Why Hide It?

Not a big fan of the word "ageless.”  Believe me, I wish it would work—because we could use some age-neutral terms in the lexicon. But it’s not age-neutral.

“Ageless” tells us “without age” is a good thing—which means age itself is a bad thing. And we already have plenty of ways to say that.

Cosmetics marketers use it as a way to not actually say “anti-aging,” although that's exactly what they mean. Because if a woman looked truly ageless, you wouldn't be able to tell whether she’s 20 or 80.

And you know that's not what they're selling.

Photo by Ron Lach on Pexels