Why do some 40-year-old women look a decade younger, while others look visibly exhausted?

Let’s recall what forty-year-old women looked like a few decades ago. Now, let’s look at forty-year-olds today - energetic, athletic, stylish, and often looking at least a decade younger. Yet, not everyone manages to pause time in the same way: while some radiate youthfulness, others find their true age betrayed by dull skin, fatigue, and accelerated signs of aging.

Why is this the case? Žaneta Fomova - founder of Tour de Med, CEO of JCDecaux Lithuania, psychotherapist, and longevity advocate - shared her insights in a press interview.

Beauty is the Result of Energy, Not Cosmetics

– Žaneta, today many forty-year-old women look younger than previous generations. Is this just the result of good cosmetics, or is something else happening?

– It is not just about using good cosmetics. The very concept of a woman’s life is changing. The generation of our mothers and grandmothers was taught that a woman’s main goal was to start a family and raise children. Since life expectancy back then was significantly shorter, a forty-year-old woman who had successfully raised her children had, in the eyes of society, already fulfilled her life's purpose. When purpose disappears, the sparkle in the eyes -- which is so closely associated with youth - goes away too.

Today, a forty-year-old woman sees herself in a much broader light. She builds businesses, climbs the career ladder, travels, and, as statistics show, consciously plans children later in life - often only after turning thirty. A woman understands that life doesn't end with family or a certain age; on the contrary, for many, it marks the beginning of a new chapter. Wanting to have more high-quality years and the energy to achieve her goals, she begins to focus not only on her appearance but also on her inner well-being. She understands that outward radiance is impossible without emotional balance, which is why she takes better care of her mental health, rest, nutrition, and life rhythm. Beauty is no longer the result of cosmetics, but a byproduct of emotional and physical health.

Ultimately, women’s financial independence has also become a crucial factor. Today, a woman can make her own decisions and invest in her health, rest, procedures, or a quality lifestyle. When she no longer lives in a constant state of stress or victimhood and can consciously care for herself, it quickly reflects in her appearance. All these factors combined mean that the biological age of a happy, glowing woman can be 10 to 15 years younger than what her passport says.

Why Creams Are No Longer Enough

– Many women associate youth with cosmetics and aesthetic procedures. You chose a different path - nurturing longevity from within. Why?

– It is a very simple truth: outer beauty is temporary if it isn't supported by inner health. Although spas and high-quality cosmetics provide an aesthetic effect, it is estimated that skincare products only account for about 10–20% of a youthful appearance. Everyday habits have a much greater impact on long-term results: sleep, nutrition, physical activity, stress management, avoiding harmful habits, and sun protection. Therefore, you could say that up to 70% of how our skin looks in the long run and how our well-being reflects on the outside depends on our lifestyle.

Realizing this, I let go of the illusion of cosmetic miracles and started nurturing my youth through longevity and preventative health practices. I get regular blood tests, monitor my body's indicators, visit doctors, and research what my body needs at each specific stage of life. If I feel stressed, I see a psychotherapist, practice yoga and meditation, or treat myself to relaxing body treatments. I also pay close attention to my diet, avoiding foods that trigger inflammatory processes, and practice intermittent fasting. I try to go to bed before 10 PM because that is when I get the best rest. And I dedicate at least 40 minutes a day to physical activity. Additionally, I incorporate wellness treatments into my routine that accelerate body regeneration and restore the inner resources of youth.

An Idea Born from Personal Exploration

– How did your own search for beauty and wellness begin? Where did it lead you?

– It started very naturally. After crossing the 40-year milestone, I realized that I didn't just want to look good anymore - I wanted to have more energy, recover faster from stress, stay vibrant longer, and feel good in my own body. So, I started looking for medical centers, wellness travels, and longevity experts who wouldn't just perform a procedure at my request, but would help me understand what my body truly needed to recover. And that's when I ran into a problem: the system is highly fragmented. There are plenty of clinics and thousands of procedures, but it is very difficult for an ordinary person to understand what they actually need or what genuinely works for them.

I noticed that specialists often recommend whatever is new, popular, or standard practice at their particular clinic. However, this doesn't always align with what my body actually needs. I lacked clear guidance - a person or a system that could evaluate my condition, lifestyle, and goals, and help put together a consistent plan. As an executive, efficiency is also very important to me. I don’t have the time to chaotically search for clinics, compare programs, and coordinate doctors, procedures, and trips myself. I needed high-quality medical and wellness curation. Since I couldn't find such a service, I realized I had to create it myself. That is how Tour de Med was born - out of a deeply personal need. I wanted to create a service for people who value their time and quality, and want an easier way to select the wellness programs or travels that truly fit their well-being, needs, and goals.

Today, Tour de Med helps people navigate the vast sea of beauty, wellness, and regenerative medicine options. It selects clinics, programs, and procedures tailored to individual needs, helping clients not only look younger but also recover faster, strengthen their bodies, and sustain their energy for longer.

How to "Reboot" the System in a Week

– One of the places you discovered is Villa Eden in Italy. How does the wellness program offered there differ from a standard spa holiday?

– At a regular spa, you usually get rest, a massage, and a beautiful environment. That is pleasant, but it doesn't necessarily change the state of your body or your lifestyle habits. In places like Villa Eden, everything starts with an individual assessment - doctors look at your health, lifestyle, skin condition, body composition, and blood tests, and only then put a program together.

At the Villa Eden wellness center, I initially planned to try an anti-stress program because I felt burned out after an intense period. However, after the doctor evaluated my condition, the program was changed to a detox program, because at that moment my body needed to recover from an illness and a course of antibiotics. To me, this was the ultimate proof of quality - no one was selling me something just because it was already planned or more convenient for the clinic. In a very short time, the program was updated based on what my body actually needed. My day would start early in the morning with an intense hike along mountain trails with a trainer. This was followed by stretching exercises, an anti-inflammatory diet tailored by the doctor, and treatments including lymphatic drainage massages, body wraps, and machine-based therapies. Finally, there was time for rest and yoga. It wasn’t just a nice week at a sanatorium. It was a highly structured program through which my body achieved a visible recovery.

Before arriving, I felt exhausted and thought that one week would definitely not be enough. However, after a week, I felt as if my entire internal system had rebooted. I brought back not just a greater sense of well-being, but new habits as well: more mindful eating, smaller portions, giving up snacking, morning movement, more self-care, and a clearer sleep schedule.

Practical Advice for a Woman Who Wants to Look Younger

– What would you advise a woman who looks at herself in the mirror, feels exhausted, and realizes that cosmetics alone are no longer enough? Where should she start?

– First of all, I would suggest starting with a self-audit. Not with a new cream or a new procedure, but with an honest question: How am I living? How much do I sleep? What do I eat? How much do I move? What thoughts do I carry around every day? Does my body have a chance to recover?

Perhaps she sleeps only five hours a night. Perhaps she eats too late. Perhaps she lives in tension all day long. Perhaps she doesn't move enough. Or maybe she has taken on so many responsibilities that there is simply no room left in her life for herself.

It is precisely these answers that clearly show where the body is experiencing the heaviest load and what it lacks the most. Then, it becomes clearer where to start and which areas to focus on first. In my opinion, maintaining a youthful appearance and good well-being relies on four main pillars:

Sleep. It is important to go to bed at a similar time, avoid heavy food in the evening, step away from screens, and create a calming evening routine. Personally, I try to fall asleep by 10 PM because that is when the deepest sleep occurs, during which the body flushes out toxins and regenerates tissues. Quality rest very quickly reflects in both how you feel and how your face looks.

Physical Activity. This doesn't necessarily mean grueling workouts at the gym; the most important thing is that the body moves regularly. Walks might work for one woman, while yoga, dancing, tennis, stretching, or a brisker morning walk might suit another. Even 30–40 minutes of active movement a day can change a lot: it improves blood circulation, lymphatic flow, posture, and energy, while reducing tension in the body. When the body moves, the face looks more alive too.

Nutrition. Choose quality food that is higher in protein and fiber, lower in sugar, less highly processed, and contains fewer ingredients that promote inflammatory processes. I monitor what suits my body and limit what makes me feel sluggish. I also practice intermittent fasting - not for the trend, but to give my body time to rest, cleanse, and recover.

Long-Term Stress Management. It is impossible to avoid stress in life - we all have responsibilities, jobs, decisions, and unexpected situations. Short-term stress can even be beneficial, as it helps us focus, react faster, and take action. However, when tension becomes a constant state, it begins to deplete the body, and this very quickly shows in one's appearance. Therefore, it is important to have ways to calm the nervous system - this could be psychotherapy, meditation, breathing practices, yoga, or mindful work with your thoughts. Cognitive behavioral therapy helps me immensely because it allows me to see where I am pushing myself too hard, where I am acting out of obligation rather than inner peace, and where I forget to take care of myself.

When a clearer routine emerges - better sleep, movement, more mindful nutrition, and a calmer nervous system - the body begins to respond and recover much faster. At that point, you can introduce additional support into your regimen: purposefully selected procedures that help stimulate regeneration, quickly restore energy, and sustain the changes a woman has already begun making in her daily life.