In light of Allure magazine announcing in last year’s September issue that it would no longer publish the term anti-aging, it makes me wonder if this will become the new normal for the industry.

The magazine stated that aging is a “celebration of growing into your own skin,” so we shouldn’t see it as a “battle” and something that needs a remedy like antiviral medications or antifungal creams.

But does the term really stand for something negative, or is it just a way to clearly state which skin care goals you’re after?