Fear of midlife is an anxious lie spun to make women feel irrelevant and scared for the future. Yet, for many, these decades are a fertile time for career growth, personal reinvention, or a second wind. As Leslie Price of Gloria writes: “Don’t call it a midlife crisis, call it a jumping off point.” But where are all the brands? How can a hyper capitalist system fail to serve consumers with fistfuls of cash? Hear from the nation’s top beauty brands who are at the forefront of these conversations as they share how they are reframing the notion of aging as one to celebrate vs something to fear.