As a woman in her thirties that blogs for a living, I often feel ‘over the hill’ and wonder when the bubble will burst in favour of the bright young things of the next generation. But then I metaphorically slap myself around the face and have a word: there are billions of women on this planet over the age of 29 that are rocking every aspect of their lives and inspire me to achieve bigger and better things. Thirty is definitely the new twenty, forty is the new thirty, and fifty is the new forty; we’re all living longer, looking more fabulous and embracing our years whatever our age. I’m continually hearing that women over the age of 30 are crying out for better representation online, as the majority of bloggers and vloggers don’t talk about the issues that really effect them – from the first signs of ageing, sun damage, limp barnets, age spots and makeup that works with rather than against them. Lancome’s new campaign provides a stepping stone to this conversation, encouraging us to ‘love our age’ whatever number those digits present; their ambassadors span three decades (Lily Collins is 25, Lupita Nyong’O 31, Kate Winslet 39 and Penelope Cruz 41) to illustrate their universal approach to beauty.

Although I applaud the message behind Lancome’s campaign, I only wish they had a star representing the 50+ market too. It seems that we just disappear from view after a certain age, both online and in the traditional media, which is simply not cool. I love reading blogs, but I often feel the majority are talking to an audience living a life stage that I can no longer relate to. I’m not really interested in ridiculous eyeshadow, bright pink nails, playsuits and Primark hauls; you’re more likely to find me pondering over an article on SPF, reading up on serums or making a wishlist for Habitat. I don’t want to be spoken to like a seventeen year old, because I’m not a seventeen year old (that’s not to say those teenagers don’t hang on every word and the blogger isn’t doing a stirling job – it’s just not for me.) I want to be spoken to like the intelligent 30-something woman that I am by someone who’s on my same wavelength, but it’s so hard to find those voices in the bloggersphere – or anywhere for that matter. Helen Mirren seems be holding up the ‘other end’ of the market single-handily right now, which is crazy when this poses such an incredible opportunity in every way.

Beauty is relevant at every age – it’s not the monopoly of the young. If anything it becomes even more important as we get older, as we rely on products to keep us looking our best; it’s not even about keeping those signs of ageing at bay, but embracing a new life stage and understanding the needs of our bodies as a result. At 32 I’m already aware of my face changing and the products within my repertoire have been edited accordingly; I’m far more interested in skincare products and makeup staples that will help me look fabulous all year round. The topics and products on this blog have evolved over the past five years, simply because the interests of a 27 year old are very different to those of a 32 year old. Although I love sites such as Not Dressed As Lamb (40+ fashion that makes me want to be as cool as her when I grow up,) British Beauty Blogger (Jane needs no introduction) and Forever Amber (great for vintage-inspired fashion and blogging commentary) I really wish the over-30’s market was much better represented online.

Where are all the awesome women hiding? It seems that if you’re over a certain age and not wanting to document your journey as a parent (nothing wrong with that, just not my personal cup of tea right now – as a childless woman who spends too much on designer handbags to procreate,) then you’re vastly underrepresented in the digital space. I would love to see more women in their 30’s, 40’s, 50’s, 60’s and beyond documenting their love of fashion, beauty and everything inbetween. We don’t turn invisible as soon as we hit our third decade, so why is it so hard to find authoritative voices and opinions from those that share the same questions and concerns as me? With the biggest growth in beauty coming from women over the age of 40 (presumably on the hunt for those holy grail products they can rely on,) it seems crazy to me that there are so few blogs aimed at this area of the market – or that there’s not the readership there to justify them.

Something needs to change.

Beauty really does have no age limit, as my Mum of 55 and Nan of nearly 83 proves, so I’m baffled as to why there’s such little representation in the places we seek opinion, news and advice. Lancome are definitely starting a positive conversation about age, but I do feel they could have done so much more by embracing somebody over the age of 41 (who looks like she’s ten years younger!) The average life expectancy of women in the UK is 83, so what happens to those forty-odd ‘invisible’ years? I think it’s about time we reclaimed them…

What’s your opinion of representation of older women in the bloggersphere, and the wider beauty market? Do you know of any awesome 30+ blogs that you’d love to share? Leave a link in the comments below…

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  1. Jen Brownlie
    July 2, 2015 / 3:05 pm

    Great Post. I'm on the way to becoming a 30+ blogger (It's my 30th next month). I do agree with you there does seem to be a lack of 'older' bloggers out there – or their just keeping quiet about their age. I love reading blogs and don't pay too much attention to the age of the blogger as long as I enjoy reading their work I will keep following. I do however find myself skipping a lot of posts which don't relate to my life anymore. Similar to you I'm more interested in quality skincare (and have a higher budget now than in my early 20s) and inspiration for the home etc but that doesn't mean I don't enjoy the occasional Primark haul. And just because I'm 30 doesn't mean all I think about is babies and children.I do worry that 'older' bloggers feel they have to keep quiet about their age to compete with younger bloggers – maybe even blogging about things they don't find interesting to do so. I suppose its similar to everything else in life in that younger women are celebrated whereas 'older' women seem to be forgotten. Which needs to change!!!!Wow that was a long comment!Jen x

    • Hayley Carr
      July 3, 2015 / 3:16 pm

      I've been fascinated to see how many 30+ bloggers there are out there after writing this and discussing on periscope! I honestly am astounded at how many of us there are, but you're right – I think collectively we shy away from celebrating that and don't really mention it. It's just been a great conversation to have and I've discovered some awesome blogs too.

  2. Ailish
    July 2, 2015 / 4:08 pm

    I totally agree with what you have written Hayley. I'm nearly 32 and do struggle to sometimes find older bloggers who have my interest in natural and organic beauty that I can talk to. I do think that slowly they will start to pop up however because there is only so much you want to read from a 20 year old before you just get a bit, well, bemused. That's not to say I don't enjoy 20 something blogs because some of them are downright fab, but a few more fab 30 somethings and above would be amazing. 🙂

    • Hayley Carr
      July 3, 2015 / 3:17 pm

      Agreed! I still read a huge amount of blogs from 20-somethings, I just want to see more variety I guess and sites/opinions I can relate to in things such as skincare. Thanks for your comment!

    • Neni
      July 7, 2015 / 10:46 am

      Pheww!! Finally, I'm among my own people!Thank you so much Hayley, for this.! You have re-enconouraged (is that even a word??) me!

  3. Sally Akins
    July 2, 2015 / 4:28 pm

    Fantastic post, Hayley, and I totally agree with you! I turned 40 this year, and I absolutely think there's still a place for me as a blogger. Hopefully, more and more of us 'older' bloggers (and I say that tongue in cheek!) will starting popping up – women in their 30s, 40s and beyond still love beauty products and we have a different perspective to the younger bloggers. The more the merrier, I reckon!BTW, I thought you were mid-twenties, so you're definitely doing something right 😉

    • Hayley Carr
      July 3, 2015 / 3:17 pm

      Haha, thank you Sally ; )

  4. Gemma Beesley
    July 2, 2015 / 4:32 pm

    Hi I agree to the previous 2 comments I do think there seems to be either 20 years+ / mummy bloggers and that's it. I enjoy reading a mixture of both but it does make me feel a bit isolated as a single 32 year old – I do enjoy your posts but I wish there were other bloggers our age talking about everyday life / issues. ?

    • Hayley Carr
      July 3, 2015 / 3:23 pm

      Agree wholeheartedly with you – it seems there are 20+ or mummy. I don't want to read blogs about toys and babygrows because I'm not there yet!

    • Laura
      July 6, 2015 / 6:57 pm

      That's so TRUE! That's why I have started to blog- I don't find myself in any of the 20's blogs, ridiculously trying to review cosmetic products they don't even need or afford at that age, or 30's mommy blogs, which don't interest me at all. I want to find a blog which I can read when I travel for my job or when in a break of a meeting or before having a presentation in the boardroom. It is so hard to find blogs dedicated to professional women over 30 who care about their beauty but also their career! I see now so many bloggers in this comment thread, I am so happy I found it, I will follow you all 🙂 Cheers,Laura

  5. I Heart Beauty
    July 2, 2015 / 9:40 pm

    Hi Hayley, Not surprisingly I'm completely on board with the sentiment of this post.I also think the point made in your 'Scope about attracting more older readers is a good one.We should approach a magazine about doing a feature on us. An in-house one would properly be best as then it would be all round beneficial. What do you think?In the meantime here are some of my fave 30+ bloggers:'m sure there are a few others that I can't think of at the mo. Also, there's a couple who I suspect are 30+ but I don't want to include them in case I'm wrong!Alex xx

    • Hayley Carr
      July 3, 2015 / 3:24 pm

      Thanks Alex! Will check them out… And maybe you're onto something about the feature. Maybe lets chat about it soon? X

    • Nic StrawberryBlonde
      July 7, 2015 / 12:31 pm

      Thank you for the mention Alex – and thanks to you, Hayley, for this post. I'm a 40+ beauty blogger and tbh struggle about whether to focus on age relevant content. It's not something I feel free to do among a sea of younger bloggers, though do think I ought to. While I read blogs from people of all ages, personally I'm more likely to take advice from others of my age – both online and on counters. I'd be very happy to support you in any way I can to address these issues. Nic xStrawberryBlondeBeauty

  6. Ting Yn
    July 2, 2015 / 11:40 pm

    Hi I totally agree. I am a thirty something blogger, and find that bloggers/vloggers my age, and over are in short supply. Especially as I am not a 'mummy blogger', and I don't plan on having children. I would like to share my thoughts, and experiences on this lifestyle choice, but I am wary of being the target of criticism for something that is a very personal choice.And yes, I love beauty so I blog a lot about it. But I lack the confidence to blog about the challenges of growing up, and what impact that has on my beauty habits. The changes in my skin, and hair is getting to be noticeable, and eventually will be undeniable. I hope that by then, I will be able to blog about it with more transparency so that I can find other people to share with, and learn from. So I can still find joy in my love of beauty, without the shame or stigma or being too old to do so.Ting (

    • Hayley Carr
      July 3, 2015 / 3:25 pm

      I think the beauty of blogging is the freedom to write about what you want – so please never be afraid of comments or opinions; you're sure to find out that the bloggersphere is generally speaking amazingly accepting and full of people with lots of virtual hugs to give!

  7. beautyshark
    July 3, 2015 / 9:04 am

    Really liked your article and judging by a lot of the comments you've received from 30+ women there definitely is a market for older beauty bloggers and dare I say it, for 40 and 50+ age groups. I myself have thought many times about setting up a blog but haven't found the right 'platform' yet and also am deterred by not having an inexhaustible disposable income- perhaps this is an issue for others?

    • Hayley Carr
      July 3, 2015 / 3:27 pm

      Too many people think you have to have a fortune's worth of products – and that's not the case. Generally speaking people want to read thought and opinion, so there's no need to buy everything and review it. (In all honesty reviews can be dull!)

    • beautyshark
      July 7, 2015 / 10:10 am

      That's good to know, perhaps you could help by doing a feature on how to get started?

  8. Fighting Fifty - Tracey McAlpine
    July 3, 2015 / 10:35 am

    Great post Hayley and many thanks to Alex for the above mention. I started Fighting Fifty exactly three years ago for this very reason. There wasn't anyone speaking to me, a woman in her fifties, as I am now and not how I will be in 20 years time. I totally agree that beauty has no age limit and if anything we become even more passionate about find products that work as we get older. I will be 55 this month and have absolutely no problems with people knowing my age. Please take a look at if you want honest advice and information about how to age positively.

    • Hayley Carr
      July 3, 2015 / 3:28 pm

      Thanks for your comment Tracey – I'll check out your site asap!

  9. Trusha R
    July 3, 2015 / 4:48 pm

    I started blogging in my 30s and until recently felt 'over the hill' x

  10. Face Up Beauty
    July 3, 2015 / 6:29 pm

    Hear hear! I totally chime with your opinion Hayley, as I do with your reader comments above – big thanks from me also to Alex for the mention! I created Face Up Beauty last year for similar reasons to Tracey/FightingFifty. 30+ women beauty bloggers were very much a rare breed and sadly still are – and yet as you rightly say this demographic is where the market growth is. I wonder sometimes if part of the reason for the lack of older bbloggers is partly down to a reluctance to embrace social media. Most of my close friends are not even on Facebook, never mind YouTube or Instagram (in fact I've still to activate my Instagram account!). I hope that posts like yours, and the continued comradeship between us beauty obsessed 30+ bloggers with a dogged determination to embrace all that life has to offer will finally see things start to change. Tracey x

  11. glenka
    July 4, 2015 / 8:16 pm

    I totally agree there needs to be many more blogs from people over 30, I am 36 and my interests are very different from a lot of the younger bloggers out there. Don't get me wrong a lot of the younger bloggers are great but not what I am interested in reading about these days. I think there is definitely the need for a lot more companies to use older women to represent their brand and show people that there is beauty in all of us no matter what age we are.

  12. chatterisboy
    July 5, 2015 / 7:10 pm

    Hi Hayley, the lovely Teresa was invited to a launch of a prominate online makeup brand. But unfortunately the relationship hit stormy ground when she had the 'gawl' to do a giveaway featuring their competitors products. Even tho other bloggers were doing the same, so we just assumed it was due to her age…Sadly Teresa is 55+ 😉

  13. Sherry P
    July 5, 2015 / 8:05 pm

    I love that there is more diversity and commentary about older skincare, beauty and blogging. I am hitting the big 49 next month and my blog is small but habitable and just right . Thanks for your honest straightforward and well written blog. I enjoy it here!

  14. Wendy England
    July 6, 2015 / 11:54 am

    Hi Hayley,I'm 30 soon to be 31 and heartly agree with your post. I myself have just started blogging again, new site new name. I was pondering as to weather I would be accepted on the scene being much older than the general bloggers circle 16-25. I have found though I have been completely embraced by the community and already my following is growing. I agree there is a gapping whole of aged 30+ women bloggers. Maybe they feel they wouldn't be accepted or that what they have to say isn't relevent or trendy enough.I for one would love to find more bloggers my own age. I wouldn't want to alienate the younger readers however but as long as I'm being myself I can't complain. http://www.bumpkinbroke.comWendy Xx

  15. Debs
    July 6, 2015 / 6:46 pm

    Such a good post, I've felt for ages that I'm in such a really small pool of bloggers over 30 so its nice to see lots of them speaking up. I don't think many have been shouting out that they're over 30 I know I was scared to. I wrote a post about it actually I'm really trying now to embrace my age and my blog niche xDebs x

  16. Joanna Malefaki
    July 6, 2015 / 7:03 pm

    Hi Hayley,This is my first time reading your blog. I totaly agree with what you have said. There are not enough 30+ beauty bloggers, I also watch beauty YouTubers quite a lot and there is a lack of 30+ vloggers as well. I enjoy buying makeup and trying out new things. At the age of 39, I also like to splurge. Hopefully, more 30+ beauty bloggers will appear, cause we are all girls and we luv our makeup.I am an educational blogger and from time to time write some girlie posts, but I am not a beauty blogger. Great post and I am looking forward to reading more of your posts : )Joanna

  17. Hazel Strand
    July 6, 2015 / 9:07 pm

    We're all here writing away it's just the industry hasn't realised I worth yet!

  18. Lucy Earnshaw
    July 6, 2015 / 9:48 pm

    I completely agree, I'd like to meet more bloggers who address beauty and skincare relative to my age and needs, more so skincare which is where my knowledge lacks!

  19. abigailalicex
    July 7, 2015 / 12:19 am

    I agree that agism is so prevalent in the beauty industry. I'm always surprised when I se anyone over the age of 20 as the face of a brand. It needs to happen more often.Check out my MAC Lipliner x3 Giveaway!

  20. The Bargainista
    July 7, 2015 / 10:08 am

    Fab post! I am 36 and have started a blog this year. I think I have been intimidated by the monopoly younger women have on the blogging world, and totally agree with you that 30+ women need to be better represented in the beauty community. While my blog is more a bit of this and that rather than just beauty, things like makeup and skincare have always been big loves of mine. I would love to find more blogs to read from people I can relate to in terms of beauty problems faced from 30 upwards (ance + wrinkles anyone?), plus who have reached the stage of life I have and who are interested in more of the same things. As a woman without children and therefore who doesn't read parenting blogs that often, this is difficult. So i am super excited about this movement! Looking forward to future posts about this, and will check out these links 🙂

  21. Amber
    July 7, 2015 / 11:29 am

    Yup – I'm in my 30s and don't have children, and although I know there are a few of us out there, I do often feel that I don't really fit in anywhere – I actually relate much more to the 20-somethings than I do to the parenting bloggers, because I don't feel any different now than I did when I was their age, but in terms of beauty and fashion etc, I have totally different interests from them too. I do feel that women start to be viewed as "irrelevant" the older we get – I always cringe when I see women being described as good looking or well dressed "for her age"- why does age always have to be the ultimate defining factor?!

  22. Nicola Murdock
    July 7, 2015 / 12:58 pm

    Age to me is only a number and why should we let beauty counters or the beauty industry ignore us. They should be glad to be having us and doing more for the older women in their search for more nourishing skincare and beauty products!Chances are the older woman has a lot more money to spend on what she likes too. I refuse to be put down by any of them.I love my beauty and skincare and I am very passionate about it and trying out new products.At 46 ain't no ageism gonna stop me 🙂 Ever!Why should it??I'l look that bad boy straight in the face and carry on

  23. Katy Standen
    July 8, 2015 / 11:44 am

    Ah love this post, I'm going to have to grab links of all these 30+ blogging ladies. As a 33yr old blogger I def feel like a bit of an odd one out at times. I'm a mum that loves fashion & beauty so primarily blog about that, the parent perspective crosses over naturally, though as beauty products have to fit these needs. My kids are beyond that baby stage so I'm not interested in the latest baby gadget etc.

  24. Beth Elliott
    July 9, 2015 / 11:25 am

    Great post. I'm new to the blogging world, having only started a couple of months ago and am turning 30 early next year. I am a fan of so many bloggers who are in their early twenties, and did wonder whether I was 'over the hill' when I started, but soon realised that there is a place for us all. I don't just want to see products looking great on young girls with amazing skin, I want to see wrinkles, grey hairs and crows feet and read posts about the best anti aging products. Love your blog, keep the posts coming. xBeth-

  25. Eli Dumas
    July 9, 2015 / 11:48 am

    Hi Hayley, great topic discussion. I'm a 43 year old beauty blogger although I'm still going through a "teenager" phase regarding make up as I only started wearing it after I turned 38 so I don't mind following younger bloggers, in fact I find them very knowledgeable. As far as skincare goes I have a masters degree as I've been very strict with my skin care routine since the age of 8. Not sure where this comes from, though, as my mum is the worst at keeping any beauty routine and I don't have any siblings.

  26. Christine Dodd
    July 9, 2015 / 5:10 pm

    I'm a 53 year old blogger and would love it more of my age group were involved – I read blogs from all genres and all age groups and learn loads!

  27. Tendai Ngorima
    July 10, 2015 / 6:50 pm

    I'm 37 and a blogger. I do agree with you to agree certain extent, it does feel like we fall off radar at a certain age and it becomes so much harder to dominate the blogisphere. Great post :)

  28. Misty W.
    July 12, 2015 / 6:43 pm

    My sister, college roommate, and I are starting a colab blog over on, and we're all in our early-mid 40's. Definitely believe that we need to be better represented!

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