Why founder Stephanie Neubert from Heyday shows women that midlife isn’t a drama, but a revolution.
Life’s over at 40? Think again.
For Stephanie from Heyday, midlife isn’t a turning point — it’s a takeoff. Her mission: to rewrite the story of aging — visibly, positively, and boldly. “We live in a society that glorifies youth. But aging is changing. Women in their forties and beyond are more active, curious, and independent than ever. That’s what I want to show.”
From magazine to movement
For years, Stephanie worked as a journalist — writing, interviewing, producing — mostly in beauty and fashion. Until she realized: she was getting older, but her interview partners were getting younger.
“At some point, I found myself only interviewing influencers in their early twenties,” she says. “And then I thought: Wait a minute – it feels like everything’s revolving around young people these days…”
In a spontaneous, middle-of-the-night decision, she launched Heyday with a friend — a magazine for women who no longer see themselves represented in mainstream media. “A friend once said, ‘There’s nothing for women 40-plus — not Asos, not Adler.’ And she was right.” The name came easily: Heyday — a word that means prime or bloom. “HEYDAY sounds good. It feels positive. We’re bringing a new image of aging into the world – and it should feel just as good as it sounds.”
Why we need a new image of aging
Not so long ago, turning forty meant you were “old.” Today, everything’s shifting — yet the cultural image lags behind. “The more positive images we see, the more our thinking changes,” says Stephanie. “Showing women who surf at eighty doesn’t mean everyone has to surf. It just means — it’s possible.” Still, the old myths persist.
“I’ve heard things like, ‘Our products aren’t for older women,’ or ‘They don’t buy anymore.’ That’s nonsense. Women 45 and up are the strongest consumer group out there.” Heyday wants to flip that narrative — with real stories, humor, and heart. “We show women as they are: strong, sensitive, beautiful, loud, quiet, diverse. No filters.”
Pro-Age, not Anti-Age
What sounds like a slogan is actually Stephanie’s life philosophy. “‘Anti’ is negative — it means fighting something natural. Pro-Age means: I’m for life. For every year I get. For my wrinkles, my experiences, myself.” The global Pro-Age movement stands for a new idea of beauty, visibility, and self-acceptance. “It’s not about staying young – it’s about being at ease with who you are.”
For Stephanie, self-love isn’t a wellness trend — it’s a survival skill. She’s learned to live more consciously: “I stopped drinking three years ago — and it changed everything. The biggest win? Emotional stability. No more ups and downs — just clarity.”
Her other ritual? Traveling. “On my travels, I like to go with the flow and meet new people. It inspires me and fills me with energy.”
Between hormone chaos and fresh beginnings
Of course, getting older has its rough patches. “Many women go through deep valleys,” says Stephanie. Illness, separation, kids leaving home, menopause — all of it can shake your sense of self. “But that’s where the magic happens. This phase forces us to rediscover who we are — and that can be wildly liberating.”
Her advice: “Find your people. Community is everything. Loneliness is one of the biggest issues of our time. So connect, support, and celebrate each other.”
Her wish for the future: more connection, more mutual visibility. “Older women are a valuable part of society – and they should be treated that way. Not just in politics and business, but everywhere.”
Midlife isn’t a setback — it’s a rebellion
Today, thousands of women follow Heyday, sharing their stories, struggles, and dreams. “Women have incredible strength,” says Stephanie. “There comes a moment in life when you ask yourself: does this still make sense? Why did I always say yes? Why did I fit in? And that’s when something awakens.”
A second youth — only wiser. “You don’t have to turn everything upside down,” says Stephanie. “Just make small changes — and suddenly, life opens up again.”
Her message to younger women: “Don’t fear aging. Age is a time to flourish, shaped by life experience.”
Societies are aging — brands need to catch up.
