With an increasing number of older Australian women experiencing the social phenomenon of ‘invisible women’s syndrome,’ the only Australian made and owned beauty range specifically formulated for mature women’s skin, Rageism Beauty, is urging more Australian women to restore and amplify their inner confidence by confronting their own ‘invisible’ wars and investing more in their authentic selves to rediscover their true beauty. 

And that begins in prioritising themselves, embracing their age with gusto and reviving their makeup regime with confidence. 

With dozens of beauty companies heavily geared towards enticing women from their teens and early 20s, Rageism, developed with Australian essential minerals and is cruelty-free, is the only beauty company in Australia specifically designed and formulated for women over 40. 

Backed by science and driven by two passionate Australian entrepreneurs and directors in their 50’s, Doris Humunicki and Kathrine Baulderstone, Rageism is redefining how the right makeup can be embraced for maturing women and how it should fit maturing skin like a glove. 

According to Kathrine, Australia women over 40 are fed up with the ‘one size fits all’ approach when it comes to cosmetics and diverse age groups. 

“Cosmetics used by women used in their 20s and 30s do not cut it for women over 40 and beyond.  That is when Rageism steps in,” Kathrine says. 

“At Rageism, our focus is simple.  We have created a vegan luxury beauty range which does not make any claim on miracle cures, but what Rageism does celebrate and achieve is that it has been uniquely designed and formulated for maturing skin which has distinctive needs. 

“We are passionate about what customers demand with their makeup.  For some mature women, it is a time for them to be re-introduced to the world of cosmetics having abandoned that part of their lives.  And we have other customers who know that their past makeup regime needs to evolve and be fine-tuned with their maturing skin. The bottom line is that we want our customers to feel empowered and be more self-assured when it comes to makeup. 

“With each Rageism product - from our concealer, our award-winning foundation to our primer, eyeshadow kits, lipsticks and newly released finishing spray, we are meticulous in our approach in creating products which create joy and confidence for our customers.” Katherine adds. 

Doris says, “At Rageism, we know and respect that our customers have done their homework and are tired of any ‘quick fix’ solutions.  They want and demand products which successfully fulfil their needs and answer questions such a ‘how do I stop my make up sitting in my lines and wrinkles?’, ‘how do I cover redness?’, ‘what make up will work on my older skin?’ or ‘how do I apply eye make-up with hooded eyes?’.  We are confident that Rageism has those answers.” 

55-year-old Brisbane local and founder of The Spicy Boudoir, Susan Jarvis, knows and understands the power of makeup and what value it injects for a woman. 

“17 years ago, I simply did not celebrate being a woman.  I was overweight, had a single approach to make up and was in an unhappy marriage.  Fast forward to 2020, I am now running a very successful business, lost 40 kg, in a new relationship, and discovered Rageism Beauty, which has given me a new and fresh appreciation to make up for my skin,” Susan says. 

“I think for a lot of women over 40, there is an often-daunting challenge in learning how to use make up properly for your ageing skin.  For many, it all becomes too hard but that is where Rageism comes to the rescue and empowers you to embrace your face – fine lines and all! 

“Rageism was pivotal in teaching me that less is more, learn about texture and coverage and using make up which is ideal for skin.  The beauty and ingenuity of Rageism is that the products such as the face oil, primer and foundation become a silky second skin which does not melt off with the sun.  Rageism products are beautiful to wear as they are lightweight, and I never feel it is caked on. 

“The end result is that my skin looks dewy, and I have this effervescent glow which is often complimented on. 

“As a business owner and a woman on a budget, Rageism is true value for money as there is longevity in every product I use.  I have also been part of the Rageism online and face to face masterclasses and they are amazing opportunities to learn more about your skin and how to use products well.  You see the spirits of all the participants lifting as they armed with invaluable information on makeup and are a step closer in rediscovering their authentic self. 

“As a 55-year-old woman, I need products which cater for my skin.  Products which you may have been loyal to 20 years ago are not what you need today. 

“I certainly have embraced my wrinkles, and with Rageism Beauty, you can do that with vigour and certainly not feel invisible!” 

https://rageismbeauty.com.au/