The Shoebox Project

In the spirit of the holiday season, Soke Beauty donated our Soke Eye Treatment to The Shoebox Project supporting Toronto local chapter GTA EAST.

Volunteers distribute these gifts to local women’s shelters and community agencies serving women impacted by homelessness across Canada, the United States, and the United Kingdom.

Conquering the Invisible Woman

There’s no shortage of movies where the mature male star’s romantic counterpart is played by an actress who is decades his junior, while women in his own age bracket are noticeably absent from the picture. In Hollywood and in real life, women of a certain age tend to be ignored, leading to feelings of decreased self-worth or irrelevance. That lack of visibility is a social phenomenon known as the Invisible Woman Syndrome, and it’s a cliché that’s unfortunately not limited to the world of romcoms.  

Invisible Woman Syndrome is described as a feeling of not being seen, one that’s particularly felt by women as they enter middle age. It’s a state of mind and no one should be allowed to make us feel less than. It could surface as an actress no longer being offered roles as a romantic lead or – in the real world – as a woman struggling to get a job interview. It can also manifest in day-to-day representation, where women are absent from spaces, like a widow or divorcée who is no longer invited to social events in the absence of a partner, or on television, where newscasters are routinely aged out of their hosting duties.

In short, it’s any woman who feels that her social value has diminished because of her age. And it’s deeply rooted in sexism: In a patriarchal world, women are valued for their physical appearance and youthful appeal. Being ignored or overlooked in social settings can lead to feelings of invisibility or irrelevance as one matures.

What’s important in negating these feelings of irrelevance or undesirability is taking ownership of your outlook, viewing yourself not simply an object in relation to others but as a defined subject. In contrast with objectification, where you feel your loss of desirability in the eyes of others, a subject has agency, awareness and impact, refusing to become invisible. Think: main-character energy, an outlook popular amongst Millennials and Gen Z that encourages viewing yourself as the protagonist in your own life story and focusing on actualizing your “best self”. This includes choosing decisions that add joy to your sense of self and bidding adieu to wasting time on the actions and situations that don’t prioritize your personal needs.

It can also involve taking a pro-aging attitude, an outlook rooted in radical self-acceptance that involves wholeheartedly embracing who you are in this moment and how you got there. It’s about taking ownership of visual changes in our identity, like well-earned fine lines and wrinkles, or letting our hair go grey with confidence, like Canadian news anchor Lisa LaFlamme did before she was unceremoniously let go from her job at CTV. And it’s also about the enjoying the emotional evolution that comes with age, like a newfound sense of maturity and letting go of the things that used to take up unnecessary space in our lives.

Aging can be a challenging time in one's life, but with it comes some very deep wisdom about reclaiming your power and enjoying life with confidence at any age. Click To Tweet

Planned Parenthood Pop-Up

We donated 10% of net proceeds from this event. Learn more about our community involvement and how you can contribute.

How to Age Like a Pro

There’s a new wellness movement in town and it’s called pro-aging. Unlike anti-aging attitudes of the past—where the goal was to deny, deny, deny and try to turn back the clock by any means possible—pro-aging is a wholehearted embrace of who you are and how you got there. It’s about taking ownership of visual changes in our identity, like well-earned fine lines and wrinkles, or letting our hair go grey with confidence and verve. And it’s also about the enjoying the emotional evolution that comes with age, like a newfound sense of maturity and letting go of the things that used to take up unnecessary space in our lives.

But that doesn’t mean we can’t age how we want to. Aging like a pro is a lifestyle, with self-care at its core. It can take a 360-degree look at all the intrinsic and extrinsic factors in your life, from what you eat and how much you sleep to your stress level. There are some things that we can’t change, like what’s in our unique DNA. The good news is that there’s so much we have control over, and that starts with our personal outlook on life.

The pro-aging vs anti-aging debate is really two sides of the same coin. Click To Tweet

While much of the anti-aging movement was centred on striving to achieve an unachievable ideal, pro-aging is all about self-care and making decisions that will benefit you in the long run. This can mean following a diet that is rich in colourful fruits and veggies and avoids excessive sugar or alcohol. It can also involve adopting an exercise regimen that keeps you fit while having fun, like taking up a new sport or teaming up with a running buddy. Being pro-aging includes looking at how you spend your time, finding fulfillment by setting boundaries to find a suitable work-life balance and engaging in rewarding social activities like volunteering, joining a book club or connecting with a friend. It can also mean taking advantage of cosmetic procedures like Botox or neck tightening, booking regular facials with a trusted professional and regularly using pro-aging skincare that’s suitable for your unique skin type. Because when we feel good, we look good.

At Soke, we want to help you maintain your radiance, a quality that comes from within. We created our hydrogel masks to give you the results you’re looking for while also enhancing your pro-aging lifestyle. Because they don’t leave any messy residue, our masks can be worn whenever suits you, whether that’s while you’re unwinding at home, getting ready for a night out or running errands with your family. Effective skincare that meets your unique lifestyle needs? That’s what pro-aging is all about! 

Deprogramming an anti-aging outlook is empowering, but it can also take time. Click To Tweet

Remember that, while it’s impossible to stop aging, it’s always possible to meet yourself with love and kindness. Here are some of our favourite ways to age with joy.

  • Meditate
  • Stay hydrated 
  • Spend quality time with friends and family
  • Volunteer for a cause that speaks to you
  • Get eight hours of sleep every night
  • Eat plenty of colourful fruits and veggies
  • Stretch and move
  • Care for your skin by giving it what it needs
  • Take time out for rest
  • Engage in lifelong learning through a course or book club

The Girlfriend: “There’s A Patch For That!”

Soke Beauty Chest/Décolletage Treatment

For many Gen Xers, cleavage wrinkles, aka “clinkles,” may just be starting to show themselves. Louis P. Bucky, M.D., a board-certified plastic surgeon based in Philadelphia, says the skin on your décolletage is different than the skin on your face, as it “has less blood supply than other areas, like the face, and therefore needs to be treated more delicately. It’s also more susceptible to visible signs of aging and sun damage.” If between-the-breasts wrinkles bother you, the Soke hydrogel patches may be your V-neck shirt’s new BFF. They use intense hydration and peptides to plump up lines. Wear the patch for 30 minutes — you can even wear it while prepping for a big night out and it will stay put — and peel it off for cleavage looking as youthful as that of your favorite Peloton instructor.


The Globe and Mail: What’s the benefit of using skin-care products on my chest and decolletage?

The neck and chest are often as exposed to the elements as your face but they can be overlooked in skin-care routines. According to dermatologist Dr. Sheetal Sapra and plastic surgeon Dr. Julie Khanna of ICLS Dermatology & Plastic Surgery in Oakville, Ont., the concerns that their patients have about this area are typically changes in colour, tone and texture. Sapra and Khanna say that since this is one area of the body that can’t be treated with surgery, they recommend being pro-active in caring for it. At home, they say that can include using vitamin C serums and sun protection as the first line of defence, as well as creams that increa hydration and support the production of new elastin and collagen. One simple way to achieve this is to extend your serum, moistruizer and sunscreen applications below the jawline when you’re applying them to your face.

My Recommendation

I love masking at home, especially when the product is easy to apply. Founded by Amy Newman Brown, Toronto-based Soke specializes in jelly-like hydrogel masks. The heart-shaped option designed especially for the décolletage contains ingredients that hydrate, reduce inflammation and smooths the skin. It’s a simple way to give the area some TLC.

Soke Chest/Décolletage Treatment, $75 / set for five through

– Caitlin Agnew

Special to The Globe and Mail

AEDIT: The 20 Best Under-Eye Patches And Masks To Solve Every Concern

Written by Elise Minton Tabin

It’s not your imagination — the skin around the eyes is different from the rest of the face. It’s thinner and lacks oil glands, which means it is more susceptible to dryness and irritation. From dark circles and puffiness to fine lines, wrinkles, and crepiness, the eye area often houses an array of aesthetic concerns.

Applying eye cream in the morning and evening is a must, but there are also some quicker and more targeted treatments on the market. If your eyes need some extra TLC because you’re sleep-deprived from a binge session of Netflix’s Sex/Life, hungover from one too many Aperol spritzes (hey, it is summer!), or just plain exhausted, consider an eye mask for some much-needed relief. Not only do these coverings, patches, and masks feel good on the skin but they also help to diminish visible signs of fatigue and aging. Here’s what you need to know about under-eye patches and masks.
The Benefits of Under-Eye Patches & Masks

We often preach that skincare requires patience to see results, but under-eye patches and masks are some of the rare exceptions. It should come as no surprise then that they are a backstage and red carpet staple thanks to their ability to wake up the eye-area and prep the skin for makeup. “They smooth out minor lines to make the skin appear younger,” says celebrity makeup artist Jamie Dorman. But you don’t need a Hollywood glam squad to enjoy the benefits. Pop on a pair of patches before a big event or any time you need a pick-me-up.

Concealer is still a makeup must-have, but a good eye mask sets the stage by depuffing and delivering a hefty dose of hydration. In fact, celebrity makeup artist Nydia Figueroa has her patches pull double-duty when working with clients. “Place the patches under the eyes and then do your makeup,” she shares. “Since the mask has curved edges, you can create a beautiful and lifted shape with ease.” Plus, if the mask has a long enough edge, you can position it at the outer corners of the eyes and use it as a guide for a sharp winged liner look or a sexy smokey eye.

Soke Eye Treatment

The next best thing to in-office treatments that fill in and zap away pesky under-eye wrinkles and lines are these generously sized (they extend outwards to tackle bunny lines on the nose) yet comfortable patches that are as clean as they come. A hydrogel base houses peptides, water, and a polymer that produces a unique matrix to plump, nourish, and moisturize the delicate area. After 30 minutes, the eyes are visibly brighter and firmer. You may even be able to skip the under-eye concealer.


ZOOMER: Stay Hydrated: 15 Summer Beauty Essentials for Your Skin

Vivian Vassos | July 31st, 2021

Hydration. It’s all you really need to make sure there’s water, water, everywhere.

Studies show that drinking water regularly (6 – 8 glasses a day) keeps us healthier, allows all of our internal organs — including our brains — to function better, and helps our skin — the body’s largest organ — look better, too. But even though the heat may be on, skin sometimes needs a boost to lock that moisture-boosting hydration in.

“It is important to stay hydrated all year round, but this becomes especially challenging during the summer due to hot temperatures and the effects of the sun and air conditioning,” says board-certified dermatologist Dr. Dendy Engelman. “If we don’t properly replenish our bodies and skin with hydration, we run the risk of becoming dehydrated, which has numerous adverse impacts on our skin and bodies.”

And, without hydration, skin loses its bounce, she adds, “It’s not as firm or bright, so fine lines and wrinkles appear more exaggerated.”

Soke Beauty Chest/Decolletage Treatment Masks

Made with a hydrogel infused with peptides, Camellia Sinensis leaf extract, sodium hyaluronate and a tightening complex to help diminish fine lines, infuse moisture, tighten, build collagen and firm the skin. After nearly two decades acting as director of Toronto-based plastic surgery medical spa, founder Amy Newman Brown saw a need for patients wanting to take greater part in their self care outside their procedures. “Soke is about aging with agency and the concept that luxury is more about time than money,” says Newman Brown. True to her word, unlike many other chest masks where you wear them while you sleep, Newman Brown’s Soke promises to show results in just 30 minutes.


Daytime Chicago: Fall Must Haves

On Trend Beauty: Be like a Real Housewife —here’s one of their beauty must have secrets—Age Defying Eye Patches from Soke Beauty