Women over 35 shop with more experience and clearer preferences. They look for skincare that suits ageing skin, makeup that is simple and flattering, and timeless, well-made clothing. Many care about natural ingredients, ethical production and heritage. The brands that serve them include Lanius, Annemarie Börlind, Dr. Hauschka, Living Crafts, L'Erbolario, Trinny London and Medik8. Studying their ads shows how brands build trust through ingredients, expertise and consistency instead of trends. You can see which messages and proof points resonate with a discerning buyer and how routines, gifting and sets are used to encourage repeat purchases.
Ageing skin, sensitivity and comfort become priorities, so formulas and routines need to address real changes.
Long-established and science-led brands earn credibility with buyers who have tried many products.
Well-made basics and classic styles matter more than seasonal fashion.
Plant-based, organic and certified production appeal to women who read labels and care where products come from.
Personalised, easy-to-follow routines are attractive when time is limited.
Botanical cosmetics and quality basics are often given as gifts as well as bought as a personal treat.
Annemarie Börlind is a German natural cosmetics brand founded in 1959 in Altensteig, Black Forest. One of Europe's original natural beauty pioneers, the brand uses biologically active plant extracts and was an early adopter of mail-order DTC. Today the brand sells through its webshop, pharmacy and retail channels. Also searched as Annemarie.
Arctic Goddess offers beauty and wellness products inspired by Nordic self-care rituals.
Borghese is a luxury Italian skincare brand founded in 1956 by Princess Marcella Borghese and Charles of the Ritz, built around proprietary Fango volcanic mud sourced from Montecatini Terme, Tuscany. The brand distributes through DTC e-commerce, department stores, and spa channels, with anti-ageing formulations and mineral-rich mud masks as hero products.
Cyrillus is a French family fashion and home lifestyle brand founded in 1983 by Cyrille Volle. Originally a catalogue business targeting the French upper-middle class, the brand successfully transitioned to a fully omnichannel DTC operation offering childrenswear, womenswear, and home accessories. Cyrillus is part of the Kindy Group.
Dr. Hauschka is an anthroposophic natural skincare brand founded in 1967 in Bad Boll, Germany by Rudolf Hauschka and therapist Elisabeth Sigmund. Products are made from biodynamically and organically grown plants on the WALA estate. The brand has a global cult following and is respected in both dermatology and prestige beauty circles. Also searched as Dr..
L'Erbolario is an Italian natural cosmetics brand founded in Lodi in 1978 by Franco Bergamo and Tino Santagostino. The brand formulates beauty products with botanical ingredients and herbal extracts, selling through its own boutiques, pharmacies, and a growing DTC e-commerce channel. It remains independent with a loyal Italian customer base built on gifting and subscription programmes.
Lanius is a Cologne-based sustainable womenswear brand founded in 1999 by Claudia Lanius, now operated with her daughter. With 100% organic certified supply chain and over 25 years of ethical fashion credentials, Lanius is one of Germany's most respected sustainable fashion pioneers, sold DTC and through select retail partners.
Living Crafts has produced certified organic clothing since 1985, making it one of Europe's founding names in sustainable textiles. Based in Selbitz, Bavaria, the brand holds full GOTS certification covering raw materials through to shipping and is a Fair Wear Foundation member. Also searched as Living.
Medik8 was founded in 2009 by scientist Elliot Isaacs in London. Known for the CSA Philosophy (Vitamin C and Sunscreen by day, Vitamin A by night) and the Crystal Retinal serum, the brand was acquired by L'Oréal for approximately $1.1 billion in a majority-stake deal announced in 2024, marking one of the largest UK indie beauty exits.
Penn & Ink N.Y. is an Amsterdam-based womenswear label that fuses American classic basics with European fashion sensibility. Designed in the Netherlands and produced in Europe, the brand sells through its own DTC e-commerce site and a network of European boutiques. Collections focus on timeless, versatile wardrobe essentials with a quality-over-trend philosophy. Also searched as Penn.
Trinny London was founded in 2017 by Trinny Woodall from her kitchen table. The brand built its audience through daily Facebook Live makeup tutorials, converting viewers into buyers of its stackable Match2Me pots. Valued at over £200M, the brand is a case study in founder-led social content as a full acquisition and retention funnel. Also searched as Trinny.
Respect experience. This audience has seen exaggerated promises and does not need to be told what ageing means. Speak about specific concerns, comfort, fit and results in direct language, and show models who look like the buyer. Build credibility with substance. Medik8 leads with science-led routines using vitamin A and C. Dr. Hauschka and Annemarie Börlind draw on long-established natural skincare traditions. L'Erbolario pairs botanical cosmetics with gifting. Trinny London focuses on simple, personalised makeup and skincare routines. On the clothing side, Lanius and Living Crafts bring ethical, organic and certified fashion, appealing to eco-minded women and families. Formats should explain. Routine walkthroughs, ingredient stories, founder or expert explainers and honest customer reviews help a considered purchase. Static images with clear benefit copy still work for heritage brands, while video suits demonstrations of makeup and fit. Offers should support trying and returning. Starter sets, personalised matching, free shipping and sample options reduce risk. Avoid fear-based anti-ageing language and keep claims realistic and consistent with what the product can do.
Compare the proof each brand uses. Some rely on science and ingredient percentages in the copy, others on heritage, certification or personal consultations. Notice which proof appears in the first line versus the last. Watch tone. The best ads sound confident and warm without being patronizing. Compare how a skincare brand speaks about ageing with how a clothing brand speaks about quality and ethics. Look at the product architecture. Routines, sets and refills reward loyalty, while hero products bring new customers. See how brands introduce a hero item, then lead the buyer into a regimen. In AdLibrary, check how long certain creatives run and how often brands refresh them. Look at gifting seasons, where botanical and natural brands often change their message. When you plan your own campaigns, test messages around concern, comfort and craftsmanship separately, and make sure imagery represents the real age range of your customer. Credibility, clarity and consistency will usually beat novelty with this audience.
Brands include Annemarie Börlind and Dr. Hauschka for natural skincare, Medik8 for science-led routines, Trinny London for simple makeup and skincare, L'Erbolario for botanical cosmetics, and Lanius and Living Crafts for ethical, organic clothing. Compare proof points such as science, heritage and certification across these brands in AdLibrary to see which lead the message.
They focus on specific concerns, ingredient credibility and simple routines. Heritage, expert backing and honest reviews build trust, while starter sets and personalised guidance lower the risk of trying a new regimen. Compare proof points such as science, heritage and certification across these brands in AdLibrary to see which lead the message.
Avoid fear-based anti-ageing language, unrealistic promises and imagery that does not reflect the customer's age. Keep tone warm and respectful, and make sure claims match what the product can deliver. Compare proof points such as science, heritage and certification across these brands in AdLibrary to see which lead the message.
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