National Mature Women’s Day
Wise and accomplished, women embrace life's chapters, radiating strength and wisdom, a celebration of experience and resilience.
Celebrate authentic aging and reframe beauty standards by featuring mature women as confident, accomplished role models—driving sales in beauty, wellness, and lifestyle categories.
- Age-positive beauty campaigns featuring women 40+ without retouching or anti-aging messaging
- Mentor spotlights: interview mature women leaders and creators sharing wisdom and life lessons
- Product launches celebrating natural aging: silver-friendly hair care, skincare for mature skin, fashion for every decade
- User-generated content challenge: #MyMatureBeauty showcasing women embracing their authentic selves
With the purpose of celebrating the beauty of aging women throughout the nation and all over the world, National Mature Women’s Day got its start in 2021. The day was founded by Laura Geller Beauty, a twenty-five year old beauty company spreading the message that women do not need to shy away from their age, no matter what number or decade it is.
One of the ways that the company launched the first National Mature Women’s Day was to host a beauty campaign that featured only women who were over the age of forty. The idea and hope behind the campaign and this event was to increase the visibility of women “of a certain age” and honor their beauty. Laura Geller talks about how their makeup company wants to make women feel “beautiful and worthy”, no matter if they are 19 years old or 90 years old.
Each year, National Mature Women’s Day is marked in celebration of the older, mature and more confident women who can be appreciated and looked up to for not only the way they are on the outside, but what they have accomplished on the inside as well!
Check out some other days that encourage the celebration of women who have reached certain maturity and milestones, including Spunky Old Broads Day in February and National Gorgeous Grandma Day in July, and Age Without Apology Month, which is celebrated throughout June.
Don’t Hide Your Age
Forget living in fear because of wrinkles, age spots or silver hair. Instead, show some love and celebration for every experience and every year that brought a woman to this place. Remember to be open, authentic and filled with compassion for your younger self as you consider the paths you have crossed, the battles you have fought and the ways you have grown. So toss out that hair dye, never mind the botox and lean into your own amazing self in celebration of National Mature Women’s Day!
Learn From a Mature Women
Even women who are still in their 20s or 30s can celebrate this day by considering an older woman in their life to use as a mentor or role model. Skip past the worries about the most popular style of jeans or handbags and move toward following mature women on social media who have important things to say. From Andie MacDowell to Paulina Porizkova, from Helen Mirren to Emma Thompson, there are so many mature women who can be learned from by watching interviews or reading their posts. Even better, find a local mature woman to spend time with and learn from – perhaps even start with your own mother or grandmother!
Invest in Yourself
Every single woman on the face of the planet is getting older every single day. But that shouldn’t be something bad. It’s amazing that women can age and grow with the experiences they have, whether through a career, a family, politics, or working to serve the community. And one of the best ways a woman can make sure she has the energy and stamina to do what she loves is to invest in her own health. In celebration of National Mature Women’s Day, women can make a commitment to taking self-care. From physical health investments like exercising, eating healthy, having regular doctor checkups and getting a mammogram, to mental health checkups that may include counseling or meditation, there are a huge number of ways women can take care of themselves. And if these mature women are going to participate in making the world a better place, they need to be in their best shape for health and wellness.
Post a Beauty Photo Online
Those women who are a bit further ahead in life can take to social media to celebrate this day. Show the younger women of the world what it truly means to be beautiful by taking a selfie or posing for a little photo shoot with a friend and then posting it on various platforms. Encourage friends to do the same and raise awareness for National Mature Women’s Day. National Mature Women’s Day Timeline1792Mary Wollstonecraft Publishes “A Vindication of the Rights of Woman”Wollstonecraft’s landmark work argues that women are rational beings deserving of education and respect throughout life, laying early intellectual groundwork for viewing women’s value as independent of youth or appearance. [1]1963Betty Friedan’s “The Feminine Mystique” Highlights Midlife DiscontentFriedan’s bestseller gives voice to many suburban housewives, often in midlife, who feel constrained by age and gender roles, helping spark second-wave feminism and greater visibility for older women’s experiences. [1]1969Germaine Greer coined the idea of ” The Invisible Woman.”In early feminist writings and later in “The Change,” Greer describes how women become socially invisible after midlife, crystallizing a critique of ageism and sexism that marginalize older women. 1975United Nations Declares International Women’s YearThe UN’s focus on women’s equality and the subsequent Decade for Women encourages global attention to women’s rights, including health, work, and family roles across the entire life course, not just in youth. [1]1995Beijing Platform for Action Recognizes Older WomenAt the UN Fourth World Conference on Women in Beijing, governments adopted a platform that explicitly notes the discrimination older women face and calls for policies supporting women in later life. 2002Madrid International Plan of Action on Ageing Addresses Older WomenThe UN agreement on aging highlights that older women experience multiple forms of discrimination, urging countries to combat ageism and ensure health, economic security, and dignity for women as they age. [1]2017L’Oréal and Vogue Put Mature Women at the Center of a Major CampaignL’Oréal Paris partners with British Vogue on its “The Non-Issue” project, featuring women in their 50s, 60s, and beyond, signaling a growing movement in beauty and fashion to celebrate, rather than hide, women’s age. [1]
Mary Wollstonecraft Publishes “A Vindication of the Rights of Woman”
Wollstonecraft’s landmark work argues that women are rational beings deserving of education and respect throughout life, laying early intellectual groundwork for viewing women’s value as independent of youth or appearance. [1]
Betty Friedan’s “The Feminine Mystique” Highlights Midlife Discontent
Friedan’s bestseller gives voice to many suburban housewives, often in midlife, who feel constrained by age and gender roles, helping spark second-wave feminism and greater visibility for older women’s experiences. [1]
Germaine Greer coined the idea of ” The Invisible Woman.”
In early feminist writings and later in “The Change,” Greer describes how women become socially invisible after midlife, crystallizing a critique of ageism and sexism that marginalize older women.
United Nations Declares International Women’s Year
The UN’s focus on women’s equality and the subsequent Decade for Women encourages global attention to women’s rights, including health, work, and family roles across the entire life course, not just in youth. [1]
Beijing Platform for Action Recognizes Older Women
At the UN Fourth World Conference on Women in Beijing, governments adopted a platform that explicitly notes the discrimination older women face and calls for policies supporting women in later life.
Madrid International Plan of Action on Ageing Addresses Older Women
The UN agreement on aging highlights that older women experience multiple forms of discrimination, urging countries to combat ageism and ensure health, economic security, and dignity for women as they age. [1]
L’Oréal and Vogue Put Mature Women at the Center of a Major Campaign
L’Oréal Paris partners with British Vogue on its “The Non-Issue” project, featuring women in their 50s, 60s, and beyond, signaling a growing movement in beauty and fashion to celebrate, rather than hide, women’s age. [1]