Truth in Aging is an American website founded by Marta Wohrle in January 2008. It is published by Accord Media and features photos by A.E Fletcher Photography.
The site publishes independent reviews of anti-aging and beauty products and cosmetics by having reviewers assessing and interpreting all of their ingredients. Their stated focus is on natural, eco-friendly products that do not use harmful ingredients that act as irritants, pollutants or carcinogenics.
Truth In Aging accepts no payments for their reviews and makes full disclosure when a product has been supplied by a marketer. They review everything from anti-aging serums, anti-aging treatments, beauty and skin products, and haircare and health products and treatments. Products are for men and women and given a 30-day testing period before reviews are written, giving readers and honest, genuine, and helpful review. In June 2009, the Federal Trade Commission stated that it will issue new guidelines allowing it to prosecute bloggers who fail to reveal when a product they recommend has been given to them for free by a marketer.
Truth in Aging promotes products that they review as "Reviewed and Recommended" and if they are strongly endorsed by the reviewers from the Truth In Aging community, the product is sold in the Truth In Aging online store. In this way, the community is curating its own commerce experience. Truth In Aging also makes a selection of its own products under the Truth Vitality brand. These include the True Volume hair products featuring copper peptides and the FDA-cleared Lux Renew anti-aging device with ultrasound and LED light.
Truth In Aging's founder, Marta Wohrle, was named one of WE Magazine's "101 Women Bloggers to Watch in 2008" for her work on the site.
In 2008, Wohrle told the Gilbane Report that, "An important new role for editors is to provide context for the reader to help them explore topics further and to provide links to other varied yet reputable sources to provide the reader with a balanced view on their area of interest." Prior to founding Truth In Aging, Marta Wohrle was SVP of Digital Media at Hachette Filipacchi Media U.S. where she was named one of Ad Age's "Women to Watch" in 2007.