Look @ the Beauty: Age Ain't Nothing but a Number

I, Jennifer von Walderdorff, Founder of Look at the Labels, turn 40 this month. Forty. The number that used to sound like it belonged to someone else’s mum, back when I was 20 and couldn’t imagine a life past Friday night drinks. But today, 40 doesn’t feel like a beige cardigan and a polite slice of cake. It feels electric. And it should — because beauty has glowed up, filled out, gained a few laugh lines, and strutted into the room with a bold lip and a better skincare routine. Much better.

Let’s rewind. When Oprah turned 40 in 1994, she was fighting tabloid headlines and a sizeist industry. She was powerful, but still had to defend her existence, her curves, and her age. At the time, 40 meant you’d better be married, have kids, hide your knees and own a proper teapot. Fast forward to today, and 40-year-olds are running businesses, starting families (or not), rewearing jumpsuits, and going viral for restyling vintage denim jackets with badges their kids steal.

But let’s also be honest. We’re living in an era where beauty has become pixelated. Airbrushed abs, AI “realness,” and celebrities who credit their skin to "hydration" — while quietly thanking their private dermatologists and the numerous AI apps. The unattainable has become the standard. A whole generation is getting lip filler in their 20s, while TikTok pushes ‘before-and-after’ filters like we’re all just a bad first draft.

So where does that leave us — the women turning 40 without a publicist, but with a pension plan and a wild desire to reclaim our wardrobes and our worth?

It leaves us exactly where we need to be: in a revolution. Quiet, sometimes — loud, when necessary. Because beauty at any age isn’t just possible — it’s powerful.

The Real Beauty Glow-Up

Here’s what 40 actually looks like today:

• You can wear red lipstick just because, and not for a date.

• You don’t wait for permission to cut your hair, grow your hair, or let it grey — you just do it.

• You know what lighting works for your selfies and what lighting works for your peace.

• You can lift others up without feeling smaller yourself.

• You finally understand that cellulite isn’t a flaw, it’s just flesh — and it jiggles when you dance, which is adorable.

Look @ the Beauty Hacks That Actually Matter

Like my first published book, Look @ the Labels, I want to drop some pragmatic, unfiltered tips to reclaim your power at 40 and beyond:

• Look @ Your Mirror, Not Your Feed: Social media isn’t real life. Your bathroom mirror? That’s where the truth lives — and she looks pretty damn good with a bit of SPF and 2-3 litres of water a day.

• Look @ the Fabric, Not the Tag: Just like your clothes, beauty isn’t about the brand — it’s about the feel. Wear what makes you feel magnetic. Silks, linens, or your kid’s oversized hoodie — if it feels right, it is.

• Look @ the Labels of Your Thoughts: “Too old,” “too big,” “too late” — remove these mental tags. They’re outdated stock. Time for a fresh mindset drop.

• Look @ the Light: Natural light, natural joy, natural laugh lines. Find the light and stand in it, literally and figuratively. If Beyoncé can carry a wind machine, you can own your glow.

• Look @ the Women Who Raised You: Your mum, auntie, neighbour, or the older friend who always wore bold earrings and zero shame. Beauty at any age has always existed — we’re just finally talking about it.

Beauty Is a Mood, Not a Metric

The true glow-up isn’t anti-wrinkle. It’s anti-comparison. It’s understanding that beauty doesn’t peak — it evolves. You don’t become less stunning as you age — you just become more you. And while you might not be airbrushed in real life, you are air-strong, air-smart, and air-fabulous.

So here’s to 40 — not as an ending, but as the launch of your next lookbook.

Let your thighs touch. Let your smile be crooked after a good glass of wine. Let your roots grow in if you want to. Let your kids see what a real woman looks like when she loves herself without conditions.

Let 40 be loud, luxe, and lived in.

Because the only label that matters now is the one you give yourself.