For decades, the beauty industry sold a promise that felt almost impossible to escape: stop ageing. Creams, treatments and procedures were marketed as weapons in a battle against time itself. But a new movement is changing that narrative.
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Dr Fawzia Salie, MBChB, Advanced Diploma in Aesthetic Medicine, the founder of Aesthete Aesthetics & Anti-Ageing in Cape Town, dove into the reason why modern women are investing in ageing well, not simply looking younger.
She states that across the worlds of medicine, wellness, and aesthetics, the conversation is shifting away from anti-ageing and towards longevity.
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“As a medical doctor, I have noticed a significant change in what patients are seeking. Women in their thirties and forties are no longer waiting for visible signs of ageing before taking action. Instead, they are becoming proactive.
“The question is no longer, ‘How do I look younger?’ The question is, ‘How do I age well?’ This distinction is important. The future of beauty is not anti-ageing. The future of beauty is longevity.”
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