The 40/50 Project
How I aged from 40 to 50: the beauty editor habits to help you be your own best version at 50
In 2016, I turned 40. I was the Beauty Editor at Boots Health & Beauty and a mum to my 2 gorgeous boys, Oliver & Billy.
That year, I did something that shifted the perspective of the UK beauty industry forever. It was a career defining move - and one of the key reasons I was later awarded my US 01 Extraordinary Ability Visa for my contribution to the industry.
I introduced “No Retouching” to the British High Street.
Long before “Instagram vs. Reality” was a hashtag, I was advocating for the beauty of real skin texture. These images weren't just pages in a magazine; they were the beginning of a movement.
In 2016, 'flawless' was the industry standard, but I wanted to show skin that looked like skin. Seeing these now, ten years later, I realize they were visionary - a rebellion against the AI and filters that I’m still leading today as I turn 50.
No filters then, no filters now.
As I approach my 50th birthday in June, that mission feels more important than ever. In an era of AI-generated perfection, I’m doubling down on what it looks like to age without filters. What you see is what you get.
Welcome to The 40/50 Project
This isn’t just a trip down memory lane; it’s a strategic roadmap for your skin. Whether you are 39 and looking for a skincare plan or haircare regime, or 49 and looking for the truth about aging without Botox, this series is designed to be your guide.
What is The 40/50 Project?
A Roadmap for your 40s
Whether you’re just starting this decade; in your mid-40s; or like me, approaching 50, I’m going to tell you exactly which skincare and haircare habits to start now and which ones you can safely ditch to save your money, hair and your skin.
I’ve tested thousands of products as a Beauty Editor, and I’ll be revealing the cult beauty products that actually made the cut from my 2016 archives to my 2026 skincare and haircare routine.
A Peak Behind the Scenes
Expect nostalgic stories from 2016 - the year I turned 40. From the reality of a photoshoot trip to Mexico to how I juggled motherhood and a highstakes career. This is a sneak peek into the life of a Beauty Editor, then and now!
The Unretouched Truth
My content has always been honest, unfiltered and unretouched so expect the same. I want you to see the reality of what skin looks like at 40 and now, aged 50.
I have never used Botox, filters or fillers so you will be seeing the unretouched truths (and joys) about what it is really like to age naturally. All from the perspective of a Beauty Editor, whose job it is to find the best products so you don’t have to!
How to follow The 40/50 Project
Subscribe to The Beauty Ed® Substack - I’ll be uploading new installments of The 40/50 Project every Wednesday, so remember to join me each week.
A lot of the content will be free, but you can upgrade to a Paid Subscription for the full Product Deep Dives and my private Behind-The-Scenes Diaries.
I can’t wait for you to come on the journey with me!
I’d love to know: What is the one thing you want to know about aging naturally or the beauty industry?
Let me know in the comments:
Congrats, Donna – love this! So fun looking back at your Boots editorial pictures and what you did really was trailblazing. (I was working for a while on the mag a few years before, I think - we should compare notes, one day – and stories!! I still have a soft spot for it whenever I’m in store!) Excited for this! Brava!!