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As young women, we were muses. Beauty and wellness aisles called to us with products aimed to woo and delight us. As mothers, we were respected gatekeepers. Brands took our values seriously; catered to our need for convenience; and committed to products that delivered on the wellness of our families, without sacrificing the wellness of our planet. But then what? As we entered our 40’s and 50’s, we realized that we were increasingly nobody’s “brand darling”. We started talking about it with our friends, our mothers, and our mother’s friends. We studied the category, and went to industry conferences where personal care aisles for older women are shamefully referred to as “the aisle of death.” The reality was grim. The more we learned, the more we realized how little is understood about our changing needs or how to thoughtfully address them. We believe in a world where women are seen and celebrated as we age. We’re working to bring this vision to life with sustainably designed wellness products that are thoughtfully tailored to our changing needs.