Because Beauty Has No Expiration Date

EBC Approval Seal

Our beauty doesn't decline with age. Period.

The Endless Beauty Collective is our strategy for taking the power back from the beauty industry and showing the world that beauty isn’t reserved for the young.

It’s 100% free – and you’ll instantly be part of the change.

What is the EBC?

“A woman’s beauty declines with age”

I call BS.

The beauty industry has us believing that beauty goes away as we age; we need to stay young at all costs; and the only way to do so is to buy their potions.

But, we know that’s hogwash.

Wrinkles, sun spots, and looser skin just tells us that our skin isn’t the same as it was when we were twenty. It doesn’t mean we’re not as beautiful as we were when we were younger.

No, our true goal is to remain healthy and maximize and showcase our beauty for our entire lives.

EBC Approval SealThe Endless Beauty Collective is our solution for how to get there. We aren’t trying to shun the beauty industry. We need them. We need them to pay attention to our needs and interests on our terms. The role we are asking the beauty industry to play is to provide us with products and strategies that help us stay healthy and look and feel as beautiful as we are as we age.

Because beauty has no expiration date.

The EBC is a pledge, a community, and above all – a mission.

Are you ready to dive in?

My name is Dara, and I stand ready to lead the change and advocate for all women.

Dara Goldberg
Dara Goldberg (dara@lovinmidlife.com)

For the past couple of years, I’ve been the voice behind Lovin’ Midlife, a brand that doesn’t shy away from the real talk on aging and battling the stereotypes about us.

As I was having dozens of conversations about midlife in general with many brilliant women out there, I consistently heard cries of frustration.

These women were tired of being told over and over again that getting older means they are getting less attractive.

These feelings kept being reinforced every time I saw an ad for the latest anti-aging cream, or when I went to the beauty store to grab my favorite moisturizer and saw countless brands promising to help me stay young.

Dara Goldberg
Dara Goldberg (dara@lovinmidlife.com)

I don’t want to stay young. I want to be seen for who I am today: beautiful and healthy.

Come to find out, I wasn’t the only one feeling this way. But, the problem is that it’s so ingrained in us to fear and dread aging that at first, it was hard to imagine any other way.

And that’s where I’m stepping in.

I’m on a mission to send the beauty industry a message so loud that they have no choice but to listen to us AND respond to us.

Beauty is ageless. Beauty is endless.

Our voices brought together are stronger than we give ourselves credit for. And as Founder of the EBC, here’s my own pledge to you. I will:

Ready to make this work? Let's join forces together.


Become a Member of the Collective Today

And you’ll receive:

Let's Change the Beauty Industry Together

Few things are more powerful than when women come together.

This is our platform for banding together as a unified force and using the power of our greatness, our voice, our actions, and our numbers to forge change. This is the respect women of all ages, the whole world over have deserved forever.

The Endless Beauty Collective is ready to send the message to the beauty industry.

Let’s band together and use our incredible size and purchasing power to get the ageism out of the beauty industry.

And get the world to embrace that a woman’s beauty is endless.

Have a friend who you know would LOVE to help take ageism out of the beauty industry? Tell her we have a spot with her name on it.

Join the Collective Today