All Golden Launches With a Pro-Ageing Approach

A new premium beauty and lifestyle brand, All Golden, has officially launched in the US, specifically designed for women aged 45 and above. The brand’s mission is clear: to challenge and reshape cultural perceptions of ageing.

Founded by beauty industry veteran Sarah Kugelman, All Golden draws upon her extensive professional and personal experience. As the former CEO and Founder of Skyn Iceland (acquired by Antoine de Larocque in 2022) and Co-Founder and President of beauty e-tailer gloss.com (acquired by The Estée Lauder Companies in 2000), Kugelman’s vision for All Golden is to create a brand “crafted for women 45+, by a woman 45+,” with a focus on the pro-ageing movement. In contrast to the often clinical or ‘anti-ageing’ approach seen in many beauty products, All Golden celebrates women in this demographic, aiming to both inspire and uplift them.

“I often find myself and my peers feeling menopause-oriented products are just too clinical,” said Kugelman. “I want to bring youthful energy to the market for this age group—with no-fuss products that are easy to understand, simple to use, and that truly generate results! Our goal is to have real, authentic conversations about the pro-ageing process and empower this sometimes marginalised community by representing them in the beauty industry, ultimately shifting cultural perception to celebrate the ageing process.”

All Golden sets itself apart with its innovative water-free formula, using cactus fruit essence as the base ingredient in all its products. Unlike the traditional ‘aqua’ found in most skincare and haircare formulations—which can be less effective at hydration and potentially disrupt the skin’s natural balance—All Golden employs patented technology to upcycle cactus fruit into a bio-fermented essence. This potent ingredient not only hydrates and protects the skin’s microbiome but also serves as a more eco-friendly alternative to water.

The brand’s debut collection offers a curated selection of products designed to rejuvenate both skin and hair. At the core of the skincare line is the brand’s proprietary pro-ageing skincare complex, formulated to slow down, rebalance, and recharge the skin from the surface to its deep molecular processes. This advanced complex combines vegan acids, tonka bean, griffonia lysate, an advanced peptide blend, and adaptogens to reduce inflammation, diminish uneven skin tone and crepiness, and promote collagen and elastin production, ultimately lifting, toning, and tightening the skin.

The skincare range includes the high-performance Go Velvet Primer, which smooths seamlessly onto the skin, blurring pores and concealing imperfections. The Peptide Power Serum refines skin texture while tightening and toning, and the Eye-Luminator Cream addresses crepiness and wrinkles, brightening and firming the skin while reducing puffiness. The 360° Firming Eye Patches offer intense hydration, lifting and de-puffing the entire eye area.

Central to All Golden’s haircare range is its signature pro-ageing complex, a potent blend of vegan keratin, quaternized lemon shine, polysaccharides, phytocycle orange, and adaptogens. This powerful blend hydrates, smooths, protects against environmental damage, reduces frizz, enhances manageability, and boosts shine.

The brand’s haircare line consists of two key products. First, the innovative Root Changer works to restore hair to its pre-greying state by increasing melanin while also reducing the enzymes that break down melanin. It also supports the hair’s structural integrity, conditions, smooths, and promotes shine. The second product, the Hair Wand, tames, softens, and smooths wiry grey flyaways, as well as frizzy, damaged, and coily hair. Moreover, it reduces frizz, strengthens the hair, and offers protection from heat styling.

Priced between $35 and $95, All Golden products are available exclusively online at allgolden.com. A UK launch has yet to be announced.