Today, we’re talking about something that I know so many women think about but are afraid to say out loud:
"Am I too old to start a business?"
And let me tell you right now—hell no, you’re not.
I started my skincare brand at 46, and today, at 56, I’m celebrating 10 years in business. Before that, I ran a brick-and-mortar makeup studio in Chicago and spent nearly two decades hustling as a makeup artist.
So if you’ve been sitting on the sidelines thinking, "I’d love to start a business, but I don’t even know where to start"—I got you.
This post is about why midlife is actually the best time to start a business, how to take the first step, and why your years of experience make you a powerhouse, not a liability.
Be sure to subscribe to my Substack where I’ll be breaking down all you need to know about microneedling, skincare, and growing a business on your own damn terms.
The Myth of “Too Late”
"There is no expiration date on success. The only mistake is never starting."
One of the biggest questions I get is:
"I’m 45. I’ve always wanted to start my own business, but I feel like I missed my shot."
Bullshit.
If you need proof, let’s talk about some people who didn’t give a damn about their age and built something legendary anyway:
Vera Wang started designing wedding dresses at 40
Colonel Sanders franchised KFC at 62.
Julia Child published her first cookbook at 50.
Ray Kroc built McDonald's into a global empire at 52.
And yet, you’re sitting here thinking you’re too old?
No, ma’am.
And I get it—because when I was in my 40s, I had this moment of "am I still relevant?"
I spent years doing bridal makeup—which is a young person’s business. So what happens when you start getting older in an industry that caters to younger people?
It’s easy to feel like you’re getting phased out.
But here’s the thing—your experience is your greatest asset.
How I Went from Makeup Artist to Skincare Entrepreneur
"A business is born when you recognize a problem and create a solution."
Back in 1999, I was a freelance makeup artist, working on a national commercial when an art director asked me:
"Can you come to my hotel room to do hair & makeup? I don’t want to trek through the snow."
And boom—that moment made me realize: There was no service like that.
Then in 2001, The Knot launched community message boards, and someone left a glowing review about me.
Overnight, my phone was blowing up. I had no plan, no business strategy—just raw hustle.
So I started offering on-location bridal makeup, and before I knew it, I was booked solid and running a makeup business with a team of 27 and even opening my Chicago makeup studio!
Why I Quit My Makeup Studio
By my mid-40s, I was tired.
I had built a thriving bridal makeup business, had a studio in Chicago, and trained artists. But I was burnt out from selling my time for money.
And I kept thinking—what’s next?
I’d always wanted to create a makeup and skincare line for sensitive, dehydrated, aging skin. Something that worked under makeup, didn’t irritate rosacea, and actually made skin look healthy and hydrated.
So at 46, I launched my first skincare product—Sexapeel.
It blew up because I actually understood the problem I was solving.
Next thing you know I had a full skincare line soniaroselli.com
Why 40+ Is the Best Time to Start a Business
"The 20-somethings have energy. We have strategy."
If you’re over 40 and thinking about starting a business, here’s why you’re in prime position to win:
You have decades of experience. You’ve been in the workforce, you know what works, and you understand people.
You have connections. You’ve spent years building relationships that can help you.
You’ve learned how to manage money. In your 20s, you were broke. Now, you’re wiser with finances.
You don’t have time for nonsense. You’re too old for BS, and that makes you laser-focused.
You’ve been through hard things. You don’t quit when things get tough—you adapt.
This is exactly why I don’t believe in the perfect time to start.
How to Actually Start Your Business
"Fuck around and find out. That’s the real secret."
1. Identify Your Strengths
Are you highly organized? You might excel in operations or business strategy.
Do you love helping people? A service-based business could be a great fit.
Have you worked in an industry for years? Consider consulting or coaching.
2. Choose a Business Model That Fits Your Life
E-commerce: Selling physical or digital products
Consulting or coaching: Teaching others what you know
Service-based business: Offering a skill like writing, design, or beauty services
Content creation: Building an audience through blogging, video, or social media
3. Stop Overthinking and Just Start
Start with one product or service.
Offer a beta version to a small audience.
Gather feedback and adjust based on real customer needs.
4. Get a Mentor Who’s Actually Done It
Avoid the fake gurus on social media.
Find someone who’s actually built a business with little or no money. Those people are the GOATs.
5. Prioritize Action Over Perfection
Your website doesn’t need to be perfect.
Your branding can evolve.
Your first product won’t be your final product.
Just start. Learn as you go. Adjust as needed.
Final Thoughts: Start Today, Not Someday
"If you keep waiting for the perfect moment, you will be waiting forever."
There is no deadline on success. Whether you’re 40, 50, or 60+, the best time to start a business is now.
If you’re ready to:
Build a business in midlife
Create a second career
Launch a beauty or skincare brand
Then go do it.
I Know You’ve Got Thoughts
Alright, friend, now it’s your turn. I wanna hear from YOU.
If success was guaranteed, what business would you start today?
What’s one fear that’s been holding you back from going after it?
What’s something you’ve been waiting for the perfect time to do?
And what if NOW is that time?
Drop it in the comments—I know some of you lurk but I KNOW have things to say.
And trust me, this is the space where we cuss, discuss, and a judgement free zone.
Also, if this hit home for you, send it to that one friend who keeps saying “someday” about starting their thing.
Let’s stop waiting and start doing.
We will be back for Skincare Sunday too, so stay tuned.
xo,
Sonia
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