What Our Mothers Didn't Tell Us About Getting Older — And What We're Going to Tell Our Daughters

The conversation about aging has been passed down in silence for too long. Glow25, Sarah Jessica Parker, and our community of Glowies are changing that — for ourselves, and for every woman who comes after us.

Sarah Jessica Parker for Glow25 — Nothing to Hide Campaign, 2026

Think about the women who raised you. Your mother. Your grandmother. An aunt, a teacher, an older neighbour whose kitchen always smelled of something warm. Think about what they taught you — about kindness, about cooking, about heartbreak, about hard work.

Now think about what they did not teach you. What was never said out loud. What was swallowed, smoothed over, or met with a tight smile and a change of subject.

For most of us, aging was one of those things. The grey hair that appeared one morning and disappeared by the next. The comments about someone "letting themselves go." The moisturisers hidden away. The number never spoken. The quiet shame around a body that was doing exactly what bodies are supposed to do: living, aging, evolving.

The women before us didn't mean any harm. They were products of a culture that told them — loudly, repeatedly, from every magazine cover and advertisement — that aging was something to keep for yourself. Hidden. Apologised for.

We are ending that silence. Here, together, as a community.

What Was Passed Down in Silence

There is a particular kind of inheritance that skips the keepsakes and the recipes. It lives in the things we absorb without knowing it — the messages about what it means to be a woman getting older that settled into us before we were old enough to question them.

We inherited the belief that visible aging was a kind of failure. That wrinkles were to be fought, not accepted. That grey hair was "letting yourself go." That the goal was always to look younger — not to look like yourself, at every age, with everything that means.

We inherited the silence around menopause, around changing bodies, around the very real experience of becoming invisible — of walking into a room and feeling the gaze slide past you as though you were not quite there.

We inherited the habit of whispering our age, or not saying it at all. Of deflecting the compliment "you don't look your age" as though it were the greatest gift anyone could give us.

"I'm not hiding anything. My face tells a story, and I'm proud of every chapter."

— Sarah Jessica Parker, CCO Glow25

And most of us — somewhere along the way — started to feel that discomfort too. That vague anxiety in the bathroom mirror. That moment of calculation before a photo. That sense that every passing year was something to be managed rather than celebrated.

It is not our fault. And it is not our mothers' fault either. It is a story we were all handed — a story that is long overdue for rewriting.

How Sarah Jessica Parker Changed the Conversation

When we think about why Sarah Jessica Parker felt right for the Nothing to Hide campaign — not just as a partner, but as our Chief Creative Officer — it comes back to this: she has been having this conversation, publicly and without apology, for years.

While the entertainment industry was still demanding that women of a certain age simply disappear — or at least have the signs of aging removed through cosmetic procedures — Sarah Jessica Parker quietly did something revolutionary. She remained true to herself. Completely. Visibly.

She spoke out about the double standards. She refused the narrative that called her aging a "shock" or a "disappointment." She turned down the procedures that would have smoothed away the story her face tells. And in doing so, she gave millions of women something far more valuable than a beauty tip: she gave them permission. Permission to age out loud. Permission to be seen. Permission to stop hiding.

She is also — and this matters enormously — a mother. A woman who has thought deeply about what it means to raise children in a world that still, despite everything, sends the message that women are most valuable when they look younger. A woman who is consciously, deliberately choosing a different narrative. Not just for herself. For every daughter watching.

"What does getting older mean to you? We're asking — because the answer matters. And because the world needs to hear it."

— Glow25, Nothing to Hide Campaign

The Community That Is Changing Everything

At Glow25, we have always known that our products are only part of what we offer. The other part — the part that keeps our customers coming back — is belonging.

Our community of Glowies is a group of women who have found something in Glow25 they did not know they were looking for: a place where aging is not a problem to be managed, but a shared human experience to be embraced, supported, and celebrated.

Those numbers are not just metrics. They are proof of something the beauty industry has struggled to understand: that women do not just want to buy a product. They want to belong to a story. They want to be part of a community that sees them, hears them, and reflects back to them a version of aging that is honest, supported, and full of possibility.

They want, in short, exactly what we are building.

What We Know Now — That We Wish Someone Had Told Us

So what should have been said? What do we know now — as women in our thirties, forties, fifties, sixties and beyond — that would have changed everything if we had heard it earlier?

This is what our community tells us. This is what Sarah Jessica Parker embodies. This is what Glow25 stands for. And this is what we are going to make sure the next generation hears — clearly, loudly, without apology.

What We Are Going to Tell Our Daughters

So here is the promise. Here is what this community — our Glowies, Sarah Jessica Parker, and every woman who is part of the Nothing to Hide movement — is committing to. Not for ourselves. For them.

We are going to tell our daughters — and the young women in our lives — the things we were never told.

We are going to tell them that aging is not an emergency. That the changes coming are normal, survivable, and often surprisingly beautiful. That grey hair can be magnificent. That lines can be worn with pride. That the decade of your fifties or sixties can hold some of the most powerful, most connected, most fully realised years of a woman's life.

We are going to tell them that investing in themselves — in their health, their skin, their daily rituals — is not vanity. It is the opposite of vanity. It is the quiet, daily act of choosing to show up for your own life.

We are going to tell them that they are not alone. That there is a community — growing, loud, joyful, and fiercely supportive — of women who are aging on their own terms and inviting everyone to do the same.

And we are going to tell them, above all, that they are enough. That they will always be enough. That no matter what year it is on their birth certificate, they are exactly who they are supposed to be — living exactly the story they are supposed to live.

Sarah Jessica Parker for Glow25 — Nothing to Hide Campaign, 2026.

Sarah Jessica Parker and the Power of Women Talking to Each Other

One of the things Sarah Jessica Parker brings to Glow25 that no campaign could ever capture is this: she genuinely cares about women. About their stories, their struggles, their visibility, their joy. She has spent a career creating characters and telling stories that made women feel seen — and she carries that commitment into everything she does.

Her alignment with the community pillar of the Nothing to Hide manifesto is not accidental. She has spoken about how much she values the conversations between women — the honest ones, the difficult ones, the ones that happen over a kitchen table at midnight or in the dressing room before a show. She knows what it means to be heard. And she knows what it costs when you are not.

In joining Glow25 as CCO, she is not just lending her face to a product. She is lending her voice to a conversation. One that says: your experience matters. Your age matters. Your story matters. And you deserve a community that treats all of that not as something to overcome, but as something to celebrate.

The Story We Are Writing — Together

Our mothers did the best they could with what they were given. They navigated a culture that punished women for aging openly, and many of them paid a price for it — in anxiety, in silence, in the slow surrender of visibility.

We are doing something different. Not because we are better or braver, but because we have something they did not: each other. A community. A conversation. A movement that says this is how it is going to be from now on — honest, visible, supported, and celebrated.

The story we are writing — here, together, in this community, through the Nothing to Hide campaign, through every collagen ritual and every shared experience and every time a Glowie tells another woman what she wishes someone had told her — is the inheritance we are leaving.

And it is one we are proud of.

Welcome to the community. Welcome to the conversation. Welcome to Glow25.