Notoriously youth-obsessed, the beauty industry is undergoing a shift in its approach as more brands scrap the term โ€œanti-agingโ€ in their marketing. A wave of new beauty startups for menopausal women have also popped up, such as LaMaria, Caire, Better Not Younger, P&Gโ€™s Kindra and Arfaโ€™s State Of. Many of these brands have adopted โ€œanti-anti-agingโ€ messaging.

When it comes to brandsโ€™ 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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