47-year-old beauty journalist Erica Pells is over the 'pro-ageing' articles she is exclusively asked to write (apart from the punny headlines that no one appreciates). Frankly, she's over most things; getting older, heavy contouring and boring old Wiltshire.
So when her former editor gives her the opportunity to try a revolutionary hi-tech beauty treatment called WULT (Woke Up Like This), that promises to make you look 20 years younger, she jumps at the chance. What has she got to lose, anyway?
But how does a Gen X woman who grew up with Bridget Jones survive when she looks like fresh-faced Gen Z?
TURN BACK TIME tells the hilarious story of a middle-aged woman who goes back to find her youth, and discovers it wasn't where she left it at all.
Eleanor Tucker writes across genres, from narrative non-fiction to commercial fiction and screenwriting. A former advertising creative in award-winning agencies, she went on to become a features writer for national titles including The Guardian, The Observer, Marie Claire and Psychologies, covering beauty, sustainability, tech, parenting and society. Her first book, Thanks for Sharing blends memoir and reportage as she explores the sharing economy with curiosity and humour. Her debut novel, Turn Back Time, explores beauty standards in middle age and what happens when a woman is suddenly handed the chance to rewrite how she sees herself. Originally from Oxford, Eleanor studied at the University of Edinburgh and now lives in Edinburgh with her husband and two teenage children. She also speaks, and hosts author events.
Erica Pells is a beauty journalist who is given the chance to try a revolutionary new beauty treatment that promises to make her look twenty years younger. WULT (woke up like this) is described as a way to reset the aging process. Having spent the last few years using every beauty product under the sun, writing about them (with some great puns!), and increasingly despairing about her own aging face and body, she decides to go for it. Within a few weeks, she looks like she is in her mid-twenties, friends and family don’t recognise her, people are treating her differently and she is delighted by how she looks and feels. Of course, she still has the mind of a woman in her mid-forties so where does she fit in?
I’ve seen some other early readers saying they found Erica to be quite annoying, particularly in the first part of the book before she tried the WULT treatment. I didn’t find her annoying: I felt rather sorry for her. She felt under such pressure to look good and avoid the signs of aging. Given she was a beauty journalist, I suppose she felt under more pressure than most. I think this pressure, particularly in our social media age, is something that many women will find very relatable. One thing I found so interesting was how she realised that when she was younger, she should have appreciated her youth, vitality and energy more. It really is ‘the biggest irony of youth that we don’t realise how beautiful we are’.
There are some brilliant side characters in this book. I particularly liked Erica’s friends Josie and Nandy who brought a lot of humour to the story. Her family were quite fun too even though they drove her mad. There is a love interest of course but is there a happy ending? Well, you’ll need to read it to find out. What is important in this book isn’t Erica finding fulfilment in a relationship but finding fulfilment with life and recognising what is important: finding herself if you will.
Would I try the WULT treatment if it was actually available? No thank you! I may not always like what I see in the mirror but growing older isn’t a given: it’s a privilege. What we should be doing is learning to accept ourselves at whatever age we are and embracing all the experiences which have made us the people we are. Sadly, I think it will be some time before the double standards women face are a thing of the past.
Turn Back Time may be a book which highlights a lot of the pressures faced by women today, and it will certainly make you think, but it is also really good fun to read! For all Erica’s insecurities, lack of self-confidence and struggles to figure out what she wants in life, I found her very relatable and rather endearing. This is a fresh, funny and sharply observant book which I am happy to recommend.
(PS – I’m very disappointed that I didn’t spot any of the Thomas Hardy ‘Easter eggs’ in the book. I didn’t know about them till after I’d finished the book. I’ll need to read it again!)
Blurb: What if getting younger doesn’t actually mean starting over?
At 47, Erica Pells knows all the rules about aging gracefully. She’s written about them for years. She just doesn’t feel like following them anymore.
So when she’s offered a treatment that can make her look twenty years younger, she goes for it. New face, new energy, new possibilities… right?
But being “younger” isn’t as simple as it sounds. As Erica steps into this new version of herself, she starts to wonder what she actually wants to hold on to, and what she’s been trying to leave behind.
Review: Thank you to NetGalley for the e-ARC in exchange for an honest review.
I want young me back. I want another chance. And maybe this is it.
Turn Back Time was such a fun and surprisingly thoughtful read. One of the first things I noticed, and immediately appreciated, was the use of chapter titles. It’s such a small detail, but one I feel like we don’t see as much anymore, and it added a bit of charm and personality to the reading experience.
What really carried the book for me was the humor. It was effortlessly funny in a way that didn’t feel forced. I found myself chuckling at random moments, which made the whole experience feel light even when the themes started to dig a little deeper. The pop culture references also worked well for me. They were present, but not overwhelming, and felt naturally woven into the story rather than thrown in just to feel current. I know this can be a hit or miss for some readers, but here it felt balanced.
At its core, the story follows Erica as she grapples with aging, identity, and the pressure to hold on to youth. On the surface, her internal conflict might seem shallow. It revolves around appearance, perception, and how she measures herself against others. And yes, I can see why some readers might feel that way. But at the same time, it felt very real. Social media and societal expectations have such a strong influence on how women view themselves. You can repeat all the affirmations you want, but when insecurity is rooted in years of comparison or past experiences, it’s not something that disappears overnight. In that sense, Erica’s struggles felt believable, even if they weren’t always easy to empathize with.
The story itself is a little chaotic at times, but in a way that fits the tone. It leans into that messy, figuring-it-out energy that comes with trying to rediscover yourself. Beneath the humor and lightness, there’s a quiet message about how the best parts of who we are were never tied to age in the first place.
Overall, this was a strong debut from Eleanor Tucker. Sharp, funny, and reflective, Turn Back Time offers an entertaining look at self-worth, growth, and the complicated relationship we have with time.
When Erica Pells, a middle-aged beauty writer, is given the chance to look and feel 20 years younger she jumps at the chance. There is miraculous procedure that has not yet been launched to the market but they need a guinea pig to try out the treatment and Erica is just the woman for the job. But is this too good to be true? I know I've been there, looking in the mirror and wondering how it would feel to look younger.
I found this to be witty and satirical look at how we are influenced by the images that are thrown in our faces and the marketing of the beauty industry. Brainwashing us to the need to look younger, fresher, less jowly, no wrinkles. I found myself laughing a lot.
But there was also an emotional and sadness about the story. Erica was a little bit annoying at first. She was utterly obsessed with h0w she looked. The self criticism was relentless at times and I felt myself wanting to give Erica a good pep talk. But I could relate to her, maybe not to the extreme way our main character felt but on some level I have felt the same way.
The story takes us through Erica's monologues about her self loathing, through to her treatment, and the aftermath. Some times I wasn't really sure where we were headed, but I did enjoy following her journey. The cast of supporting characters really helped to bring lightness and added humour to the story. I loved Erica's friend Nandy. Erica's friends and family injected some much needed joy and happiness into the storyline.
The book really explored how we feel about ourselves and how we are influenced by outsiders who we don't know personally, who have never met us. Ultimately though it shines a light on the value of true friendship, family, self love and having the confidence to look in the mirror wrinkles and all and embrace who you are as a person.
There was definitely a positive message in all of this to enjoy life and realise the people around you are more important than outsiders
Thanks so much to Hera Books, via NetGalley, for the ARC.
Turn Back Time serves as a sharp, witty dissection of the "anti-ageing" industrial complex through the eyes of Erica Pells.
Stereotypes & The Double Standard The novel highlights the "invisibility" of middle-aged women. At 47, Erica feels relegated to a specific box: "pro-ageing" columns and sensible Wiltshire life. When she undergoes the WULT treatment, she experiences the jarring double standard of the "Male Gaze." As a Gen Z lookalike, she is suddenly "seen" and granted social currency, yet she feels like an interloper in her own skin.
The phrase "youth wasn't where she left it" is the heart of the book’s emotional arc. Erica discovers that while she regained the aesthetic of a 27-year-old, she couldn't reclaim the context. The world has moved on; she is a Gen Xer with Bridget Jones sensibilities trapped in a face meant for TikTok trends. It suggests that youth is not a physical destination you can return to, but a fleeting state of mind defined by the era in which it happened.
The Beauty & Skincare Industry As a beauty journalist, Erica provides a "behind-the-curtain" look at the industry’s mechanics:
What they get right: The novel acknowledges the genuine desire for self-care and the confidence boost that "looking your best" can provide. It captures the innovation and the undeniable allure of "miracle" technology like WULT.
What they get wrong: Tucker satirizes the performative nature of "pro-ageing." The industry claims to celebrate getting older while simultaneously selling products to hide every sign of it. The novel exposes the irony of marketing: framing youth as a moral achievement rather than a biological phase. WULT represents the ultimate industry "wrong"—the idea that erasing time is the only way to be happy, when in reality, it only creates a disconnect between one's history and their reflection.
Ultimately, Erica’s journey suggests that the industry’s biggest lie is that we can (or should) "turn back time," when the real "glow-up" is the wisdom and self-acceptance that only comes with the years we try so hard to hide.
Turn Back Time by Eleanor Tucker is a satirical comedy about Erica Pells, a 47 year old beauty journalist who is given an exclusive opportunity to rediscover her youth, through a revolutionary hi-tech beauty treatment. Which as the title of the book suggests, can turn back time.
Erica has spent her career looking for the ultimate anti-aging product and is very unhappy with her life as she enters middle age. The only thing that brings her joy are creating punny headlines for her articles and cheese!
Jumping at the chance to look 20 years younger, Erica has the procedure without even thinking about the consequences. What follows is an amusing and thought provoking story, about what it means to age in a world full of unrealistic beauty standards.
I really enjoyed this book, I thought that the premise was clever and well thought out. I appreciated Erica’s many flaws and it was refreshing to read a character that at times wasn’t always likeable, it made her more relatable. I felt like it was a glimpse into how Erica saw herself, when clearly she was loved by her friends and family. This was very much a story of a woman learning to love herself and seeing what those who loved her saw.
Thank-you Netgalley and Hera books for the opportunity to read this ARC.
First off can I just say thanks (I think!) as I’ve had Cher in my head for days now!
In her 40s, beauty journalist Erica has tried almost every product out there in a bid to turn back the clock. So when she is offered the chance of testing a cutting edge but experimental treatment to make her look 20 years younger Erica grabs the opportunity.
This was an entertaining read as we watch Erica navigate life as a 47 yo in her twenties. It’s certainly not everything she thought it would be! I did find Erica quite unlikeable initially as she is so shallow and image obsessed that I wanted to give her a good shake! I definitely liked her better by the end as she comes to grips with the downside of the quest for youth and reevaluates what’s important in her life.
This is a fun and funny read with a serious underlying message about the beauty industry, the pressures it puts us under and the impact it has on the way we see ourselves. Ultimately though a positive story about accepting ourselves, flaws, wrinkles and all.
How about you? How much of a risk would you take to look 20 years younger?
Erica Pells is a beauty reviewer of a certain age who is endlessly searching for the product that gives her the youthful appearance she covers. When the opportunity prevents itself, Erica snatches at it without any real consideration for the effects....
I'm quite mixed about this book; Erica isn't a massively likeable character (a little more like ale towards the end!) and it felt a bit to much like the story is trying to be funny. It felt jerky and try hard and I didn't enjoy that until just over two thirds of the way where it becomes clear why Erica is written in such a way. By that point, I didn't really care for Erica and the moral message of the story felt a little odd the mark for that very point.
There are entertaining parts of the book and elements of escapism but it just fell short of the mark of for me.
I absolutely loved this book. So original, thought-provoking, intriguing, and bl00dy hilarious! It's as though Eleanor Tucker conjured up all my funny thoughts before I'd had a chance to think them!
Such an interesting concept that I couldn’t – and can’t – stop thinking about, and so topical given the relentless pressure on women to look a certain way (aka young and pretty!)
As well as being wonderfully witty, there’s also a lot that resonates and moments of poignancy, which really touched me. A true sign of brilliant writing when you go through all the emotions in one sitting!
I think the term page-turner was created for this book. I couldn’t put it down and absolutely loved following Erica (and her brilliant puns!) come to terms with what she thought she wanted being perhaps not what she actually needed.
A fantastic debut novel. Already looking forward to the next!
The beginning of this book was difficult for me. It focused heavily on the main character complaining about aging and her appearance, and it came off more as whining than reflection. I did enjoy the random Paul Rudd references, which were fun and unexpected, and the overall premise really reminded me of the show Younger.
After the procedure worked, I found the main character hard to like again because she became very condescending toward Nandy and overly critical. However, I did appreciate that she eventually showed some real character development toward the end, which made her feel more self-aware and grounded. While the execution was uneven at times, the concept was interesting enough to keep me engaged, and the ending left me with a more positive impression than I expected.
Loved, loved, loved this book! When Erica Pells, an ageing beauty journalist haunted by youth, is given the opportunity to look 20 years younger, she jumps at the chance. But, as she regains what time takes from us all, she ends up losing more than just her wrinkles. Bridget Jones meets The Substance, I couldn’t put this book down. Riotously funny and life-affirming, it definitely changed my perspective on growing old. Dare I say, perhaps it’s time to put those injectables down and embrace those jowls?!
I absolutely adored this book. As a woman in 'midlife', it is so timely and true to how we sometimes start to feel as we age. The main characters are very well developed, and each has their own distinct voice. It doesn't hurt that it's also hilariously funny. I laughed out loud on several occasions, and it doesn't sugarcoat anything. The cynical take on the world of influencers is also incredibly on-point. Highly recommended and genuinely one of the best books I've read in a long time. Eleanor is definitely one to watch.
In this satire of the beauty industry, Erica, a middle-aged beauty writer longs to look young again, but after a miraculous procedure, she finds being 20-something again isn't all it's cracked up to be.
The first part of this was admittedly a bit difficult to read because I wasn't sure where the plot was heading. Erica truly seemed to hate everything about herself--her whiskered double chin, her batwings, gray hair, her waggly thighs. I mean, it's true that it can be a bit shocking to look in the mirror and see not the you you thought you knew, rather an older, more haggard looking version. But, goodness, the self-criticism was relentless!
Thankfully, after her transformation she comes to realize that a Gen Z life just isn't for her and longs to be her old self again (literally and metaphorically) with all the wrinkles and lines and saggy bits and wisdom and good friends that come with age. Phew!
A funny book that will leave you feeling good about where you are in life! Thanks so much to Hera Books, via NetGalley, for the ARC!