Influencers share mature beauty tips – 05/27/2023 – Equilíbrio

“I was married for 20 years. My ex-husband was very sexist. I suffered an abusive relationship. After so long giving up my dreams, living in a relationship full of jealousy and a lot of control, I decided to separate. It was a life challenge , because I was already 42 years old”, says Adriana Tabuti, 52, while preparing her skin and applying makeup in front of the camera in a post on TikTok, a network where she has more than 530,000 followers.

The video continues with a summary of her trajectory: despite the difficulties, she broke up and took beauty courses, a topic she always liked to talk about. “I stayed firm in my purpose, which is to help all mature women to find themselves again, to rediscover themselves, so that each one finds her inner strength, because age is just a number”, she completes at the end of the video, after passing foundation, concealer, shadow and eyeliner.

In the more than 5,000 comments, women talk about abusive relationships, starting over after 40, beauty and self-esteem. Drica Divina, as she is known on the networks, is an example of the influencers who, against the grain of the market dominated by younger women, make content aimed at mature women.

In addition to aesthetics, they talk about self-esteem, self-care and valuing the feminine. In the case of Drica, there are videos on topics such as menopause and the importance of self-care.

“Most women thank me because I understood what the aging of our skin is and how to use it in our favor, saying which is the best product and how we can dress, but without imposing”, she says. For her, it is important that followers understand that mature skin has different demands. Understanding the specifics of age helps with self-esteem and self-respect, she says.

With content also aimed at this group of women, Ceres Azevedo, 63, talks about the importance of exercising and eating well, in addition to giving advice on fashion and care for gray hair. “Women 50+ need inspiration, people who show them that it is possible to remain beautiful, with energy and will, whatever the age”, says the influencer.

For Azevedo, the demands of a macho society and the transformations at this stage of life, such as hormonal changes or routine with children, make many suffer from a drop in self-esteem. In her case, the crisis came at 56, when she had to reinvent herself and change professions due to an autoimmune disease. “I had to stop and ask myself: I’m a woman almost 60 years old. What am I going to do with my life?”.

Today, she likes to give creative fashion tips, such as how to turn scarves into a blouse or let your lingerie show underneath your coat. She receives praise from followers who say they are inspired and criticism from women who consider her too bold for her age. When working as a model, she also notices ageism. In three selections for advertising campaigns in which she participated, the chosen models had “a maximum of 40”, even though the products sold were aimed at mature women.

Thays Bernardes, 50, also decided to bet on this audience. She says she was always interested in self-care and aesthetics and, therefore, was a reference in the subject among her friends. After meeting them again on social media, she decided to start producing content in 2015. In 2022, after being diagnosed with skin cancer, she also started sharing her treatment.

Today, he has a YouTube account, blog, TikTok and Instagram, a platform on which he has more than 77,000 followers.

“My generation was raised with a series of stereotypes and rules. You cannot, over so many years, have long hair, wear makeup. Today we see a liberation from that. Women 50+ are managing, perhaps for the first time in their lives, to see in social networks people who go through the same things as them”, he says.

For psychologist Margherita Mizan, Master in Gereontology from PUC-SP (Pontifical Catholic University of São Paulo), it is important to reflect on the concept of beauty imposed by society and to see naturally the changes typical of this phase of life. She indicates self-care to stay healthy and with good self-esteem, as well as respect for one’s own way of being, regardless of social impositions.

“The world is made up of many shapes, colors, ways, and we are part of it. It is important that women can accept themselves as they are and are aware of their limits”, she says. “Important in life is to be on good terms with you.”