Anti-ageing – outdated or still relevant?

For years now we haven’t given a second thought to the term ‘anti-ageing’ often seen stamped across our beauty products. However, without realising, we’re buying into the negative idea that we can’t continue to look as we age.

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Why are we anti ageing?

We’ve made some huge strides in the past five years when it comes to unrealistic beauty ideals. We now celebrate diversity, encourage body positivity, fight for equality, live our lives how we please and build each other up not down – so why are we still anti growing older? After all, it’s not a condition that needs to be cured – it’s a natural and inevitable part of life.

Here at, we believe in a holistic approach to skin health. This is why we’ve spent years developing our inside out two-step system: the re.form serum and re.vive supplement. We believe beauty starts within and there’s a direct correlation between what we put in our body and the ultimate health of our skin.

Sure, you may see the term ‘anti-ageing’ associated with some of our ingredient benefits, this is because it’s what you’re looking for – but we hope to change this conversation over time.

Our attitude to ageing is honest, real and transparent. We want to focus on supporting the skin as it matures, rather than desperately trying to hide the signs. The key is care for and nourish your skin as life progresses because it feels good and everyone deserves to feel their best.

A positive approach to ageing

We cannot avoid ageing but we can certainly improve our skin so it looks its best at 30, 40, 50 and beyond. We’re passionate about helping you build a positive relationship with age and your skin.

Of course, you still want products that help you maintain healthy, glowing skin. The key is to introduce defensive steps into your skincare regime from the outset to encourage greater skin health. This includes wearing sunscreen daily and using products with nourishing, antioxidant-rich ingredients like pomegranate seed, kiwifruit and totarol, which you’ll find in re.form. These natural powerhouse ingredients support the skin’s cellular renewal function, hydration levels and overall skin health.

Navigating the natural changes in your face through the years can be confronting and overwhelming but they need not be. Instead, focus on protecting and preserving the skin by feeding it with skin-loving nutrients to ensure you put your best face forward, at any age.

Below are some of our hero ingredients, which help to nurture your skin through every stage of life…


A naturally-occurring plant extract, Totarol is extracted from native New Zealand Totara trees for its strong antimicrobial and preservative properties. The botanical antioxidant is a potent compound when it comes to neutralising free radicals linked to skin ageing.


Squalane is a plant-derived oil that carries numerous skin benefits from hydration and plumpness to improved texture and healing properties. It also helps to shield skin from free radicals, which are known to speed up the ageing process.

Avocado Oil

Avocado oil is one of the most penetrative natural plant oils, as it is believed to penetrate through the epidermis and into the dermis layer of our skin. It is a nutrient-rich humectant renowned for its ability to absorb and retain moisture, delivering long-lasting hydration that encourages natural collagen formation.

Borage Seed Oil

Our New Zealand Borage Seed Oil is renowned for its regenerative properties derived from its essential fatty acid content and GLAs (Gamma Linolenic Acid). This nutritive oil helps fight inflammation, restore elasticity and encourage cell turnover.