Overcoming Insecurities: Fièra Cosmetics approach to skin care and community hunger

By Deanna Utroske

- Last updated on GMT

© Getty Images \ (Arx0nt)
© Getty Images \ (Arx0nt)

Related tags Menopause women over 40

This month the Toronto, Canada – based DTC brand for women 40+ announced that its food donation initiative has reached the 1 million meals mark.

Fièra Cosmetics bills itself as a brand that formulates skin care and complexion products expressly for women over 40 or “mature skin,” ​as noted on the Fièra Cosmetics splash page.

And it’s not just the brand’s products that take the needs and expectations of consumers over 40 into consideration. Fièra Cosmetics creates marketing and advertising collateral with a similar level of intention: “No woman should feel anything less than her most confident self, especially in regards to aging. It’s a natural part of life, and we should embrace it!” ​emphasizes the brand’s about page.

“That’s why we only use real models. Women in their 50s, 60s, 70s, and even 80s have seen first-hand just how effective our products are.” ​One could say that Fièra Cosmetics is a brand dedicated to helping women 40+​ overcome the insecurities that some more conventional beauty advertising campaigns exploit.

Beauty for women 40+ is on the rise

Brands founded by and developed for women over 40 and so-called menopause beauty are more common every day. (more info on the rise of beauty for women 40+ here​) Brands like Pause Well Aging, Caire Beauty​, Better Not Younger, and Womaness​, are all reaching this long-overlooked consumer demographic.

And ingredient makers are catering to this market segment now too. Last summer, for instance, Croda’s Sederma business launched an active skin care ingredient called Feminage​. According to that company’s own description of the ingredient, “Feminage is a new anti-aging active ingredient…dedicated to these women experiencing loss of skin elasticity and firmness caused by glycation and oxidation and related to oestrogenic decline.”

Fièra Cosmetics addresses food insecurity

Fièra Cosmetics is a brand focused as much on food insecurity as it is a brand dedicated to changing the way women see themselves as they age.

The brand’s philanthropic initiative donates one meal—with the help of Second Harvest Canada and Food Rescue US—for every purchase made at fieracosmetics.com. And now this month, the brand’s efforts have reached a highpoint: “Hitting the one million meal milestone happened more quickly than we could have imagined,” ​Christy Wentzell Johnson, the brand’s Creative Director, says in a media release.

“The vast majority of these donations were made in the last six months, when our best-selling mature skin concealer​ went viral,” ​explains Wentzell Johnson. “When the pandemic made it difficult to buy makeup in stores, many turned to makeup shopping online and found Fièra. Every purchase drives meal donations during this time of greatest need.”

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