Why brands are rethinking age and inclusivity in beauty

This article was compiled with the help of generative AI based on data and analysis that is original to EMARKETER.

The beauty industry is shifting its approach to aging consumers, moving beyond traditional anti-aging messaging to embrace more inclusive, health-focused approaches.

"Ageism is the only 'ism' that every person can experience. Aging is a universal experience," said Jacynth Bassett, founder and CEO of Ageism Is Never In Style, on a recent "Behind the Numbers" podcast.

• The longevity sector, which focuses on extending human life, is projected to be worth at least $600 billion this year, according to a 2019 estimate by Bank of America analysts.
• Consumer preferences are also evolving, with 72% of women over 45 prioritizing looking "healthy" over "young,” according to data from Avon.
• By 2030, 1.4 billion people worldwide will be over 60, per the World Health Organization, presenting a massive commercial opportunity.

"Older consumers aren't a new consumer, it's just that their interests and demands are changing," Bassett said. "They're being called the super consumers for a reason—our populations are aging, and the wealth is shifting with them."

From anti-aging to "pro-age" messaging

Beauty brands are transitioning from traditional anti-aging language to more positive "pro-age" messaging.

"Pro-age is about having a positive attitude to getting older and being the best version of yourself today, rather than denying the existence of aging," said Bassett.

This shift aligns with industry trends toward wellness and health.

• However, brands remain cautious about alienating younger consumers.
• "We have such a youth-centric society," Bassett notes, but research suggests an intergenerational, age-inclusive approach can inspire younger consumers by providing aspirational role models.

Inclusivity as a growth strategy

Unlike other diversity initiatives that have faced backlash, age inclusivity has largely been insulated from controversy.

"Ageism has actually not been included in the DE&I conversation," says Bassett, which has paradoxically protected it from corporate rollbacks.

But for beauty brands, embracing age diversity isn’t just ethical—it’s commercially essential.

"The great growth opportunity for the beauty industry lies in offering a broader range of products that can serve more beauty consumer needs," said our analyst Sky Canaves. "There's been a focus on underserved groups as well as some emerging demographic groups like men, Gen Alpha girls, and teen boys."

Influencers are driving the conversation

Beauty brands are using social media and influencer marketing to reach older consumers while staying relevant to younger audiences.

• Jones Road Beauty, founded by Bobbi Brown, has built an authentic presence across age demographics on TikTok.
• “Bobbi Brown got on TikTok and she spoke to people in a very authentic, real way,” said Canaves. “They can see her, they can see her products, they can relate to her. And it’s not just the consumer who’s in her demographic, but it’s the younger consumer as well.”

Older influencers are also playing a major role in how brands are showing up across social media.

"These content creators, these influencers make a difference, and they're actually driving the conversation and driving this social movement as much as the commercial one," Bassett said. "Brands are having to sit up and listen."

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