Notoriously youth-obsessed, the beauty industry is undergoing a shift in its approach as more brands scrap the term “anti-aging” in their marketing. A wave of new beauty startups for menopausal women have also popped up, such as LaMaria, Caire, Better Not Younger, P&G’s Kindra and Arfa’s State Of. Many of these brands have adopted “anti-anti-aging” messaging.

When it comes to brands’ influencer content, consumers have been excited to see representation in their age group. Other influencers have built massive audiences creating content specifically for the underrepresented over-50 demographic. 

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