About The Midst

The Midst is a platform empowering women in their mid-30s, 40s, and 50s to live on their terms. We’re transforming the conversation about these decades in women’s lives because over the hill is so over and done with. We’re in the prime of our lives.

We’re a collective of voices covering women’s health and wellness, publishing stories to inspire women in middle age to reimagine this period as a time of growth, exploration, and possibility.

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• The oldest Millennial turns 43 in 2024.
• 25% of Americans are women 40 and older.
• Women are living longer than ever before. A woman’s life span is almost 8% on average longer than a man’s. According to a 2020 U.S. Centers for Disease Control report, the average American man will live to age 76, while the average American woman will live to age 81.
• Over 1 billion women around the world will have experienced perimenopause by 2025. (NY Times)

We probably won’t say things like “40 is the new 20” or “50 is the new 30.” The 40s and 50s can stand on their own two feet.

Now that we’re aging better than ever before, we won’t wait until “retirement” to enjoy “the golden years.” We’re celebrating right here and now.

Our entire lives, people have told us how we should look. Scales tip toward the patriarchy, with cultural modifications of the male gaze and industrialized ideologies of consumerism and its favorite commodity — women’s bodies.

Bigger lips, bigger boobs. Smaller waists, smaller attitudes. More of you, less of me — a box not worth fitting.

At The Midst, we will never tell you how you should look or how you should present yourself to the world. (Step outside — everyone else has that covered.) Instead, we will empower you with information and inspiration to do the one and only thing that makes sense — be you.

We know that we women are a million things more than our looks: we are energy, we are heart, we are brilliance. And we also know that we hold our spirits in a physical world, where creativity — and society — can flourish.

Painting faces, altering appearances, and authenticating our performances are all impactful aspects of honoring our creativity and individuality in this lifetime. Understanding our culture and choosing how we want to play in that space is equally important.

We will present you with beauty as we know it — health, wellness, creativity, inspiration, products, and dialogue — all within our inherent feminist lens, backed by our expert authority and genuine voice. The Midst’s goal in beauty content is to be your friend and guide during your 30s, 40s, and 50s, celebrating your choices — and helping to make them possible.