# Ageless Millennial Campaigns TULA Skincare's #EmbraceYourSkin Disrupts the Anti-Aging Category By Laura McQuarrie | Published 2020-10-17 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/embraceyourskin References: [globenewswire](https://www.globenewswire.com/news-release/2020/10/14/2108467/0/en/TULA-Skincare-Launches-Millennial-Focused-Ageless-Franchise.html) & [tula](http://www.tula.com) [TULA Skincare](https://www.trendhunter.com/trends/a-renewal) is introducing its new Ageless products with an #EmbraceYourSkin initiative that disrupts the anti-aging category and bolster the brand's view of beauty from the inside out. The initiative is all about [challenging the perceptions of aging](https://www.trendhunter.com/trends/give-us-the-finger), especially as the brand's core customers are, on average, 32 years of age. As ever, TULA Skincare's newest products are packed with probiotics and superfoods but these ones introduce [skin-positive messaging](https://www.trendhunter.com/trends/becauseofmyage) for Millennials who are interested in caring for their skin. With the campaign, Savannah Sachs, CEO of TULA Skincare, stresses that "There’s nothing ‘anti’ about aging." With the #EmbraceYourSkin movement, the brand will be showing Real Glow Badges to certify that the skin shown in marketing photography has not been retouched. Image Credit: TULA Skincare ## Trend Insights (Trend Hunter) - Score: 6.4/10 - Popularity: 89% | Activity: 93% | Freshness: 9% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Key Themes Behind This Trend - **Skin-positive Messaging:** TULA Skincare's #EmbraceYourSkin campaign introduces skin-positive messaging for Millennials, disrupting the anti-aging category. - **Challenging Perceptions of Aging:** The #EmbraceYourSkin movement challenges the perceptions of aging and promotes a positive view of beauty from the inside out. - **Certified Unretouched Marketing:** TULA Skincare's Real Glow Badges certify that the skin shown in marketing photography has not been retouched, reflecting a trend of authenticity and transparency. ### Where This Applies - **Beauty and Skincare:** The #EmbraceYourSkin movement by TULA Skincare disrupts the anti-aging category within the beauty and skincare industry. - **Wellness and Self-care:** TULA Skincare's skin-positive messaging appeals to Millennials interested in wellness and self-care, creating disruption in the industry. - **Marketing and Advertising:** The Real Glow Badges introduced by TULA Skincare reflect a trend of authenticity and transparency in marketing and advertising, creating opportunities for disruptive innovation. ## Related on Trend Hunter - [Elder Millennial Skincare Kits](https://www.trendhunter.com/trends/elder-millennial-skincare-kit.md) - [Youth-Focused Skincare Campaigns](https://www.trendhunter.com/trends/proactiv.md) - [Empowering Beauty Campaigns](https://www.trendhunter.com/trends/you-are-amazing.md) - [Gen X Beauty Campaigns](https://www.trendhunter.com/trends/up-next-campaign.md) - [Slow Ageing-Focused Products](https://www.trendhunter.com/trends/ultimune-power-infusing-serum.md) - [Age-Celebrating Beauty Campaigns](https://www.trendhunter.com/trends/becauseofmyage.md) - [Pro-Aging Campaigns](https://www.trendhunter.com/trends/give-us-the-finger.md) - [Youth-Safe Skincare Hubs](https://www.trendhunter.com/trends/gen-a-z-hub.md) - [Responsible Skincare Campaigns](https://www.trendhunter.com/trends/drunk-elephant-please-enjoy-responsibly.md)