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There’s a French saying: Before 40, a woman’s face reflects her genes; after that, it shows how well they've looked after it. They might have a point.

Ageing is a gradual, continuous process, but did you know that less than 20 percent of how our skin ages is caused by natural internal or intrinsic factors?

Think about it. That means that 80 percent plus of skin ageing – lines, sagging skin, pigmentation, loss of radiance and even tone – is caused mainly by extrinsic (external factors), and can be avoided or, at least, lessened.

So what are the secrets to ageless skin? By addressing the causes of that 80+ percent – through healthy lifestyle habits and good skincare – we hold the power to significantly impact our skin health and appearance. And the younger we start looking after our skin, the better the results.

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80%+ of skin ageing

– lines, sagging skin, loss of radiance and tone, pigmentation –

is caused mainly by external factors

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The Experts Weigh In

Skin scientists know a huge amount about how the skin works, and they make new discoveries constantly. 

They tell us the culprits that cause extrinsic ageing on our skin are exposure to UV light (mainly sun damage), pollution and toxins, as well as lifestyle factors like stress, smoking and drinking alcohol. 

Lucky for us, this means they create skincare that addresses, prevents and counteracts this damage. Hint: you want to look for reputable brands that use scientifically validated formulas and ingredients to care for your skin.

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Image: Pexels.com/Cottonbro Studio

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Your Skin at 20s, 30s, 40s, 50+

We aren’t all blessed to be born with perfect skin, and most of us meet skin challenges, such as hyperpigmentation, dryness and dehydration, rosacea, not to mention acne, open pores and blemishes, along the way. We’ll be addressing these in upcoming articles.

When it comes to skin ageing, the best way to preserve our skin’s youth capital is understanding how it acts and changes at each decade and adjusting our lifestyle habits and skincare accordingly.

Let’s dive in.

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Your Radiant 20s: Time for Preventive Action

Image: Pexels.com/Alexander Suhorucov

For most of us, our 20s mark the peak of skin vitality.

• The trials of teen acne are hopefully behind you. You may have some post-inflammatory hyperpigmentation (PIH) from acne.
• Skin undergoes rapid cell turnover, as fresh, plump cells rise to the surface and old, dry cells slough off at top speed.
• Collagen, the most abundant protein found in the skin’s dermis, gives the skin its structural support and strength. Collagen and elastin fibres work together to keep our skin plumped up and elastic, giving us our youthful glow and smooth texture. These are performing at their peak, but natural ageing causes us to lose about 1 percent of collagen a year from our 20s.
• Sadly, although signs of sun damage can’t yet be seen, below the surface, unseen damage from free radicals starts accumulating, paving the way for premature ageing and heightened skin-cancer risk.

Your 20s skin regimen

Your most important task is to safeguard your skin against premature ageing and sun-induced damage.

Studies show that using skincare that’s rich in antioxidants (such as vitamins A, C, E and polyphenols and flavonoids) can help fight free-radical damage to the skin.

Try to avoid the sun as much as possible and ensure you’re protected by wearing protective clothing. And use a smart (meaning it offers anti-ageing, antioxidant and moisturising benefits) SPF 50+ sunscreen against UVA and UVB light daily.

If you do have mild PIH, don't skip sunscreen every single day, as the dark spots can be stimulated by UV light.

Product highlights:

• Cleanse gently but thoroughly with a cleanser enriched with fruit acids, like Youth Activating Cream Cleanser, to encourage natural exfoliation and keep pores clear and balanced.

• Our light, hydrating Youth Activating Microemulsion contains cell-energising NAD, which also supports the antioxidant defence system, plus powerful antioxidants and soothing ingredients.

• Our mineral-based, lightweight, non-ashy Youth Activating Invisible Mineral Sunscreen ticks all the boxes.

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Less than 20% of how our skin ages

is caused by natural internal factors

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Your proactive 30s: Maintain skin capital, prevent and address decline

Image: Pexels.com/Dziana Hasanbekava

Transitioning into your thirties unveils subtle shifts in skin texture and tone.

• Cell regeneration starts slowing down, leading to dullness and unevenness.
• Collagen and elastin production also slows down and our skin continues to lose existing collagen. This manifests in the first fine lines, especially around the delicate eye area.
• Melasma (hyperpigmentation on the cheeks, nose and forehead) from pregnancy and oral contraception can be a problem.

Your 30s skin regimen

Invest in your skin’s future by taking proactive steps to rejuvenate your skin.

Regular, gentle chemical exfoliation stimulates cell turnover and boosts radiance.

Introduce eye cream infused with antioxidants to combat and prevent early signs of ageing and maintain skin elasticity.

Product highlights:

• Our leave-on Youth Activating Exfoliating Serum contains gentle polyhydroxy acids, plus soothing ingredients, so it can be used by even sensitive skins.

• Youth Activating Eye Serum.

• Plump up those first lines and prevent them becoming deeper with a concentrated hyaluronic acid treatment, like Youth Activating Instant Filler.

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Your Fantastic 40s to 54: Preserve, address, supplement

Image: Pexels.com/ArtHouse Studio

Entering your 40s signals significant changes in skin elasticity and firmness, worsened by accumulated sun exposure and hormonal shifts when you start entering menopause.

• During perimenopause and menopause, there’s a significant decline in oestrogen and progesterone levels, while levels of the androgen testosterone may remain relatively stable or even increase slightly. These hormonal changes will carry on progressively into your 50s.
• Oestrogen helps to maintain supportive collagen and elastin, as well as many skin functions, so its progressive decline in the body causes many skin changes:
• Dryness, thinning and wrinkles
• Increased susceptibility to certain skin conditions
• Increased TEWL (loss of water from its surface), so it becomes dry and flaky
• Possible increase in sensitivity, irritation and inflammation
• Pigmentation increases (age spots) or decreases (white patches) due to declining hormones, aggravated by sun damage.
• You may experience adult acne too, as testosterone can stimulate the sebaceous glands in the skin to produce more oil (sebum), which clogs pores and causes acne. Totally unfair!
• Glycation - a natural and necessary body process when glucose (sugar) fuels our cells – can also damage our collagen. It can create Advanced Glycation End-products (AGEs), which are responsible for linking collagen protein fibres together and making them brittle, causing wrinkles and deep lines, sagging skin and discoloration, which are made worse by UV exposure. It can also cause inflammation, hinder skin cell regeneration, and speed up the ageing process.

40s+ skin regimen

Using phyto-oestrogen skincare with soy or yam extract can help counteract some of these symptoms.

Consider HRT: Speak to your gynaecologist or endocrinologist about taking hormone replacement therapy (HRT) can reduce or prevent some of these changes. They will examine your health and risk profile (especially if you have had breast cancer or have a family history) to see if you are a good candidate.

You need to treat your skin with TLC with gentle products that boost nourishment, replenish moisture levels and fortify the skin barrier and the consequences of oestrogen loss.

Product highlights:

• Youth Activating Essence is our ‘skin moisture bath’. It acts as a primer and replenishes energy, supports collagen, and delivers intense hydration for plumper, softer, calmer radiant complexion.
• Our multi-action Youth Activating Cream Concentrate provides rich nourishment as it fights glycation, strengthens, hydrates and protects skin. It targets visible ageing signs including sallowness, dullness, age spots, and wrinkles.

• Youth Activating Overnight Mask is a blessing for menopausal women plagued by insomnia. The creamy 2-in-1 leave-on mask contains Immunight™, which enhances sleep quality. As you rest, the mask boosts skin recovery and repair from daytime damage and combats signs of tired skin.

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From our 30s, collagen production declines by 1.5% per year,

reaching 50% reduction by age 50

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Fabulous 55+ and Forward: Preserve, Nourish and Comfort

Image: Pexels.com/RDNE Stock project

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Post-menopause, your skin changes become much more noticeable, thanks mostly to continued loss of oestrogen and accumulated sun damage.

• Oestrogen helps maintain skin hydration by stimulating the production of hyaluronic acid and collagen, so skin becomes less able to retain moisture.
• Skin becomes drier as its ability to produce oil diminishes.
• Decreased oestrogen levels also affect the skin's protective lipid barrier, leading to increased transepidermal water loss (TEWL) and aggravating dryness.
• This dryness can also cause increased skin reactivity, itching and irritation.
• As oestrogen levels decline during and after menopause, collagen production decreases. Loss of skin elasticity and firmness results in sagging and wrinkles.
• Cell turnover slows down, as does the skin's ability to repair itself. It becomes rougher, more dull and uneven.
• Collagen fibres also support skin blood vessels, so skin becomes more fragile, thinner and more susceptible to injury and bruising.
• Skin becomes more prone to conditions such as acne, hyperpigmentation, rosacea and increased facial hair growth.
• And if you’ve been a sun-worshipper, all these symptoms will probably be much worse, showing up as deeper wrinkles, leathery texture, age spots and sagging.

Signs of environmental sun damage Image: Pexels.com/Moe Magners

Your 50s+ skin regimen

Your main aim is to compensate for these changes to enhance skin resilience and keep skin healthy and youthful, plump, firm, more elastic, less dry and radiantly vital.

Explore nourishing anti-ageing formulations that are designed to counteract hormonal ageing, with firming, regenerative, comforting and moisturising benefits.

Product highlights:

• Address ageing and hyperpigmentation with a gentle retinoid treatment. Youth Activating Retinoid Serum fades and prevents age spots as it reduces fine lines, wrinkles, pores and blemishes and calms irritation. Suitable for all skins, including sensitive.
• Pair this with high-factor sunscreen to prevent further melanin stimulation and safeguard skin health.
• SuperNAD Youth Activating Facial Sheet Mask gives your skin intense hydration as it calms irritation and illuminates instantly, while promoting long-term firming and lifting.

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Oestrogen helps maintain collagen and elastin 

and many skin functions

There’s a significant decline 

during perimenopause and menopause

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Decade by decade, are you ready for your full reveal?

Top Skin Concerns By Age At A Glance

Your ideal Invity skincare for each decade

The lifestyle secrets to skin that looks great into your 80s and beyond:

• Cut down on sun exposure and wear sunscreen daily
• Stop smoking
• Ensure your diet contains lots of antioxidant rich foods (bright fruit and vegetables) and good proteins and fats (nuts, seeds, salmon, which provide us with amino acids). Make sure to include foods rich in vitamin C, zinc, and copper, which contribute directly to production of healthy collagen
• Drink your eight glasses of water a day
• Try to manage your stress
• Get regular exercise that speeds up your heart rate, stretches your muscles and joints, including strength training with weights
• Get eight hours of sleep a night

Simple, really!