Notoriously youth-obsessed, the beauty industry is undergoing a shift in its approach as more brands scrap the term โanti-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&Gโs Kindra and Arfaโs State Of. Many of these brands have adopted โanti-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.