Above 40: Redefining Beauty for the Age-Positive Generation

In conversation with Indraneel - founder of Above 40

In the ever-evolving world of beauty, there’s one truth we can’t deny—time moves forward, and so does our skin. While most brands chase the promise of staying forever young, Above 40 stands tall with a refreshing philosophy: celebrating age, not fearing it. Founded on the belief that beauty deepens with experience, Above 40 merges the science of Korean skincare with the soul of Ayurveda, creating a range that empowers women and men to glow at every stage of life. In this candid conversation, we sit down with the visionary behind Above 40 to talk about inspiration, innovation, and what it truly means to be “effortlessly ageless.

A New Era for Beauty Over 40

In a market obsessed with youth, Above 40 is rewriting the rules. Founded by Indraneel Dasgupta, the brand is India’s first skincare and nutraceutical line created exclusively for those aged 40 and above. The mission? To celebrate the wisdom and beauty of age — not fight it.

“I wanted to create products that embraced our stage in life, not fought it.” – Indraneel Dasgupta

Why Above 40 Exists: The Birth of India’s First Age-Positive Beauty Brand

1. What inspired you to create a skincare brand exclusively for people over 40?

Indraneel: The beauty aisle never spoke to me — or the millions like me. Everything seemed to be chasing youth, with no acknowledgment of the beauty, strength, and confidence that come with age. Above 40 was born from a personal realization: our skin and hair deserve specialized care, not diluted formulas made for younger demographics.

From Tagline to Texture: How Above 40 Delivers on Its Glow Promise

2. “Age keeps going up and so does our glow.” That’s a powerful line. How does Above 40 actually bring this philosophy to life through your product line and formulations?

Indraneel: We live it in every formula. Our products work with mature skin’s biology — enhancing firmness, hydration, and radiance — without unrealistic “turn back the clock” promises. Our storytelling celebrates milestones, life experience, and the beauty of growing older with pride.

The 3 Biggest Skincare Mistakes After 40 (and How to Fix Them)

3. Skin changes as we grow older. What are some common skincare mistakes people make after 40? And if someone reading this wants to update their routine, what are three simple changes you'd recommend today?

Indraneel:Mistakes:

• Sticking to the same products you used in your 20s.

• Over-exfoliating delicate skin.

• Forgetting the neck and décolletage.

Three Changes:

1. Switch to a hydrating, non-foaming cleanser.

2. Add targeted serums with peptides and antioxidants.

3. Use SPF daily — indoors and outdoors.

   
   

K-Beauty Meets Ayurveda: The Secret Behind Above 40’s Skincare Magic

4. Your formulations blend Korean skincare actives with Ayurvedic wisdom. That’s such a unique East-meets-East philosophy. Can you tell us how these two worlds come together in your products?

Indraneel: Korean skincare brings cutting-edge science and proven actives like niacinamide, hyaluronic acid, and peptides. Ayurveda offers balance, restoration, and natural potency through herbs like ashwagandha, turmeric, and brahmi. Together, they create high-performance formulations that are both effective and deeply nourishing.

The Heart Behind Above 40: Building an Emotional Beauty Brand

5. Your brand isn’t just about science. There’s a lot of soul in it too. How do you create a real emotional connection with your customers?

Indraneel: We speak to our customers with empathy, not pressure. Our message is simple: you already have your glow — our products just help enhance it. This honesty builds trust and a sense of community.

How Above 40 Stays Age-Positive in a Youth-Centric Industry

6. So many anti-aging ads make people fear aging. But Above 40 feels empowering. How do you stay true to this age-positive message in an industry that often glorifies youth?

Indraneel: We reject fear-based marketing. You’ll never see us say “fix” or “reverse” aging. Instead, we focus on rejuvenation and vitality, showcasing real people over 40 in all their beauty.

Why Ignoring the 40+ Beauty Market is a Billion-Dollar Mistake

7. The 40+ crowd is often ignored in beauty campaigns. What message would you give to marketers who still only focus on 18-to-30-year-olds?

Indraneel: This isn’t a niche — it’s a 300-million-strong audience in India alone, with disposable income, loyalty, and the desire for authenticity. Overlooking them is overlooking growth.

The Cult-Favourite Above 40 Product Customers Can’t Stop Talking About

8. What’s one product in your line that your customers absolutely love? We’d love to know what feedback really stuck with you.

Indraneel: Our Firm & Bright Night Cream is a star. One customer told me, “It feels like my skin drinks it up — I wake up looking like I’ve had the best sleep of my life.” That’s exactly the feeling we aim for.

Earning Trust in the Age of Filters: Above 40’s Approach

9. In a time of filters, viral trends, and quick fixes, Above 40 stands for clean, high-performance skincare. How do you build trust while staying relevant?

Indraneel: Transparency is our backbone. We share full ingredient lists, the science behind our claims, and avoid empty trends. Relevance comes from knowing our audience’s lifestyle as well as their skin.

What’s Next for Above 40: From Skincare to Luxury Wellness

10. What’s next for Above 40? Are you thinking of expanding into luxury skincare, retail stores, or maybe even wellness experiences?

Indraneel: We’re exploring luxury wellness retreats, curated spa experiences, and selective retail expansion — all tailored to the 40+ community.

What ‘Effortlessly Ageless’ Really Means to Above 40’s Founder

11. Last one, what does “effortlessly ageless” mean to you, personally? Not as a brand founder, but as a human being.

Indraneel: It’s about living fully, without obsessing over age. When you wake up and feel aligned with yourself — inside and out — that’s ageless.

The Personal Beauty Gap That Inspired Above 40

12. Was there a moment in your own life when you realized, “Skincare isn’t speaking to me anymore”? We often hear brand stories—but was there a personal gap you felt that Above 40 now fills?

Indraneel: Yes. I remember standing in a beauty aisle, surrounded by products that didn’t see me. Above 40 is the brand I wished existed then.

A Day in the Life of Above 40’s Founder

13. What does a typical day in your life look like? We’re curious—are you testing products at 6 a.m., reading skincare research over coffee, or finding inspiration during quiet moments?

Indraneel: My mornings start with testing new formulations, followed by research — from dermatology papers to Ayurvedic texts. Afternoons are for strategy and team discussions. Inspiration often strikes late at night.

The Deeper ‘Why’ Driving Above 40’s Mission

14. Every founder has a ‘why’. What’s the deeper reason behind building Above 40 beyond the market opportunity? Is there a personal story, someone in your life, or a value that drives your mission?

Indraneel: I’ve seen too many people lose confidence simply because they felt invisible after 40. My mission is to change that narrative and make life after 40 the most vibrant chapter yet.

As our conversation with Above 40 draws to a close, one thing becomes clear—this isn’t just a skincare brand, it’s a movement redefining how we see beauty after 40. In an industry obsessed with youth, Above 40 dares to celebrate maturity with pride, offering not just products, but a philosophy rooted in self-love and confidence. Because aging isn’t a loss of youth—it’s the gain of wisdom, radiance, and an inner glow that no filter can replicate. And if the future looks anything like the vision of Above 40, then growing older has never felt more beautiful.