Glow25 Welcomes Sarah Jessica Parker as Our New Chief Creative Officer

The pro-aging movement just found its most iconic voice. Meet our new CCO, the campaign that will change how we talk about aging — and why this is only the beginning.

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

Something big has been happening at Glow25. For weeks, our community had been whispering — guessing, speculating, buzzing with curiosity. And finally, the secret is out.

We are beyond proud to introduce Sarah Jessica Parker as the new Chief Creative Officer of Glow25 — and to launch our boldest campaign to date: Nothing to Hide.

This isn't just a brand collaboration. This is a declaration. A manifesto. A movement. And it starts right here, right now, with the woman who has embodied grace, intelligence, and unapologetic selfhood for decades.

What Is "Nothing to Hide"?

Nothing to Hide is the campaign that captures everything Glow25 stands for — distilled into three words. It is a love letter to women who are done shrinking. Done whispering their age. Done feeling invisible. It is a celebration of confidence at every stage, and a challenge to the culture that has long told women to hide the most beautiful parts of their evolution.

"Aging is not something to be fixed. It is something to be lived — fully, visibly, and with everything you've got."

— Sarah Jessica Parker, Glow25 CCO

At Glow25, we have always believed that pro-aging is not a trend. It is a mindset — one that is backed by science, fuelled by community, and expressed through daily rituals that help you feel like the most confident version of yourself. With Nothing to Hide, we are putting that belief centre stage.

Who Is Sarah Jessica Parker?

If you experienced the late 1990s, you know exactly who Sarah Jessica Parker is. But if you think her story only played out on TV, you're about to get to know her in a whole new light.

Sarah Jessica Parker photographed for the Glow25 "Nothing to Hide" Campaign, 2026.

Sarah Jessica Parker has always been so much more than just her iconic roles. She is a producer, an entrepreneur, a mother of three — and one of the most vocal advocates in the public discourse on femininity, creativity, and aging gracefully.

Off screen, it's the same story. While the entertainment industry has always pressured women to look eternally young, Sarah Jessica Parker has consistently chosen the path of authenticity. She has spoken openly about avoiding filters and fillers and finding beauty in the texture and truth of a life well-lived. Her social media offers a glimpse into the life of a woman who loves fashion, literature, New York street scenes, and her family — but who has absolutely no interest in being anyone other than exactly herself.

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

— Sarah Jessica Parker

A Pro-Aging Advocate Long Before It Was a Trend

In an industry where women routinely feel pressure to erase the evidence of their age, Sarah Jessica Parker has consistently chosen a different path — one of transparency and visible aging. And she has done it not through grand statements, but through the quiet, powerful act of simply showing up as herself.

She told Vogue that she finds it "very misogynistic" to expect women to maintain a consistent standard of beauty for decades. She spoke about the double standard — how men in the same industry are celebrated for their "elegant" appearance, while women are criticized for the same natural changes. And she decided to just be herself.

This is the woman who joined Glow25. Not just as the face of a campaign reading from a script, but as a true creative force who shares our deepest conviction: aging isn't a problem to be solved, but a story to be told — loudly, proudly, and with nothing to hide.

Why Sarah Jessica Parker and Glow25?

You might wonder: of all the brands Sarah Jessica Parker could have joined forces with, why Glow25?

The answer is rooted in genuine alignment — of values, visions, and the kind of community we have both spent years building. Glow25 is not a beauty brand that promises to turn back the clock. We are a pro-aging wellness company that helps women feel strong, vital, and glowing — at 35, at 50, at 65 and beyond. We pair science-backed collagen formulations with education, transparency, and a community of over 69,000 engaged Glowies who support each other through every chapter of life.

That's exactly the kind of brand Sarah Jessica Parker wanted to be a part of. A brand that tells the truth. A brand that backs up its claims with real scientific data. A brand that doesn't view its customers as a target audience, but as a community with which it grows together.

"When I first heard about Glow25 and what they stand for, I didn't want to be an ambassador. I wanted to be part of building it. That's why I said yes to being CCO."

— Sarah Jessica Parker, Glow25 CCO

As Chief Creative Officer, Sarah Jessica Parker is not here to front a campaign and walk away. She is embedded in the creative process — helping shape how we tell stories, how we show up for our community, and how we continue to redefine what it means to glow at every age.

Sarah Jessica Parker's Daily Glow Ritual

One of the things we love most about Sarah Jessica Parker is that she is not someone who treats wellness as a luxury. She treats it as a daily practice — a set of intentional rituals that ground her, energise her, and help her show up as her best self every day. Here's what her daily glow ritual looks like:

• Collagen — Our Original with Vitamin C

  On days that call for a tried-and-true classic. Germany's best-selling collagen powder — and for good reason. Our Original with Vitamin C features high-quality collagen hydrolysate, enzymatically broken down into fine peptides for exceptional solubility. Combined with vitamin C, which contributes to normal collagen formation and protects cells from oxidative stress. Sarah Jessica reaches for it exactly when she wants her morning to be simple and reliable.

• Collagen Intensive

  For days when there's no time. When she's in a rush in the morning, Collagen Intensive is Sarah Jessica's go-to choice. Thanks to its innovative tripeptide formula, this convenient stick ensures particularly rapid absorption. Just tear it open, stir it into your coffee or smoothie, and enjoy. It's also perfect for on the go!

• Collagen Plus

  For those days when you need a little extra. A good routine doesn't feel like a chore — it just works. For Sarah Jessica, Collagen Plus is exactly that: a reliable part of her morning that's simply a given. High-quality collagen hydrolysate enzymatically broken down — for optimal solubility and a particularly fine texture. With vitamin C for normal collagen formation, zinc for maintaining normal skin, hair, and nails, and biotin for skin and hair.

Sarah Jessica Parker's daily Glow25 ritual — products that work as hard as she does.

This Is Only the Beginning

The Nothing to Hide campaign is not a moment. It is a movement. Over the coming weeks, you will see Sarah Jessica Parker in conversation with our community, sharing the manifesto that underpins everything we do, going deeper into the science of pro-aging, and helping us amplify the voices of Glowies all over the world who are done hiding.

Phase by phase, we will be rolling out new stories, new content, and new ways for you to be part of this campaign. Because the Nothing to Hide movement is not just about Glow25, and it is not just about Sarah Jessica Parker. It is about every woman who has ever been told to be quieter, smaller, less visible — and who has decided, with every passing year, to be exactly the opposite.

"I'm not hiding anything. And I want every woman who uses Glow25 to feel that too — that sense of ease, of confidence, of knowing you are enough exactly as you are."

— Sarah Jessica Parker, Glow25 CCO

We are so proud of what we are building together. And we cannot wait for you to be part of it.

Welcome to Nothing to Hide. Welcome to the next chapter of Glow25.