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brooke shields: 'it’s about this demographic of women really coming into their power'

in 2021, the model and actor founded beginning is now, a website focused on cultivating a supportive space for women over 40.

by karen hawthorne
published sep 22, 2022
read time 2 minute read
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read time 2 minute read
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'we're all women trying to figure out who we are," says the model.
brooke shields attends glamour celebrates 2021 women of the year awards. (photo by dimitrios kambouris/getty images for glamour)
at 57, brooke shields is working to help women embrace aging and feel empowered to try new things, according to people magazine. the model, actor and newly-minted health advocate spoke recently at the forbes power women’s summit about founding her website beginning is now (bin) in 2021, which she launched as a supportive space for women over 40, that offers inspirational blogs (like shields’ recent letter on the importance of female friendship), fitness videos, and beauty and fashion products.
as shields explains on bin’s website, “there’s no one-size-fits-all approach to being our best selves.” women are encouraged to feel less alone about body changes and the emotional challenges that come with getting older.
“i’ve learned so much from this community; i’ve learned that we are so much more similar than we are different; we’re all women trying to figure out who we are,” she writes in a recent instagram post, where feedback shows she’s struck a chord:
“we are all in this life together and should appreciate one another. love your forum for being real,” one person commented.

‘taking this period in their lives to pivot’

before going on the summit stage as a featured speaker, she opened up to people about her new role as entrepreneur.

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“it’s about this demographic of women really coming into their power and owning it and really taking this period of their lives to pivot in the ways they want to — and that’s in everything with beauty, wellness — all of it,” she told people, adding that some women feel they aren’t entitled to self-care because they’re older.

a little celebrity power never hurt

clearly, after more than five decades of growing up in the public eye, shields is using her celebrity power as a catalyst to get information out that will help other women feel seen and supported as they age.
“it’s an attempt to combat the erasure of women’s experiences in media and marketing, and re-centering women over 40 as whole, vibrant people who have evolving experiences and needs as we age,” she told biz women.
but shields, who first garnered acclaim for her role as violet, a 12-year-old prostitute, in the 1978 film “pretty baby,” isn’t the only one working to amplify the beauty and possibilities of later life. according to the toronto star, there’s a new celebration of women in what’s called their “third age” of 50s, 60s and up, where fashion and beauty brands are showcasing 50-plus women in branding.
even forbes magazine, renowned for lists of top achievers under 30, has a 50 over 50: the new golden age list of women “who are part of an exhilarating movement redefining life’s second half and proving that success has no age limit.”
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karen hawthorne is a toronto-based writer.
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karen hawthorne
karen hawthorne

karen hawthorne worked for six years as a digital editor for the national post, contributing articles on health, business, culture and travel for affiliated newspapers across canada. she now writes from her home office in toronto and takes breaks to bounce with her son on the backyard trampoline and walk bingo, her bull terrier.

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