“PLEASE AVOID THE NATURAL BIOLOGICAL PROCESS OF THE HUMAN BODY.”
Challenge declined – yet here I am, running a skincare store. It’s ironic, because half the time I want to tell social media and every “anti-aging” message to back off. It feels like playing a sport where I disagree with the rules and don’t even like the players. But in the middle of this internal conflict, I’ve realized something: I’m one of those people trying to change the narrative, and maybe even rewrite the rules.
I want to feel good in my own skin. I don’t want to spend the next 40 years battling nature’s process just to please social expectations. As I age, I care less about men’s opinions of my looks and have no patience to care about mean girls reflecting their own insecurities onto me.
At 24, I went to Complections International’s Client Beauty Program fuelled by my interest in colour theory and how a makeup can create illusions. When I managed a beauty store, I found the science behind skincare and the thought that went into the product development process was super cool. That fascination has stayed with me.
People ask me if I do Botox or fillers. I don’t. When I worked in media sales, I had a client that gave me my first and last Botox injection. I was 32. She scratched the side of my face with the needle. I saw no results. She was later arrested for practicing under false credentials. Now that may make anyone not want to get an injection but for me it was realizing I only did it because she pressured me too. I didn’t even realize my 11’s were starting to show until she mentioned it. I freak out at needles and have a hard time with the idea of changing my face shape. I figure if celebrities have all the money and access to the world’s most advanced procedures and they still show signs of aging than its not a battle with pursuing with my pocketbook. I completely understand why people are doing it. It is super high pressure for some always in front of a camera lens. No needles are just my own boundary.
What I do cringe at are the biologically impossible promises plastered across the industry: “reverse wrinkles”, “glass skin”, “anti-aging.” I understand those phrases sell, but they distort what skincare should be about: care. A skincare routing isn’t about denying age – it’s about respecting your skin, supporting it and choosing product that truly work for you.
When choosing Canadian skincare brands for Técare, our Advisor of Customer Education and I look closely at quality: ethical sourcing, transparency, safety standards (even considering the EU banned ingredient list) and aligning them with a variety of customer preferences. Whether you prefer natural, organic, clinical, simple or luxurious options, we will keep the selection focused – without overwhelming you with too many choices. We want women to feel confident about their purchases, especially when so many have been misinformed by what is best for someone else but not what is best for them.
Skincare for women over 40 is especially misunderstood. Many Canadian retailers don’t provide research-based guidance about how skin changes with maturity. Our customers tell us that, and even women in their 30s are asking us, “Please explain skincare!”. So yes, we focus on women over 40 – but the truth is, everyone deserves credible information and trustworthy products.
And sometimes that just means finding the right moisturizers to keep your skin comfortable through hormonal changes. Or building a skincare routine that feels worth it instead of overwhelming.
As a generation, we grew up baking in the sun, using chemically loaded products with false promises, and never leaving the house without trying to look aesthetically perfect. At Técare, our goal is different: we want to take care of you by providing credible information, access to high-quality Canadian (and eventually European) skincare brands at every price point.
When I see the sense of relief from our customers that they finally understand what product to use for them, that yes, you can take care of yourself without fighting against your natural beauty it is worth it. Even if that means sleepless nights and dark circles.
(That’s what Three Ships Brighter Days eye masks are for – sorry, had too. What’s a blog without a product mention ;P)
~Annette
