Skincare brand Willowberry has launched its Age Without Apology Pledge inviting members of the beauty industry to come together to help change the current narrative in the beauty industry – by looking at the language around anti-ageing plus the need to include more real older women in beauty imagery.

Founder members for the pledge include Millie Kendall MBE and Jane Cunningham.

Willowberry is also inviting consumers to get involved by posting photos of their face on Instagram or Facebook with the caption "I want my age to be visible and celebrated in beauty @willowberryskin #AgeWithoutApologyPledge."

For more information and to participate please visit willowberry.co.uk.