Ageing Kindly
Where it began
It began with a series of conversations to understand how people really felt about ageing and how a cosmetic clinic could show up in a more honest and human way. The look and feel of the industry didn’t match what people were experiencing. It often felt cold, exclusive, and designed to make people feel like they weren’t enough. The goal was to strip that back and imagine something more welcoming and inclusive.
This all started from a personal place and what started as a thoughtful clinic and showing up in the cosmetic industry more authentically and personably turned into something deeper. In the research, women spoke about much more than treatments. They spoke about grief, identity and change. Some talked about not recognising their reflection. Others shared stories of feeling left behind or overlooked. These conversations shaped a new kind of cosmetic space that lets go of the cold, clean, intimidating vibe and makes room for real connection, therapeutic and cosmetic treatments.
Who we’re talking to
The research followed a formal approach, using one-on-one qualitative interviews. Each conversation lasted about an hour and was guided by a set of open questions. The focus wasn’t on cosmetic treatments themselves, but on people’s relationship with ageing. In this round, all participants were women. It was challenging to find men who were open to discussing the topic. If the research were to continue, it would be important to include a broader mix of gender, cultural and social perspectives to fully explore the experience.
Emerging insights
Ageing is not just about physical changes. It is an ongoing journey of evolving identity, emotions and the feeling of belonging in one’s body.
The phrase “ageing gracefully” often feels loaded. It can suggest that cosmetic treatments go against what is considered the right way to age, leading to judgement and exclusion.
This creates a divide. Either you age naturally or you do not. That mindset fuels shame, comparison and quiet disconnection, especially among women.
All genders experience ageing. Many described moments of shock or sadness when looking in the mirror or at a photo, feeling disconnected from who they are inside.
How people adapt is shaped by culture, upbringing and whether they had visible role models who socialised ageing.
There is a deep emotional layer to ageing that often goes unsupported. People talked about grief, identity shifts and invisible transitions that run alongside physical changes.
Many feel they are juggling career, family and relationships while becoming increasingly invisible in society. There is a sense of being pushed aside or left behind.
The term “anti-ageing” feels harsh and out of touch. People prefer words like “slow ageing” or “ageing kindly” that allow for a more personal and flexible experience.
Cosmetic care is not about chasing youth. It is about refreshing tiredness, especially during stressful or changing life stages.
There is clear pushback against perfection and pressure. People want honest, grounded care without sales tactics or shame-based messaging.
Clients are looking for spaces that feel safe and welcoming. They want practitioners who understand ageing and offer care without judgement or clinical coldness.
Conversations matter just as much as the treatment. People value being seen, heard and supported before, during and after appointments.
There is strong interest in holistic care that brings together emotional support, physical wellbeing, skincare and aesthetics.
People want flexible care that evolves with them, from more active treatments to gentle maintenance and supportive health approaches over time.
There is a growing call for a more empathetic and socially responsible industry. One that makes room for real stories, not just idealised outcomes.
Project stage
Ageing Kindly began as research for a new cosmetic clinic that wanted to enter the industry with care and intention. Rather than following the usual path, the goal was to build a brand with clear values, purpose and identity that felt different from what was already out there. Through the research, it became clear there is a strong demand for more open and honest conversations both among clients and across the industry about what it means to age.
What emerged was more than a brand story and how services are delivered. The findings revealed that much of the industry feels out of touch. There is room for leaders to break the mould not just in how things look but in what services are offered and how they are delivered. There is demand for clinics grounded in the philosophy and ethos of Ageing Kindly, one that supports people through a journey of care that includes emotional wellbeing, skin health, internal health and cosmetic services all delivered with therapeutic care.
Ageing Kindly now stands as a white paper to open conversations and raise awareness within the cosmetic industry. It also is the groundwork for future advocacy through a wider Ageing Kindly awareness and action campaign.
Role of Listen + Do
Listen + Do creates space for ongoing conversations within the industry. It aims to collaborate with those who embody the Ageing Kindly philosophy and values in their work. We open up conversations with people who are passionate and motivated to lead an Ageing Kindly campaign that has the potential to shift society and cultural conversations about ageing and inspire collective movements focused on kindness and support for each other throughout the ageing journey.
What’s next
We invite anyone interested in discussing, sharing, or collaborating to help grow the Ageing Kindly research, advocacy, and movement.
Who is invited to collaborate
People who work within the cosmetic industries or own their own cosmetic clinics
Industry leaders, providers, and suppliers interested in sharing and applying our research
Researchers and industry who want to fund or contribute to further Ageing Kindly research
If you want to get involved contact Natalie from Listen + Do 💌 hello@listenanddo.com.