Zoe Keating launched Hello Dame in November 2020. Inspired by the 20-something TikTok entrepreneurs, Keating realised the future was e-commerce and video digital marketing. Thus Hello Dame was born, bringing brow and lash products to women aged 40 plus. Zoe's target market are Boomer and GenX women. From talking to her customers on a daily basis she knows these women feel completely sidelined by large corporations. The prevailing question is "why don't we see 65 yr old women in Nike or Apple ads?" To assume they don't use these trendy products is naive at best and arrogant at worst. Midlife women need lots of role models in the media and Zoe believes it's time to shake things up.

Michelle Green is a lifestyle blogger for women over 50. She started the blog, Fifty & Fab, to share style, health, and beauty ideas. The main aim of the blog is to inspire others to embrace midlife and feel fabulous.

Lynda Cowell is a London-based writer, web editor, and former BBC television researcher. Having written for the likes of The Voice, Pride, The Guardian, Time Out and Marie Claire, much of her work has focused on race and gender, but not exclusively. In her free time, she likes to read, drink red wine, and watch the kind of television programmes other people sneer at.