I am French, I have lived in the UK since 2010, and I am 52 years old. I married my British wife in 2003 and we have four children together.

Britain is not just where I live—it is home. I am not writing about life after 50 from the outside looking in; I am living it, the same as you.

Why I built this — and why it matters to me personally

For over a decade, I have been a voice in the global men’s grooming industry. In 2013, I founded an independent men’s lifestyle platform that grew into a widely read resource with a significant following in the United States. My work has been recognized here in the UK by Vuelio, one of the country's most respected PR industry authorities, who listed me in their Top 20 Fashion Blogs.

Over the last 13 years, I have personally tested more than 1,000 products across skincare, grooming, fragrance, and technology.

But as I turned 50, I realized something was missing.

If you are over 50 and you have ever picked up a men's magazine or scrolled through a grooming website, you will have noticed that the man being spoken to is not you. He is 25, he has perfect skin, and he has never had to figure out which moisturiser actually works for skin that has changed since he was forty.

By Jerome exists because you have been invisible to the internet for too long. I decided to move away from general lifestyle content to create a dedicated space specifically for the British man over 50.

The Expertise Behind the Advice

I don’t guess, and I don't follow trends. Everything I write is backed by two distinct professional careers:

• The Science of Skin: Before I became a full-time reviewer, I spent years working as a Healthcare Assistant in pharmacy. That experience gave me a professional understanding of how ingredients actually work. I know how to cut through the marketing claims that cost men money without delivering results.

• The Logic of Sound: Before my time in pharmacy, I spent 20 years in the entertainment industry on the audio technology side. When I review headphones or speakers, I am applying two decades of trained professional judgment.

A Lesson from the Pharmacy Counter

During my years in pharmacy, I noticed something that stayed with me. Many of the men who came in—men in their fifties, sixties, and seventies—weren’t just there for prescriptions. They wanted to talk.

Many were suddenly responsible for running a household alone or caring for a partner with a serious illness. They were taking care of their own appearance and well-being in ways they had never had to think about before. They weren’t vain; they were men doing their best in a chapter of life nobody had prepared them for.

They were looking for honest, practical advice from someone they could trust. You are not invisible here.

My Promise to You

Every product featured on this site has been personally used by me. I photograph my own products. I write from my own experience.

• I will tell you when something is not worth your money. I will tell you when a cheaper high-street option outperforms a luxury one. I will always disclose clearly if a link is an affiliate or if a product was gifted.

If you ever want to reach me directly—whether you have a question, want advice, or simply want to share your own story—I read every message personally.

Jerome

Founder, By Jerome The home of men over 50

Featured in the Vuelio Top 20 Fashion Blogs. Brand partnerships include White Stuff, The Body Shop UK, Brickell, Blu Atlas, Horace, Duke Cannon, Edifier, 1More and more. Find me on YouTube at Lifestyle With Jerome.