Look Fabulous Forever: The online brand for over 50s debuts new look

The make-up brand for older women was founded by 69-year-old vlogger and grandmother Tricia Cusden

Look Fabulous Forever (LFF), the UK make-up brand designed for over-55s, has undergone a revamp to ‘celebrate ageing’.

The e-commerce brand's feature new product packaging and names. LFF’s updated website has been designed to allow shoppers to search products via concerns specific to older consumers, such as ‘my eyelids are crepey’.

LFF has also unveiled new campaign imagery, which features un-airbrushed ‘real women’ from 51 to 89 years-old.

“Our new branding encapsulates the joy I feel about being an older women in the world today - we are living much longer than previous generations and I wanted to acknowledge that difference and celebrate it,” said founder Tricia Cusden (pictured).

“From the use of bright, upbeat colours to the photography of real women in their own environments, I hope we have continued to build on our fresh and unique approach to beauty and older women.”

Founded by the now 69-year-old Cusden in 2013, LFF sells make-up accessories, as well as products for the lips, face and eyes.

Last November the brand announced its expansion into the US.