Three older women together outside

When I set out to create Caraline Skincare, it was because I was annoyed with the skincare industry and the language they used to describe their products.  It’s one thing to talk about a product as a moisturizer that will address dry skin issues, but it’s another when the product name implies that I have to fix my skin because it has wrinkles and other age-related skin characteristics. 

I thought, well, I’m 59 years old – what is my skin supposed to look like? When I spoke with other women in their 50s and 60s, I realized that they felt the same way – that the implication that there is something inherently wrong with looking older was, well, for lack of a better word, bullshit. Not only that, when I spoke to women in their 20’s and 30’s, they felt the same way - indignant.  

There is something very judgmental about implying that women need to fix their skin as they age. If I weren’t such a cynic I’d say it was because making women feel insecure about themselves is an effective tactic used to get women to buy more products, but we won’t go there.

Caraline’s purpose is to take a stand against those age-shaming practices and to celebrate women of all ages. We make skincare that supports the unique needs of older skin and strive to offer products that are simple and clean with a minimal environmental footprint.

We believe...

  • a positive approach to aging vs. society's tendency toward age-shaming and the implication that a woman’s worth is based entirely on her appearance.  
  • … that it's time to change the practice of marketing through insecurity and the perpetuation of damaging "anti-aging" stereotypes
  • making healthy choices and accepting aging. We get it, no one wants to look older than they are, but what’s wrong with looking your age? The promises made by beauty brands to reverse wrinkles, age spots, and loss of elasticity, firmness, or plumpness aren’t realistic. So, we don’t make those promises.
  • …in creating a community of women to overcome fear and shame about aging, to celebrate who we are, and to proudly claim our experience and power.
  • skincare products that do not harm the skin or planet, and that opting for clean cosmetics is a safer and gentler choice.
  • ...that building strong, resilient skin is one of the hidden keys to healthy skin long-term.


When we talk about intention, that’s essentially how we walk the talk - how we bring our purpose to life.

  • We will never use the terms anti-aging or anti-wrinkle.  We use age-positive language and use words that are straightforward and to the point.  
  • We support organic, biodynamic, and regenerative agriculture whenever possible as they are key to building healthy soil.  
  • We are a small, new company committed to reducing plastic going into landfills and recyclable materials like glass and FSC-paper cartons. Products are packaged in glass, which is recyclable at curbside, and cartons are made from Forest Stewardship Council (FSC)- certified paper. While we are not where we want to be just yet, we strive to be better stewards of the planet’s resources. 
  • We strive to support women of all ages around the world. We are a new company and intend to contribute to organizations that support women and diversity, micro-financing for women-led businesses in developing countries and the Women’s Earth Alliance.