Sign up for exclusive discounts, product launches, and new stories on The Lab.
I’m not in it to make myself look 30. I’m in it to make myself feel the best that I can. If looking the best I can is a byproduct of that, that’s great too.
We went to Bozeman, Montana to talk to Wendy Euler of Goodbye Crop Top about aging, authenticity, and how she nourishes her skin with Hydrate + Restore Rich Cream. Here’s a day in her boots.
“Aging is a privilege,” Wendy often says. It’s one of her mantras.
Wendy founded Goodbye Crop Top, a blog about life and fashion, because she wasn’t hearing that story anywhere else. “I grew tired of hearing that women can’t age. I heard all the negative things that hit in our middle years (read: night sweats, weight gain, etc.) and knew there was a chasm to fill.”
It’s a story that struck a chord with us, too. The Eighteen B team – mostly women of all ages – was in a meeting to find our inaugural Eighteen B Woman. When one of us mentioned Wendy, the whole table began gushing. We pulled up a post on Wendy’s Instagram that said, “To all the young women, I’m here to tell you aging is not that bad, in fact it’s brilliant. There is nothing to be afraid of…nothing to run from. Head right on in with grace and gumption. Stay curious, keep learning, keep teaching and keep giving. Aging is a privilege.”
We all realized that no one had ever told us that before.
“I want to let women know we can still be rad and hip and amazing (from the inside out) in our forties, fifties, sixties, and beyond. Goodbye Crop Top is a message to pull up our bootstraps and remodel into the next phase of our lives.”
But first, coffee. With three kids, the blog, and a wildly popular Instagram account, Wendy’s days are filled with pick-ups, drop-offs, writing, styling, meetings, and photoshoots. She jump-starts her day with two coffees. “That’s all I have for the day and I look forward to it every morning. My husband and I are both early morning people so it’s a good time to catch up in a quiet house and connect. I love this.”
“After the kids are settled, I put on my Hydrogel and start the day. We definitely need a lot more moisture out here in Montana.”
Wendy first fell in love with Montana twenty years ago, when she came on a trip with her family. “The Madison Valley enchanted me from the start. I know a lot of people share my enthusiasm about this state, as it’s almost impossible not to. When my husband and I were married on the banks of the Madison River five years ago. I had a feeling we would be back, and here we are.” By coincidence, they moved from Seattle to Bozeman on the anniversary of their wedding.
Back in Seattle, Wendy had been spending hours in the car, in traffic, in the rain. Now, with everything she needs so close (and no traffic), she spends just minutes of each day driving. This opens up more time to do the things she loves, like running the trails in the nearby hills. “A trail run in the sun is my favorite thing to do.”
After a trail run, she often writes in a cafe or has a working lunch with her right hand woman at Goodbye Crop Top, Emilie Maslow. Wendy’s intuition was right on the chasm: after just 1.5 years, Goodbye Crop Top has amassed a following of more than 110,000 on Instagram. “Emilie’s been right by my side, doing it with me from the beginning.”
“Emilie flew in for an event after I hadn’t seen her in a month. I had been using the Rich Cream for just about a month. She looked at me and said ‘wow, what are you doing to your skin?’ And she’s not someone who throws compliments lightly. She’s very ‘tell it like it is’ and that’s why I love her. She said my skin looks so smooth and glowing.”
“For me, I’m not in it to make myself look 30. I’m in it to make myself feel the best that I can. If looking the best I can is a byproduct of that, that’s great too.”
On her blog, Wendy writes, “I think our best means observing, celebrating what we have, where we are. Fifty is not the new thirty. Fifty is fifty. Sixty is sixty. Sure, I’ll be the best fifty I can be, but by no means do I ever want to be thirty again. I’m going to treasure fifty and all its gifts. That means staying fit in my body and with my mind, eating well, taking good care of my skin, staying curious, reading, and learning from the wise. That means embracing age and the wisdom that comes with it – and that is beautiful.”
Wendy is a firm believer in taking care of her skin from the inside out. “You have to start with hydration and food and good fats, and then you have to protect and nourish the outer layer of your skin with good product.”
At the end of the day, she tries to take some time for herself. “In all honesty, I need to get better about this. If I have time, I like to take a hot bath at the end of the day.”
The Hydrate + Restore Rich Cream is an easy addition to her nighttime routine. “I’m super low maintenance. I cannot handle doing 16 things in my regime. And I won’t do it – I’ll just walk away. I just love that the Rich Cream is super, super easy.”
From there, “I’m in bed by 8pm and usually asleep no later than 9. That to me is true nourishment. I love my sleep.”
She certainly needs her rest – Wendy has big plans. “My overall goal is to help as many women as I can embrace the second half of life,” Wendy says. “I’m on a mission.”
And just to be clear, the name “Goodbye Crop Top” is meant to be funny. “You might just see me in one, one day.”
Do you have questions? Comments? Topics you want us to cover? We’d love to hear from you. Email us at email@example.com.