Embracing Pro-Ageing and Wellness in Beauty: A Conversation with Millie Kendall OBE
We were recently fortunate to welcome Millie Kendall OBE, serial entrepreneur and CEO of the British Beauty Council, to the Smart Beauty Podcast. As one of the most influential voices driving change in the beauty industry today, Millie has spent over three decades championing inclusivity, transparency, and positive messaging across the sector.
Through her work with the British Beauty Council, Millie advocates for a beauty landscape that not only celebrates diversity but also supports the unique needs and experiences of people at every stage of their lives.
In our conversation, we delve into critical questions around ageing and representation in beauty—a topic Millie is especially passionate about. We explore the industry’s shifting attitudes towards ageing, the rise of pro-ageing messaging, and how brands can genuinely support all ages without reinforcing harmful stereotypes. Millie also shares her insights on the booming menopause care market, the challenges women face, and the council's role in promoting beauty standards that empower rather than limit. Highlights from our chat are below. And you can listen to the full episode here.
The Shift in the Beauty Industry’s Approach to Ageing
When asked about how the beauty industry’s approach to ageing has evolved over the past decade, Millie highlighted an undeniable driver behind the change: commercial interests. She explained how major companies began shifting their focus when they recognised the significant spending power of women over 40.
“Disposable income is no longer with the younger generation as it once was,” she said. “At the turn of the century, it became apparent that over-40s, over-50s, and beyond were the ones holding the wealth. So, we started to see brands engaging with older women who had more money to spend.”
Icons like Andie MacDowell and Jane Fonda have become celebrated figures in beauty campaigns, embracing their age and challenging previous norms. However, Millie acknowledges that, as progressive as this shift appears, it is largely rooted in economics rather than the actual needs of older consumers.
Moving Beyond Age Hysteria
Despite progress, the beauty industry is still criticised for perpetuating age-related anxieties, with terms like “anti-ageing” remaining ubiquitous. Millie believes that while these attitudes won’t disappear overnight, there is a growing opportunity for change, particularly through the wellness industry.
“I’ve become much kinder to myself as I’ve aged,” she reflected. “I’m more appreciative of the nooks and crannies, the wrinkles and the flab. Wellness plays a huge role in this—it’s about how you feel, not just how you look.”
From prioritising sleep and exercising more regularly to adopting healthier habits like taking supplements, Millie emphasised that feeling good is often the key to looking good.
“No one will ever convince people not to want to look youthful,” she admitted. “But it’s about striking a balance—feeling fabulous for your age and embracing what makes you uniquely beautiful.”
Wellness and Pro-Ageing Messaging
The rise of pro-ageing messaging and wellness-focused brands has sparked questions about authenticity. Millie acknowledged that while some companies genuinely integrate age-positive values, others simply jump on the bandwagon for commercial gain.
“The brands with true integrity—where age positivity is part of their DNA—will always stand out,” she said. “Consumers can sniff out disingenuous efforts eventually. Brands like [example brand] are great examples of integrating inner health and outer well-being for all ages, which feels both genuine and impactful.”
Protecting the Next Generation
Millie also touched on the concerning trend of young people turning to injectables such as lip fillers and Botox. She highlighted the British Beauty Council’s efforts to regulate these procedures and better protect young people from the idea that ageing is something to be avoided at all costs.
“While there are safe treatments like laser facials, there’s a dangerous message being sent when younger people feel compelled to use injectables to prevent ageing,” she warned. “It’s vital that we create a healthier, more empowering dialogue around beauty and ageing.”
Final Thoughts
Our conversation with Millie Kendall highlights the complex and evolving relationship between beauty, ageing, and wellness. While commercial interests undeniably play a role in shaping industry trends, the growing emphasis on pro-ageing and holistic well-being is a positive step forward.
As Millie so perfectly put it, “It’s about finding what makes you feel fabulous at every stage of your life.”
By embracing authenticity and encouraging self-kindness, the beauty industry has the potential to redefine ageing—not as something to fear but as a natural and beautiful part of life.