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A few months ago, a customer said something to me that I haven’t stopped thinking about since.
She looked at our products, formulas designed to be hydrating, natural-looking and suitable for mature skin and asked:
“If your products are designed for women like us… why does every tanning brand including yours still only show young models?”
Honestly, she was right.
For years, the beauty industry has quietly convinced women that glowing skin somehow belongs more to youth. Even in tanning, most campaigns still revolve around twenty-year-old models with perfect skin, heavy bronzer and ultra-dark results.
But the women actually buying these products? They’re often in their 40s, 50s, 60s and beyond.
Women who don’t necessarily want to look “tanned.”
They want to look fresh. Healthy. Radiant. Well-rested.
That conversation became the beginning of our “Glow Has No Age” campaign that we just filmed in March.
After thinking about it more, I realised something else too....the women around me every single day were already using Ms.Lova.
My friends.
My sister-in-law.
My nail technician.
My brow artist.
My mum.
Real women. Different ages. Different skin. Different stories.
So instead of hiring models, I simply called the women already in my life and asked if they’d be part of a real campaign showcasing what modern beauty actually looks like.
And they said yes.
For my birthday this year, turning another year older also made me reflect on how differently I approach beauty now compared to my twenties. I no longer chase overly dark, dramatic tans. Instead, I find myself choosing softer, more natural-looking glow, the kind that makes skin look healthy rather than obviously fake-tanned.
And I realised I’m not alone.
More women over 40 are quietly moving away from heavy, orange-based tans and choosing lightweight formulas that enhance the skin rather than cover it. The modern glow is less about looking darker and more about looking alive, luminous and confident.
One of the most emotional moments for me during the shoot was having my own mum, now 72, involved in the campaign.
Because glow truly has no age.
At Ms.Lova, this philosophy has shaped the way we formulate our products from the beginning. I created our tanning range to feel lightweight, natural and skin-focused - formulas that don’t cling aggressively to dry areas or leave skin looking overly processed.
Our customers constantly tell us they want:
- natural colour
- hydration
- softer finishes
- believable glow
- confidence without looking “done”
Hydration plays a huge role in how natural a tan looks on mature skin, which is why our Hydrating Body Balm has become a staple in many of our customers’ routines.
And honestly? I think beauty is finally moving in that direction too.
The new luxury in beauty isn’t perfection.
It’s skin that still looks like skin.
It’s confidence.
It’s softness.
It’s glow.
At every age.
Read more about My story and the philosophy behind Ms.Lova here.
Natasha xo