CURATED NOTES

At Curated Beauty London, we’ve always been clear about who we’re here for.

Launched by Natalie, Ros & Sam - three women in our midlife, building products and routines we genuinely needed ourselves. Skin changing. Hair behaving differently. Energy fluctuating. Confidence evolving. Menopause wasn’t something we planned to “address”, it was already part of the conversation from day one.

That’s why joining the GenM Collective feels like such a meaningful moment for us.

INNER POWER started with a conversation between us - three women in our 50s, immersed in the world of beauty, wellness and nutrition, all noticing the same thing.

We didn’t feel unwell. We didn’t feel burnt out. But we did feel different.  Energy dipped more easily. Recovery took longer. Strength felt harder to maintain and whilst we all exercise, we were noticing a lack of muscle tone and strength, too.

We kept seeing creatine discussed in the context of male athletes and gym performance. But when Natalie shared how long she’d quietly been using creatine as part of her own routine and Ros began researching it beyond sport - something clicked.

When Midlife Becomes a Catalyst
The job that once energised you is now draining you. You’re navigating menopause, supporting ageing parents and young people, and experiencing an identity crisis – who am I now?
The call for change becomes impossible to ignore.

The skin barrier has become one of skincare’s biggest talking points and for good reason. When it’s functioning well, skin looks calm, hydrated and resilient. When it’s compromised, even the best products can suddenly sting, tingle or just stop working the way they used to.

As founders, we see barrier disruption most often when skin is overloaded, especially during winter or when actives are pushed too hard. Here’s how to tell the difference between temporary dehydration and true barrier damage, what actually helps repair it, and how to keep your routine working with your skin, not against it.

If your skincare suddenly feels less effective than it did a few years ago, you’re not imagining it. As we move into midlife, our skin’s natural renewal cycle slows down. What once took around 28 days in our 20s can stretch to 45–60 days, leaving skin looking dull, uneven, and less firm.

That’s where ingredients like retinol and bakuchiol come in. Both support skin renewal, but they work in very different ways. Understanding the difference helps you choose what’s right for your skin, rather than following trends.

Winter has a habit of testing our resilience, especially as our energy, sleep and immunity naturally fluctuate through midlife. Here, our co-founder and qualified nutritional therapist Ros Simmons shares her expert take on the winter supplements, simple habits and daily nutrients that genuinely help you stay well through the colder months.

Hair matters. A good hair day gives you an instant lift. A bad one can chip away at your confidence. Hormones, stress and lifestyle all pull nutrients away from the hair first, which is why midlife is often the moment everything changes.

Our duo is our answer. ROOT FORCE creates the right environment for healthy growth. STRAND SURGE rebuilds fragile fibres so hair feels strong, shiny and resilient again. Together, they’re haircare that works with your life, not against it.

If you asked me to describe myself a few years ago, “bold” or “fearless” wouldn't have made the list; and if you’re hoping for a dramatic moment where I declare that now I’m fully confident, well, spoiler alert: that's not this story.

Perimenopause isn’t a decline; it’s a progression and a shift into a new biological rhythm where your body simply needs different things. As oestrogen and progesterone begin to fluctuate, what you eat can have a profound impact on how you feel day-to-day. The right nutrients help support hormone balance, steady energy, good sleep, clearer thinking, and even the health of your skin and hair.

At Curated Beauty, we didn’t launch on a whim or with a ready-made cheque from investors. We came to this with decades of experience, hard work, lessons learned across beauty and retail, and our own money on the line.  We started the way many women do, with determination, experience, and our own savings.

As three female founders over fifty, we’ve seen what works, what fails, and what truly matters in beauty. We know the difference between a passing fad and a product that delivers real results. We also know how easy it is to get distracted by quick wins instead of focusing on what lasts. That’s why we chose independence. By funding ourselves, we kept control, took our time, and created products we genuinely believe in.