Aging, Reimagined: How Purely Bella Is Approaching Skincare for Women Over 40
With more than 30 years of experience as a licensed esthetician, Cathi Carrier has spent much of her career helping women understand their skin and navigate its changing needs. Her work inspired the creation of Purely Bella, a skincare brand focused on supporting women through perimenopause, menopause, and the natural process of aging.
Rooted in her hands-on experience and a pro-aging philosophy, the brand challenges conventional beauty narratives that often frame aging as something to reverse rather than embrace. We spoke with Carrier about the personal experiences that led her to launch Purely Bella, the science behind her approach to skincare, and her vision for a beauty industry that empowers women to feel confident in their skin at every stage of life.
What did you witness during your 30-plus years as an esthetician that ultimately convinced you to create Purely Bella?
I've been a licensed esthetician since 1993, and the treatment room taught me to listen as carefully as I look at skin. Women would come in concerned about dryness, uneven tone or a routine that suddenly wasn't working. Underneath that was often a much more personal concern: they didn't feel like themselves. I built and later sold my spa in Old Saybrook, Connecticut. I loved that work, but there were only so many women I could help one appointment at a time. Purely Bella grew out of wanting to take that experience beyond the treatment room.
I was also having a difficult time finding products that were effective yet gentle enough for changing skin. Purely Bella bridges that gap. I wanted women to have thoughtful skincare and clear guidance from someone who understood their concerns, and to feel welcome exactly where they were in life, without being made to feel that getting older was something to apologize for.
Was there a defining moment when you realized women experiencing perimenopause and menopause needed a different kind of skincare?
For me, it was a growing recognition rather than one dramatic moment. I began noticing changes in my own skin in my forties, while women around the same age were bringing similar concerns into the treatment room. A routine they had trusted for years no longer felt right. That was important to me because even with my professional experience, I understood how unsettling it could feel. Knowing about skin doesn't make you immune to the emotions that come with watching it change. It made me think more carefully about what women needed at this stage: help understanding what was happening, products chosen for the skin they had now, and permission to simplify. That became the foundation for Purely Bella.
What makes hormonally changing skin different, and how does that understanding inform the way you develop your products?
Hormonal changes can affect the skin's ability to hold moisture and its collagen support. Around menopause, skin may become drier, thinner or more easily irritated. Some women also experience breakouts. It can be confusing to have dryness and acne at the same time, especially when the treatments you reach for make the dryness worse. But women don't all experience this in the same way, and hormones aren't the only factor. Sun exposure, existing skin conditions and the products you're using also matter. That understanding keeps me focused on comfort, hydration and a manageable routine.
I bring the concerns I know from the treatment room to the people developing our formulas, and I look at the whole product, including how it feels and how someone will use it. I also believe in being honest about suitability. Some of our products contain essential oils, so I wouldn't promise that every formula will suit every sensitive skin.
Why did you choose astaxanthin as a featured antioxidant, and what evidence supports its role in skincare?
I chose astaxanthin because it's a powerful antioxidant, and it fits the approach I believe changing skin needs: effective care that puts gentleness and comfort first. It's a naturally occurring carotenoid found in microalgae, and its antioxidant activity makes it an exciting ingredient to work with. What interests me is the research behind it. Laboratory studies show antioxidant activity, and human studies have reported encouraging findings in skin hydration, elasticity and the appearance of fine lines. Those are concerns that matter to the women I serve. I see real value in exploring ingredients that can support several aspects of skin quality within a thoughtfully developed formula. For me, the goal is to bring effectiveness and gentleness together. I want women to enjoy caring for their skin and feel comfortable with their routine. Astaxanthin is a featured ingredient in Purely Bella because it supports that direction: antioxidant-focused skincare with attention to hydration, comfort and a healthy-looking glow.
You favor pro-aging over anti-aging. What does embracing this philosophy look like in practice, both in your products and in the way you speak to women?
Pro-aging means I can care about my skin and still respect my age. I don't think women should have to choose between accepting themselves and wanting their skin to feel comfortable or look more radiant. In practice, I focus on the concerns a woman actually brings to me: dryness, sensitivity, uneven tone, or simply not knowing what to use anymore. The goal is to help her care for her skin in a way that feels useful and realistic. The language matters just as much. I don't want to make a woman afraid of her reflection to sell her a moisturizer. Our tagline, “Bloom through the change,” expresses what I want the brand to offer: encouragement through a stage that can feel unfamiliar. You can grow into this chapter and enjoy taking care of yourself along the way.
What was the most difficult decision you made when turning your professional expertise into a skincare business?
Selling my spa and stepping into a new role as a brand founder was a difficult decision. I knew the treatment room. I knew how to care for the woman in front of me. Building a product business meant becoming a beginner in areas where that experience didn't give me all the answers. There is a lot behind a bottle of skincare: development, packaging, inventory, fulfillment and the responsibility of communicating honestly about what it can do. I've had to learn to ask questions, seek help and make decisions without having everything figured out. What made the move worthwhile was the possibility of reaching women I would never meet in person. I could bring my experience with me, even while learning a different kind of business. I'm still learning, and I think being willing to admit that is part of building something you can be proud of.
Why do you think women over 40 have been overlooked in beauty marketing, and how would you like to see that change?
I think beauty marketing has spent a lot of time presenting youth as the goal. When older women do appear, the conversation can become very narrow, as though the most interesting thing about us is what we want to change about our faces. Women over 40 have full lives, opinions and a great deal of experience. We also have practical questions about our skin that deserve clear answers. I'd like to see more women our age represented naturally, with different skin tones, textures and experiences, and more education about perimenopause and menopause. I'd especially like the conversation to leave room for pleasure. Taking care of your skin can be something you enjoy, rather than another task driven by worry. For Purely Bella, that means speaking to women as capable people who deserve good information and thoughtful products.
Can you share a customer experience that reinforced why you founded Purely Bella?
Recently, a customer left a five-star review for Dream Skin Night Cream, saying she loved the products and wanted to try more of Purely Bella. I wrote back to thank her because it truly made my day. When you're building a small brand, you spend so much time on the details behind the scenes. A message like that brings you back to the person using what you've worked so hard to create. She has chosen to make your products part of her routine, and she wants to continue that relationship. That's meaningful to me. I want to earn a woman's trust over time, through the products and through how I respond to her. Knowing someone is enjoying the brand enough to explore more is a reminder of why I wanted to bring my work beyond the spa.
What are the three most important skincare priorities for women navigating perimenopause and menopause?
First, keep cleansing gentle and moisturize consistently. If your skin feels tight after washing, look at your cleanser and routine before adding another treatment. Moisturizers with ingredients such as glycerin or hyaluronic acid can help with dryness. Second, make sun protection a daily habit. Use a broad-spectrum sunscreen with SPF 30 or higher, along with shade and protective clothing. An antioxidant product doesn't replace sunscreen. Third, adapt your routine to what your skin tolerates now. Introduce products gradually, and don't assume that more exfoliation or stronger actives will give you better results. Persistent irritation, uncontrolled breakouts or a changing spot deserve a dermatologist's attention. My practical advice is to get the basics comfortable and consistent first. You can then consider targeted products for the concerns that matter to you. You don't need to earn good skin by having the longest routine.
How has your own relationship with beauty and aging changed throughout your career?
The longer I work with women, the more personal beauty becomes to me. I can look at skin professionally, but I also know that a face belongs to someone who has lived a whole life. Becoming a mother, rebuilding and starting a new business have all been part of mine. Today, I care about feeling comfortable in my skin and feeling like myself. I still enjoy skincare. I like looking cared for. But I want to make those choices from a place of self-respect, without treating every change as something wrong. Starting Purely Bella has also reminded me that there is room to begin again. I don't need to have every answer before I take a meaningful step. That's part of what aging has come to mean to me: knowing more about myself, while staying open to what comes next.
Your brand supports the Connecticut Cancer Foundation. Why was it important to make philanthropy part of your mission?
Our support of the Connecticut Cancer Foundation is personal to me and connected to the memory of my father-in-law, Jerry. I wanted Purely Bella to carry that connection forward in a way that could help other families. The Foundation provides financial assistance to Connecticut cancer patients and their families for everyday needs, including housing costs, utilities and food. That practical support matters. A family going through cancer still has bills arriving and a household to keep running.
Connecticut is where I built my career and my spa, so supporting people here feels close to home. As I build Purely Bella, I want caring for people to remain part of how the business grows. Supporting the Foundation is one way to make that value tangible.
When women discover Purely Bella, what do you hope they come to believe about themselves, their skin, and the process of aging?
I hope they feel a little more understood and a little less overwhelmed. If their skin has changed, I want them to know there are sensible ways to care for it, and that asking for help is worthwhile. I also hope they give themselves room to change. So much of a woman's life can be spent taking care of other people. She deserves attention, too, whether that means a few quiet minutes with her skincare or finally asking a question she's been carrying around for months. “Bloom through the change” is an invitation to keep growing. You can value the life you've lived, be curious about what comes next and enjoy the woman you are becoming. If Purely Bella helps a woman approach her skin with more understanding and herself with more kindness, that means something to me.
***
Yvon Lux is the editor of her Apple News channel covering lifestyle news and current events. When she’s not busy writing about impactful brands and standout products, she and her husband can be found snuggling with their emotionally needy, perpetually sleepy golden retriever, or she’s chipping away at her Juris Doctor. Connect with her on Instagram and subscribe to her Apple News channel.
