PRESS RELEASE: Why More Women Over 40 Are Ditching Daily Makeup—And Saying Their Skin Has Never Looked Better

FOR IMMEDIATE RELEASE -Why More Women Over 40 Are Ditching Daily Makeup—And Saying Their Skin Has Never Looked Better

Pamela Anderson, TikTok’s #nomakeupskin, and a global shift toward age-positive beauty routines.

Gold Coast, Australia — May 1st 2025

There’s a quiet shift happening in bathrooms and boardrooms alike—women over 40 are opting out of foundation, paring back complicated routines, and embracing a new kind of confidence: skin-first, not skin-covered.

From Pamela Anderson’s viral makeup-free red carpet moments to the 850M+ views on TikTok’s #nomakeupskin, the cultural appetite for authenticity is louder than ever.

And the numbers prove it:
• A 2023 McKinsey & Company report revealed that 66% of global consumers now prioritise skincare over makeup, particularly among women aged 35+
• Global foundation sales are trending downward, while skincare sales continue to rise year-over-year (Euromonitor)
• In a survey of 2,000 women by The Benchmarking Company, 78% said they’d rather invest in skincare that makes their skin look great naturally than buy more makeup

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The Foundation Fatigue Is Real

For Jodie Baker, founder of Australian skincare brand Homepeel, the decision to stop wearing foundation daily wasn’t about proving a point—it was about skin that genuinely didn’t need covering anymore.

“I’m 52, and like most women my age, I’ve been conditioned to cover up flaws. But the truth is foundation aged me. It settled into lines and made me look tired. Once I focused on treating my skin well, I realised I didn’t need it.”

Baker still wears makeup on special occasions—but says going bare-faced in daily life has been liberating.

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Smarter Skin, Not Just Fewer Steps

As women move away from 10-step routines, there’s also a growing demand for cleaner, smarter formulations. But “clean” doesn’t always mean effective—and this is where Homepeel stands apart.

Homepeel is often mistaken for a “chemical-free brand”—but as Baker explains, the company’s ethos is rooted in performance, not wellness trends.

“We don’t exclude alcohol or harsh chemicals because we’re hippies—we exclude them because they’re often damaging to the skin over time. Our goal isn’t convenience. It’s results.”

Unlike most commercial skincare—which often uses alcohol, synthetic preservatives, and fillers for longer shelf life or easier production—Homepeel maintains strict formulation guidelines, ensuring that every ingredient is selected for skin performance and skin health only.

“We might be one of the only Australian skincare brands that’s been around for 20 years and still refuses to take the shortcuts that make manufacturing easier. That makes it harder for us—but better for our customers.”

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Confidence That Comes Without Concealer

This movement is not just about skin—it’s about shifting the narrative around ageing.

“At 52, I have fine lines, but I also have glowing, healthy skin—and I feel more comfortable showing that than I ever did covering it,” says Baker. “There’s something really powerful about feeling proud of your bare face.”

Beauty experts agree. Dr. Michelle Wong, cosmetic chemist and founder of Lab Muffin Beauty Science, notes that consumers are demanding greater transparency, smarter science, and less fear-based marketing.

“The future of beauty is intelligent, not intimidating,” she says. “It’s about knowing what’s in your skincare, why it’s there, and how it serves your skin long term.”

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The Skin-First Era Has Arrived

As women over 40 lead the charge into a more authentic, age-positive future, one thing is clear: the most powerful glow doesn’t come from a highlighter—it comes from skin that’s finally being treated well.

Excellent—this is where we can really elevate the piece. Below is a deep, well-rounded, and emotionally resonant list of tips that gives real value to the reader, aligns with Homepeel’s philosophy, and taps into global beauty trends like freckle visibility, skin texture acceptance, and emotional self-empowerment.

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How to Feel Confident Without Foundation: The New Rules of Real Skin

The era of airbrushed, poreless skin is fading—and in its place, something far more powerful is rising: authenticity. Across social media, red carpets, and everyday routines, women are trading in perfection for presence.

Here are seven modern rules for building real, foundation-free confidence in your skin—both physically and emotionally.

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1. Ditch the “flawless” fantasy.
We’ve spent decades being sold smooth, poreless, filtered skin. But the truth is: real skin has texture. It moves. It breathes. It’s alive. Learning to embrace what’s natural—and stop viewing pores, freckles, and fine lines as flaws—is a radical act of self-love. (Need proof? Faux freckles are trending. People are literally tattooing them on.)

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2. Let skincare support you—not punish you.
Confidence comes from healthy skin, not aggressive skincare. Choose ingredients that nurture your barrier, reduce inflammation, and bring balance. Avoid alcohol, synthetic fragrances, and harsh chemicals that create short-term results and long-term damage.

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3. Embrace freckles, scars, and the signs that you’ve lived.
The beauty industry once told us to cover freckles, fade scars, and erase our age. Now? People are paying artists to tattoo freckles on their faces. Scars are being worn as stories. And mature women are finally being celebrated as beautiful because of their lived experience—not in spite of it.

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4. Practice skincare as self-respect, not repair.
Your skincare routine isn’t about “fixing” your face. It’s about nourishing the part of you that shows up to the world every day. When you stop seeing your skin as a problem, and start seeing it as part of your power, you start to glow—inside and out.

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5. Exfoliate for glow, not for war.
Forget the old scrub-it-raw mentality. Exfoliation should be gentle, strategic, and infrequent. Aim for enzyme-based or mild acid exfoliants once or twice a week—enough to sweep away dullness, but not so much that you compromise your skin’s natural rhythm.

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6. Build a minimalist routine with maximum impact.
Confidence doesn’t come from 12 steps—it comes from results. Choose fewer, smarter products with high-quality actives (and none of the skin-sabotaging junk). A short, consistent routine can often outperform a cluttered cabinet full of promises.

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7. Do the inner work too.
Great skin won’t fix self-esteem—but self-love will transform how you experience your skin. Practice mirror gratitude. Speak to yourself with kindness. And remember: the most beautiful women in the world aren’t flawless—they’re unapologetically themselves.

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8. Hydrate, move, sleep, protect.
The basics still matter. Glowing skin loves water, rest, and movement. Don’t underestimate the power of walking outside, drinking water, wearing SPF, and sleeping well. Skincare is a support system—but your lifestyle is the foundation.

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9. Remember: your skin is allowed to look like skin.
Let it shine. Let it flush. Let it change with the seasons and the decades. Confidence isn’t found in a bottle or a brush—it’s found in choosing yourself, exactly as you are.

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For interviews, expert commentary, or images, please contact:

Jodie Baker
0409 648 208
[email protected]
Website: www.homepeel.com.au