinol
We chose Bakuchiol and Bidens Pilosa
Retinol's work on fine lines, without the redness, the flaking or the week of downtime.
-
Instead of Stock on a shelf
We chose Compounded the week it ships
Made to order, in small batches, so nothing sits losing potency before it reaches you.
-
Instead of Promises to look twenty again
We chose Skincare that honours your changing biology
Skin over fifty holds less water, irritates more easily and makes less collagen. Every formula answers one of the three.
Blended with multi-molecular hyaluronic acid, for an instant surge of plumpness.
Who makes it, and to what standard
What you put on your skin should be handled with integrity. Here is exactly who makes ours, and to what standard.
- Eco-friendly integrity
Our production partner is a Certified B Corporation, meeting some of the most rigorous third-party sustainability standards in the world for social and environmental performance.
- Certified organic & natural
The vast majority of our ingredients and formulations carry ECOCERT and COSMOS certifications — grown through sustainable farming methods, and entirely biodegradable.
- Advanced Swiss engineering
Crafted in an ISO 22716:2007 certified facility, using specialised stainless steel machinery from Switzerland. The process achieves luxurious, velvety textures without compromising purity.
- Powered by nature
Every machine in the facility runs on 100% renewable electricity, and even the cleaning agents used during production are friendly to the environment.
- Purely ethical standards
Strictly cruelty-free. No animal testing at any stage of product development or ingredient sourcing.
Where to start
Welcome to your skin's next, most luminous chapter.
