THE BEAUTY OF NOW™

Beauty does not diminish with age. It changes.

A personal editorial beauty project by Adriana Escalante

The Beauty of Now™ is a personal editorial beauty project celebrating women in their 50s, 60s, and 70s through modern, editorial and commercial photographs.

Beautiful skin does not have an age limit. Neither do confidence, presence, individuality, or style. Women beyond 50 should not appear in beauty imagery as the exception — they should be part of the visual standard.

Inspired by women I know, women I love, and women I have had the privilege of photographing, this project was created to celebrate beauty as it exists now: individual, expressive, and fully present.

With a milestone birthday approaching, the timing felt especially personal. What began as an idea I had carried for some time quickly resonated far beyond my own community, drawing extraordinary interest from women across the country and around the world.

—THE IDEA BEHIND THE PROJECT

Beauty does not belong to any one age.

The Beauty of Now™ was created from a belief that women in their 50s, 60s, and 70s deserve greater inclusion and representation in the beauty industry—not as a niche or an exception, but as part of the standard.

The intention is to create editorial and commercial beauty imagery that gives greater visibility to women whose presence, experience, beauty, and purchasing power have too often been underrepresented.

REAL WOMEN

Honest stories.
Authentic beauty.

BOLDER NARRATIVES

Changing the conversation about age and visibility.

A MORE INCLUSIVE FUTURE

Because every stage of life deserves to be seen and celebrated.

"This is not about looking younger.

It's about being seen — exactly as we are, right now." — THE BEAUTY OF NOW™

THE FIRST CASTING

A Response Beyond Expectations

The first casting post generated more than 159,000 views, reached more than 100,248 viewers, and inspired more than 5,000 interactions, with more than 2,000+ comments reflecting just how strongly the idea resonated with women. More than 1,600 people followed the account directly from the post, and over 97% of the views came from non-followers.

Submissions came from models in their 50s, 60s, and 70s, as well as women who simply connected deeply with the idea behind the project. The final cast is currently being selected, and the first editorial shoot is now in development.

PROJECT LEADERSHIP

ADRIANA ESCALANTE

Founder · Photographer · Creative Director

JANE COLLINS

Producer · Creative Collaborator

FOLLOW THE PROJECT

The Beauty of Now™ is just beginning.

Follow the project as it develops—from casting and creative preparation to behind-the-scenes moments and the final editorial images. @TheBeautyofNowProject