Brand Guidelines
The definitive reference for Rageism Beauty’s brand identity, voice, visual language and creative direction. For internal and agency use.
Version 2.0 • March 2026
The definitive reference for Rageism Beauty’s brand identity, voice, visual language and creative direction. For internal and agency use.
Rageism Beauty is an Australian-made, pro-ageing beauty brand designed specifically for women 40+. We don’t focus on making women look younger — we focus on helping them look like the best version of themselves.
To create and market cosmetics specifically for women over 40. To fuel a movement against ageism and transform the way women feel about ageing and themselves.
To show that beauty, style and sex appeal are ageless, timeless qualities derived from an earned inner confidence.
| Founded | Australia |
| Founder | Doris Humunicki |
| Category | Skincare-cosmetic hybrid |
| Certifications | Australian Made & Owned, Vegan, Cruelty-Free |
| Website | rageismbeauty.com.au |
| Awards | Multiple beauty industry awards |
Our products are developed based on how skin changes over time — including hydration loss, texture changes, pigmentation and sensitivity. We operate as a hybrid between skincare and colour cosmetics. No other cosmetic range has our target market. We have a unique selling proposition.
Four foundational pillars hold up the Rageism brand house. Every touchpoint, creative asset, and communication should reinforce at least one of these pillars.
High-quality mineral-based cosmetics specially formulated to enhance and complement mature skin.
Not tested on animals. Vegan. Australian made and owned. Responsible and transparent.
For women with attitude. The Rageism movement is more than cosmetics — it’s confidence reclaimed.
Real women. Real results. An Australian brand with genuine purpose and honest product claims.
Women experiencing a shift in how makeup performs on their skin. They’re frustrated because what used to work no longer does — and they feel the beauty industry has forgotten them.
In their words: “Makeup just no longer works.”
Frustration → Loss of confidence → Discovery of Rageism → Relief and empowerment → “I feel like myself again”
Women do not want to think of themselves as “older” — so don’t draw overt attention to age. Reference maturity through imagery alone. Use inspirational statements that reflect success, experience and confidence rather than age brackets. Focus on the “why” (confidence, empowerment) not the “who” (age group).
Rageism’s tone of voice is confident, sophisticated, bold and witty. We are irreverent and edgy — for women who refuse to fit stereotypes and won’t be ignored or patronised.
Tone: Bold, witty, community-driven
Example: “Break up with your makeup. It’s not you — it’s your foundation.”
Tone: Problem-solution, confident, direct
Example: “Makeup that moves with your skin, not against it.”
Tone: Warm, educational, empowering
Example: “Your skin has changed. Your makeup should too.”
It is time to rage against today’s age obsession.
Over 40. Over 50. Over 60. Whatever. We’re over it.
We love the skin we’re in. The delicately traced songlines of our lives. The whispered suggestions of lovers, past and present.
These things make us who we are. They are to be embraced. Not apologised for.
We will show them off with pride, in our best light.
THIS IS RAGEISM
A refined, predominantly black and white palette anchored by signature rose and blush tones. The secondary palette adds depth and versatility across digital and print.
Primary palette should dominate all touchpoints. Black and white form the foundation, with Rageism Blush as the signature accent.
Deep Rose is reserved for CTAs, highlights, and emphasis.
Pantone references are for print/packaging applications only. Secondary Pantone colours appear sparingly and should not dominate digital touchpoints.
| Element | Font | Weight | Usage |
|---|---|---|---|
| H1 Headlines | Sweet Sans Pro | Bold (700) | Page titles, hero sections |
| H2 Section Titles | Sweet Sans Pro | Semi-bold (600) | Section headings |
| Body Copy | Sweet Sans Pro / Helvetica | Regular (400) | Paragraphs, descriptions |
| CTAs | Sweet Sans Pro | Bold (700) | Buttons, action links |
| Captions | Quicksand | Regular (400) | Image captions, metadata |
| Ads | Helvetica / Sweet Sans Pro | Bold + Regular | Paid creative |
Rageism products are formulated across three key principles designed to address how skin changes over time.
To prevent caking and dryness
To restore glow and soften lines
So makeup moves with skin, not against it
| Product | Skin Issues Addressed | Key Ingredients | Performance |
|---|---|---|---|
| Primer | Loss of glow, dryness, texture, caking | Mica, Hyaluronic Acid, Glycerin, Silica, Peptides | Restores luminosity. Creates flexible base. |
| Concealer | Pigmentation, dark circles, creasing | Flexible pigments, Vitamin E, Amino Acids | Brightens and corrects without heaviness. |
| Foundation | Redness, uneven tone, caking, dullness | Mineral pigments, Hyaluronic Acid, Vitamin E | Evens tone with skin-like finish. |
| Face Glow Oil | Dryness, dullness, loss of radiance | Jojoba Oil, Vitamin E, essential fatty acids | Restores lipid barrier and natural glow. |
| Makeup Remover | Sensitivity, dryness, barrier damage | Jojoba Oil, Sweet Almond Oil, antioxidants | Gentle removal. Supports barrier health. |
Includes: Face Glow Oil + Primer + Foundation
Solves: “Fix how makeup sits”
Lower barrier to purchase. Builds confidence quickly. Pathway into full system.
Includes: Primer + Correcting Concealer + Foundation
Solves: “Fix how skin looks overall”
Full transformation system. Highest trust. Strong AOV driver. Best for before/after content.
These are the words our customers use. Mirror this language in all communications to build instant recognition and trust.
Reduces hesitation and purchase anxiety
Reduces risk and builds purchase confidence
Simplifies decision-making
Builds trust and social proof
Use these as starting points for ad copy, social captions, and email subject lines:
| Hook Type | Example |
|---|---|
| Pain point lead | “Foundation settling into lines?” |
| Curiosity lead | “The reason your makeup stopped working” |
| Social proof lead | “‘Finally something that works’ — Sarah, 54” |
| Product benefit lead | “Makeup that hydrates instead of cakes” |
| Movement lead | “We’re over anti-ageing. We’re pro-you.” |
“Raging Beauties…
don’t do things by half”
“Raging Beauties…
are no shrinking violets”
“Raging Beauties…
vibrancy never fades”
Strong, arresting images of women 40+ who revel in their individuality and personal sense of style. Never apologetic. Always confident.
Bridge aspirational (celebrity-level imagery) with accessible (everyday women). Borrow from celebrity aesthetic but contextualise with real, relatable women.
Competitors sell the product, not the why. Rageism has the opportunity to sell the why — confidence, empowerment, and self-acceptance — while competitors remain focused on product features alone.
| Brand | Position | Rageism Advantage |
|---|---|---|
| Look Fabulous Forever | “Makeup for older women” — educational, tutorial-focused, UK-based | LFF is gentle and educational; Rageism is bold, edgy, and empowering. |
| Rodin (Olio Lusso) | Luxury oils, celebrity-adjacent, aspirational NYC brand | Rodin is exclusive and unattainable. Rageism is accessible and authentic. |
| MAC / L’Oréal Age Perfect | Mass market, celebrity-endorsed mature lines | Add-on lines from youth-focused brands. Rageism is purpose-built from the ground up. |
| Morgan Annie Cosmetics | Australian competitor targeting similar demographic | Rageism has stronger brand identity, content library, and the movement narrative. |
No other cosmetic range has this target market with this brand identity.
🎨 Purpose-built formulation × 💪 Empowering brand movement × 🇦🇺 Australian authenticity
Rageism Beauty received outstanding recognition at the 2026 Beauty Shortlist Awards, cementing our position as Australia’s leading pro-ageing beauty brand.
Complete visual icon system extracted from rageismbeauty.com.au — 23 custom SVG icons organised by function, organised by function.
These six icons form the homepage trust strip, communicating Rageism’s core brand promises at a glance. They use a 33×33 viewBox with line-art styling and currentColor for fill, making them adaptable to any colour context.
Trust strip icons reinforcing the shopping experience — delivery, packaging quality and returns policy. These use stroke colour #111111.
Functional interface icons used throughout the site for search, navigation, user accounts and calls-to-action. Clean, minimal line-art style at consistent stroke weights.
Decorative connector graphics used in the ‘Find My Shade’ three-step process. These contain colour fills and gradient treatments that are part of the brand’s visual identity.
color: white or filter: brightness(0) invert(1) for icons using currentColor or dark stroke fillsAccess all brand imagery, video content, guidelines documents and creative assets from the shared content folders below.