SK-II’s #INeverExpire Campaign Challenges the 30-Year Timeline


Elaine Welteroth, Aimee Song, Sophia Amoruso and Lauren Abedini discuss timeline expectations and the “pressure of perfection” placed on women in their twenties.

13 Going on 30‘s Jenna Rink was probably wishing for a life like journalist and former Teen Vogue editor-in-chief, Elaine Welteroth, fashion and interior design blogger, Aimee Song, Nasty Gal founder and owner, Sophia Amoruso or LA-based DJ, Lauren “Kittens” Abedini, when she chanted the phrase ‘thirty, flirty, and thriving.’

Jenna was definitely on to something by forgoing her twenties altogether. Not only did she wake up with her dream job, a decent looking boyfriend (plus a married side piece), and a fabulous Manhattan apartment, she also avoided the immense pressure placed on women in their twenties to achieve the same.

When a woman enters her twenties, the race against her biological clock and the expectation to start a family can lead her to shape her life according to a timeline that demands success in life and love by thirty.

As a part of the beauty brand, SK-II’s #INeverExpire campaign, Welteroth, Song, Amoruso, and Abedini sat together to discuss how they challenge this “unwritten timeline” and age-related pressures enforced by society.

Accomplished in their careers, the four prompt you to relinquish the notion that you must have it all figured out before hitting thirty.

As Amoruso says, “What people don’t realize is that even in your thirties, we’re still just getting started.”