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

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.

“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:

‘taking this period in their lives to pivot’

a little celebrity power never hurt

“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.”