Ageless beauty: Icons embrace aging and self-expression beyond 50 (2025)

For decades, conversations about aging often came with warnings: Hide the wrinkles, color the grays and stay youthful at all costs. But now, a new wave of women are embracing something more exciting.

At a recent QVC Age of Possibility event celebrating the network's new Q50 ambassadors, tennis legend Billie Jean King and author and social media star Babs Costello shared a reminder that beauty at any age isn't just possible -- it's powerful.

"I'm 81, I'm still alive and I'm still vibrant," King said. "I'm working full-time and having fun. Every single day, no matter your age, you can do it."

For King, aging has always come with scrutiny, especially in the world of professional sports.

"By the time you're 28 or 29, they're already asking when you're going to retire," she told "Good Morning America." "They never asked the men that."

Instead of shrinking from expectations, King said she leaned into her energy, health and purpose. "My mother used to say, 'Keep moving, or it's over.' That's in my head every day," she said.

That sense of vitality, she said, is what keeps her going.

Still, she acknowledges the importance of taking care of herself -- both mind and body with equal attention -- and gave some advice to others.

"Find quiet time," she said. "Live in the present. That's when you do your best."

Costello, 76, brings a similar kind of radiance -- one built on reinvention. She didn't even have Facebook when she launched her career as a content creator. At the urging of her daughter during the early months of the pandemic, Costello joined TikTok and quickly became a user favorite for her kitchen hacks, wisdom and warmth.

"I was 71 when I made my first video," she said. "Never feel like it's too late."

The grandmother of nine said she views this stage of life as the most freeing. "We're finally free to be who we are," she said. "We don't have to listen to society telling us what size we should be or what clothes to wear. We can express our inner selves."

This mindset -- embracing vitality, authenticity and joy at every age -- is reshaping the way mature women approach beauty and skin care.

From deeply hydrating serums to brightening creams that restore radiance, more women are investing in products that support their skin's natural evolution -- not fight it.

As the conversation around aging continues to evolve, one thing remains clear: beauty doesn't fade -- it expands.

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