"I want every WOMAN as they age, to look and FEEL their most beautiful and confident version of themself."

Grace Fodor

What is it about youth that makes us yearn to be young again?

As I hit 40, I was labelled as 'middle aged' and found myself surrounded by negative anti-ageing stereotypes that didn't reflect how I felt or lived my life.

Beauty doesn’t just belong to youth, it’s ageFULL.

I want to celebrate my age, wear it proudly and feel truly confident. To be represented in advertising, by the very brands trying to talk to us. And as for products, they need to be designed with me in mind.

74% of us feel that many products and services don't reflect our needs.

..and that’s how I felt about the beauty industry’s ‘one rule suits all’ approach to makeup. All I could find was dressed-up versions of mainstream products that just didn’t seem to work for mature skins.

PRO AGE beauty, developed 100% by women for women.

And so STUDIO10 was born. Minimalist makeup. 'Quick fix’ solutions formulated with the best skincare ingredients, and are easy to use. Multi-purpose products that deliver the biggest punch for the least amount of effort.

It’s our shortcut to flawless skin, lit from within radiance and ageFULL beauty that makes us look good, and feel even better.

STUDIO10 is more than skin deep - it's a movement.

I’m passionate about redefining beauty for women as they age, and redefining age. Standing up to be the PRO AGE, pro-beauty voice that gives us the recognition we ALL deserve. So, let’s stand united and challenge these outdated misconceptions of middle-age that leave us feeling invisible, undervalued and unattractive.

When we let them have power, they take away our confidence and rob us of our beauty and dreams. Let’s do it for ourselves. And let’s inspire the next generation to stamp out ageism once and for all. It’s time to be seen, and be heard.