Your habitual frowning could be making you look older, a youthful quinquagenarian has warned.
Eha Urbsalu, the 53-year-old skin care enthusiast who founded Viking Beauty Secrets, spoke exclusively to GB News about how she maintains a radiant appearance in middle age and beyond.
One of Eha’s “most effective” anti-ageing strategies is being aware of her facial expressions. Noting that some poses speed up the hands of time, she keeps her expression relatively neutral to avoid fine lines and wrinkles.
“What I’ve done is develop what I call my ‘happy resting face’. So many people, including my husband, unconsciously furrow their brows or hold tension in their faces while reading or thinking.
“That kind of stress shows up over time. I’ve trained myself to stay relaxed and calm – you can focus just as well without looking intense.”
A study published in the National Library of Medicine confirmed that “while cumulative lifetime sun exposure is well recognised as having an important role in the progression of facial wrinkling, the role of facial expression has largely been overlooked”.
Researchers found that repeated skin flexure during facial expression causes “persistent wrinkles” – no wonder they’re dubbed ‘frown lines’.
‘I believe that looking healthy, vibrant, and even 10 years younger is completely possible’
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Eha Urbsalu
The experts added: “The pattern of expression lines predicts the pattern of future persistent wrinkles. Certain intrinsic and extrinsic factors are not causative, but influence the rate of facial wrinkling.”
Managing one’s facial expressions has similar benefits to facial yoga, a skin care practice favoured by many anti-ageing enthusiasts.
For one 73-year-old, it works wonders by preventing the skin from sagging. Taking to TikTok, she shared the simple 10-second method that eliminates turkey neck.
Beyond managing her frowns, Eha takes care of her skin by making careful choices regarding cosmetics.
She explained: “I wear less makeup than I did in my 30s and choose tones that complement my skin instead of covering it.
Eha takes a holistic approach to her skin, diet, and health
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Eha Urbsalu
“I haven’t used powder in years. Instead, I mix my brand’s organic day cream with a little foundation to get a sheer, breathable glow that feels like skin.
“Skin care matters, and I believe organic products are the most respectful way to care for your face – just as important is what goes into your body.”
Eha revealed that her passion for natural skin care solutions has spanned generations. “My mother and grandmother were raised on Hiiumaa, a rugged Viking island off Estonia’s coast, nestled between Finland and Latvia.
“Life there follows nature’s rhythm. I spent summers on that land where forest meets sea, learning their ways, gathering herbs and berries by hand, listening to the seasons, and caring for my skin with what the earth provides.
“For generations, Nordic women have turned to cloud berries, rowanberries, and sea buckthorn, not just for beauty but for grounding.
“Especially after sauna, these simple rituals were a way to reconnect with the body and restore balance. That same approach shapes how I care for my skin today.”
Her skin care brand – Viking Beauty Secrets – was born out of this philosophy.
As for nutrition, the ageless beauty enjoys clean, antioxidant-rich foods “because real beauty starts from within”.
GB News has spoken to several women about how they maintain a vibrant, youthful look well into their 40s, 50s, 60s, 70s, and beyond.
One woman who is “ageing in reverse” shared the key habits she credits for ageless beauty.
Meanwhile, a 60-year-old who looks and feels younger than ever named the activity that transformed her life.