Have you ever wondered what makes a baby’s skin so soft, or how children heal so much faster from scrapes and bruises? The natural process of aging slows down or even stops our bodies from producing the essential nutrients skin needs to quickly thrive and heal. Antioxidants, collagen, hyaluronic acid, elastin—these and more diminish with time. Just as we reach for a multivitamin to replenish vital nutrients in the body, the right skincare ritual at the right age can help maintain a healthy-looking complexion as skin’s needs evolve over time.

Skin vs. Environment, Genetics & Lifestyle
While time is a universal influence on how skin ages, there are other factors that affect skin’s health throughout the years. Your environment is one such factor—where you live, your climate, sun exposure, and air quality. The greatest of these, in terms of aging skin, is sun exposure.

Genetics also come into play, informing some of the ways skin naturally reacts to its environment and our lifestyle choices. Things like nutrition, sleep, stress levels, and smoking can accelerate the natural decline of skin structure and functions, affecting our complexions and even how well skin responds to certain treatments.¹

Whether within or beyond our control, choosing the right skincare products and a consistent ritual can help mitigate these environmental, genetic, and lifestyle factors so you can enjoy your best skin at every age. Read on for our expertly-curated rituals by decade.

30s & Under: Preserve & Protect

Key Concerns: Hydration & Renewal

In your 30s and under, you’ll start to notice your body and skin may not repair as swiftly as before. You may find you need more sleep to fully function, or that your skin feels drier and looks a bit dull. Signs like these signal that your body is beginning to go through the natural process of aging.

Research shows that sun exposure as well as heat can lead to visible signs of premature aging in skin², such as fine lines, wrinkles, and uneven tone. To preserve skin’s youthful health, it’s crucial to begin early, protecting skin from harmful UV damage and hydrating to replenish lost moisture.

Our Solution
Create a consistent ritual to keep skin looking radiant. Commit to healthy habits such as daily cleansing, balanced hydration, and SPF to help prevent premature signs of aging skin.

Ritual Recommendations
Mask with Multi-Task Serum Eye Mask: Hydrating under-eye masks or gels deliver essential moisture to brighten the eye area and reduce the look of premature lines. In clinical results after two weeks of under-eye masking with Multi-Task Serum Eye Mask, 100% of users between ages of 39 and 60 reported skin around eyes felt hydrated and looked brighter, while 97% reported crow's feet & dry lines around eyes were looked improved.

Hydrate with Mattifying Gel Moisturizer: Choose a gentle, lightweight, everyday moisturizer to give skin a sheer-matte finish while locking in balanced hydration. Mattifying Gel Moisturizer saturates the skin with hydration, leaving the complexion with all-day moisture and a smooth, satin finish.

Defend against sun damage with Beyond SPF UV Defense Masque SPF 30. It protects skin from harmful UV rays and damage caused by blue light and other pollutants. With mineral-based, non-nano, broad-spectrum protection, this sheer and weightless sunscreen helps support overall skin wellness, delivering hydration and antioxidants and helping strengthen the moisture barrier.

40s: Address & Treat

Key Concerns: Elasticity & Firmness

Many women begin perimenopause in their 40s, causing hormonal fluctuations with signs of aging appearing. Lack of firmness spotlights aging with visible lines, wrinkles, and overall loss of volume in the face. This occurs as the body starts to lose subcutaneous fat—the fat that lies just beneath the skin. Volume is lost because the body now breaks down this fat and collagen more quickly than it’s produced.

Our Solution
Rotate targeted treatments with highly-concentrated actives to target these decreases. This helps address signs of aging, particularly in skin around the eyes, neck, and other areas of unique concern.

Ritual Recommendations
Tone with VTM Micro-Essence: Refine pores, even tone, and layer weightless hydration to soften skin and help your remaining products better-penetrate your complexion for maximum benefits. VTM Micro-Essence is scientifically formulated to diminish the look of pores and improve tone and texture of dry, dull, or damaged skin over time.

Treat with Timeless Skin Serum: Incorporate treatment serums that target your skin’s unique needs to promote the look of overall skin wellness. Timeless Skin Serum is formulated with advanced hydrators and protective extracts to deliver dramatic results, addressing signs of aging while improving skin tone, texture, and hydration.

50s: Revitalize & Hydrate

Key Concerns: Dullness & Dehydration

For women in their 50s, menopause causes a drastic drop in hormone production, making the natural signs of aging skin and body more distinct. Bone resorption occurs, visibly presenting as a loss of volume, particularly in the middle of the face as collagen is depleted. Hormonal fluctuations also lead to dullness and thinning skin. Dehydration occurs more readily in the complexion as the skin's moisture barrier becomes drier with age. Dry skin will only highlight signs of aging, making wrinkles and uneven texture appear more prominent.

Our Solution
Address new signs of aging, thinning skin, and hormonal fluctuations with skincare designed to renew, nourish, and hydrate.

Ritual Recommendations
Cleanse with VTM Cream-to-Foam Cleanser: A gentle cleanser conditions the skin while breaking up impurities. VTM Cream-to-Foam Cleanser is formulated with nourishing amino acids to leave skin feeling soft, never stripped. Amino acids help improve the performance and enhance the effect of other antioxidants. Research has shown that amino acids help maintain skin’s hydration, resilience, and an overall healthy appearance.

Mask with Vitality Treatment Mask: Multitasking and intensely-hydrating treatment masks are important to layer into your weekly and monthly ritual to leave skin looking and feeling plump, smooth, and supple. Vitality Treatment Mask (VTM) is our spa-quality rescue mask, clinically proven to plump, brighten, smooth, and reveal healthier-looking skin instantly and over time. VTM is clinically proven to increase hydration levels by 48% with just one use. With repeated use, you will see improvements in the appearance of pore size, a more balanced complexion, and overall more revitalized, healthier-looking skin.

60s: Restore & Smooth

Key Concerns: Aging & Deep Wrinkles

In your 60s, the sharp decline of estrogen and progesterone results in significant skin changes. Visible signs of aging in the complexion are definite and thinner skin loses moisture more quickly. The appearance of fine lines and wrinkles are exacerbated by dryness and dehydration, making moisturizing and hydrating ingredients key to combating the appearance of aged skin.

Our Solution
To combat hormonal deficiency and its effects, focus on anti-aging treatments to restore and smooth for optimal skin health.

Ritual Recommendations
Care for eyes with Phormula 3-10 Eye Intensive: Treat signs of aging around the delicate eye area with powerful yet gentle care, reducing the look of under-eye bags and puffiness and improving the appearance of fine lines and wrinkles. In a 28-day clinical study of our Phormula 3-10 Eye Intensive, 91% reported that under-eye bags and puffiness looked diminished.

Treat with Phormula 3-10 Serum Concentrate: For anti-aging revitalization, infuse skin with powerful active ingredients that support rejuvenation and vitality, targeting the six signs of aging: firmness, elasticity, hydration, tone, texture, and depth of lines. Powered by our proprietary Epigene-6™ complex, Phormula 3-10 Serum Concentrate is a powerful treatment serum that supports skin rejuvenation, improves complexion vitality, and leaves skin soft and supple, resulting in a refreshing glow.

70s+: Repair & Nourish

Key Concerns: Soothing Sensitive Skin

After age 70, skin is thinner and more delicate than ever before, due to the natural aging process as well as lifelong environmental and lifestyle factors. Using too much force in your skincare ritual can easily result in more fine lines and increased loss of firmness.

Our Solution
Choose mild formulas for more mature complexions. Use gentle pressure when cleansing and applying products to calm and comfort sensitive skin.

Ritual Recommendations
Tone with Soothing Relief Hydration Lotion: Based on your skin’s unique needs, choose a benefit-driven toner or essence to replenish hydration and skin comfort, restore the feel of elasticity and firmness, or soothe dry, tight skin. Powered by our SensCalm³™ Complex, Soothing Relief Hydration Lotion brings cushioning hydration to give skin a comfortable, supple feel while helping to fortify skin’s moisture barrier. In a 28-day clinical study of users ages 36 to 53, 100% reported an improvement in skin discomfort and 97% reported an improvement in skin tone, dryness, tightness, and moisture retention.

Moisturize with Phormula 3-10 Skin Repair: Choose an advanced, rejuvenating moisturizer that delivers both instant and long-lasting hydration, helping repair skin’s moisture barrier to intensively protect skin morning and night against dryness, moisture loss, dullness, and sagging. Ultra-soft and luxuriously rich, Phormula 3-10 Skin Repair’s high-tech rejuvenating formula melts into the skin, delivering vital moisture. Proven powerful actives, including our proprietary Epigene-6™, work to improve the appearance of skin firmness, elasticity, density, tone, and texture while dramatically diminishing the appearance of fine lines and wrinkles.

For complete age-based skincare ritual recommendations, explore our Skincare by Age Guide and tune into our podcast episode Skin & Age to learn more.

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1. National Library of Medicine
2. Journal of Investigative Dermatology Symposium Proceedings