Bahar Etminan expands lifestyle brand with Ageless by Rescu

Australia ranks in the top 10 countries according to cosmetic surgery spend. In 2017, Aussies outlay hit the billion-dollar mark: 40 per cent higher than the US per capita.  More than $350 million-worth was spent on wrinkle reduction procedures in the same year.

The increasing popularity of cosmetics procedures in Australia is what prompted Bahar Etminan to expand her independent lifestyle brand with the launch of Ageless by Rescu.

Starting with an e-magazine, then expanding with a podcast series, YouTube channel, online information site, directory, marketplace and virtual reality application, Ageless by Rescu will be the first direct-to-consumer multimedia platform of its kind covering the world of cosmetic enhancement, rejuvenation and modern beauty for both women and men.

Building on the success of its sister platform Rescu – founded in 2005 by Bahar, a former Estée Lauder brand general manager (Bobbi Brown and Origins) and Gucci Timepieces head – the new title will serve as a portal that connects consumers with a suite of solutions and experts for their aesthetic concerns.

From skincare to injectables, the science of bio-hacking, epigenetics and rejuvenation, to surgery and everything in between, Ageless by Rescu will be the definitive portal that connects its audience with the full range of possibilities of timeless beauty.

Bahar said in “an industry plagued by somewhat exploitive and confusing messages” that  the Ageless by Rescu portal “will serve as an educational hub allowing consumers direct access to best practice experts and cutting-edge innovations in this space in Australia and globally”.

“I started Rescu in 2005 as part of my cosmetics distribution company, to connect educated, sophisticated Australian women with what really works in beauty and lifestyle,” she said.

“Ageless by Rescu is an important brand extension of our media offering to all empowered Australians who seek authoritative, trusted insight and advice when it comes to their aesthetic choices.”

Ageless by Rescu will feature a mixture of industry expert contributors and journalistic voices, including practitioner and former Vogue Australia cosmetic enhancement editor, Ricky Allen BHSc. BSc. DipPA. DipHM, and well-known lifestyle journalist Rachel Sharp BScMed. MA. (formerly InStyle, Harper’s Bazaar, Grazia and Women’s Fitness).

The podcast series, YouTube channel and social platforms are set to launch by July with the  e-magazine coming out in August.

 Stage two launches, including the online portal, directory and virtual reality app, will launch throughout 2022.