Cosmetics brand Illamasqua – who believes beauty has no age limit – is a company after our own hearts here at age diverse modelling agency Talent Management.

For Illamasqua’s newest campaign, aptly named ‘Age Before Beauty’, the British firm plans to feature not only models of all ages, but also undiscovered models, through an open casting.

Sharing our agency’s beliefs that beauty has no sell-by date, the firm has asked to see individuals, as well as pairs – from mothers and daughters, to nieces and aunties, to grandmothers and grandsons – to model for a glamorous beauty shoot celebrating all ages and diversities.

Joseph Corrė, Illamasqua’s Joint Managing Director, said: “Why should it be the case that you hit 40 and morph into a dull, boring version of your original self? Bombarded by products to hide your age rather than celebrate your experience and vitality.”

Alex Box, Illamasqua’s Creative Director, added: “Lauren Bacall said ‘think your whole life shows in your face and you should be proud of that’ – I agree. What makes one person unique from another is in their soul and what is projected through their eyes, their wisdom, life story, experience, individuality and presence.”

Over the agency’s 25-year history, we’ve always expressed that far too much beauty goes unseen due to a culture that teaches us beauty equals youth, skinniness and ridiculously long legs.

Thankfully, with more brands like Illamasqua beginning to embrace diversity, whether by age, race or size, this worrying mindset looks set to change with more people beginning to appreciate and celebrate beauty in all its forms!