Modern Personal Branding for Women 40+
I just want to take a moment to celebrate the strides we’ve made in representing women 40+ in the business and entrepreneurial spaces. (Yes – I realize we still have much to do!)
Thinking back to when “brand” photos for mature women focused mainly on an idea of perfection and heavy handed filters to try to mask every wrinkle and fine line, it makes me cringe…but these days overly retouched photos are being replaced with more natural, honest imagery. Wrinkles, laugh lines, and other signs of life experience are being embraced, reinforcing the truth that beauty evolves with age. Our individuality, experiences, and unique stories are now at the forefront.
Women in this phase of life are often in a phase of self-ownership—starting new ventures, embracing career changes, or pursuing personal passions. Truth is, women 40+ are kicking ass out there, both earning and giving more money than ever. These days, brand photography celebrates this empowerment, positioning them as trailblazers and thought leaders.
“Women are told that when we reach a certain number, we’re no longer valuable. I believe the opposite. Society should look at us as jewels as we get older. Because the older women get, the more formidable we are.”
Halle Berry
Today’s branding imagery captures a broad spectrum of lifestyles, from casual and creative to corporate and entrepreneurial, reflecting the varied lives of women over 40. It’s become less about static portraits and much more about storytelling. For women hitting their stride, this means highlighting their journey, passions, and hard won expertise. Their brand shoot often includes shots of them in action—working, creating, mentoring, or engaging with clients—bringing depth to their personal brand, and giving their clients a glimpse into their process and personality.
A growing appreciation of diversity in age, race, body type, and lifestyle (thank goodness!) means we are no longer confined to traditional “ideals” – rather, we can show up as the best version of ourselves in all our vibrant, multifaceted contexts. This shift allows for much more relatable and aspirational imagery, celebrating and sharing the knowledge gleaned over decades.
“Getting older means paring yourself down to an essential version of yourself.”
Jamie Lee Curtis
Today’s brand sessions emphasize the confidence and self-assurance of women who have spent years honing their skills and passions. By embracing these changes, brand photography has become a powerful tool for mature women to showcase their individuality, share their knowledge, tell their stories, and redefine societal expectations of aging.
Huzzah!
