The Confident Generation: Makeup for Vibrant Aging

Trends Agency

Photo by Sarah Creal Beauty

By Cosmetics Inspiration & Creation

Gen X and Boomers are redefining beauty standards, stepping out of the shadows as essential players in the makeup landscape. With mature consumers now representing 30% of the U.S. market1, their focus on vitality, health, and timeless beauty drives a growing demand for products that reflect their energy and enhance their unique needs.

1/ Redefining Age: The New Era of Mature Representation

Mature women are stepping into the spotlight, with media and fashion increasingly showcasing their presence and power. From catwalks to campaigns, age inclusivity is gaining momentum as more models proudly sport their silver hair and confidently embrace age. At NYFW SS25, designers like Ralph Lauren and Son Jung Wan celebrated the beauty of experience and wisdom by featuring mature models on the runway. Similarly, the 2024 Victoria’s Secret Fashion Show brought back icons such as Carla Bruni-Sarkozy (56) and Kate Moss (50), proving that age is no barrier to allure or influence.

The portrayal of older women is also shifting in film and television. Romantic narratives spotlight women over 50 in leading roles, as seen in A Family Affairwith Nicole Kidman (57) and Lonely Planet with Laura Dern (57). Reality TV, like The Golden Bachelorette, explores the romantic lives of older women, offering the beauty and fashion industries a chance to align with this changing narrative.

2/ Power-Aging: Empowered and Influential

As Gen X and Boomer influencers gain traction, brands recognize the opportunity to engage this overlooked generation with authentic, empowering narratives. On platforms like TikTok, hashtags such as #beautyover50 and #genxmakeup are booming, and influencers like Grece Ghanem(1.8M Instagram followers2) and @grayhairandtattoos(1.1M TikTok followers3) connect with audiences of all ages through their authenticity and confidence.

Brands like Jones Road Beautyare responding to this demand with innovative offerings tailored for mature consumers. Its versatile Miracle Balm, with one sold every 30 seconds, highlights the growing appetite for products that address the needs of aging skin. Newer players like Sarah Creal Beauty, launched in June 2024, focus on high-performance solutions with hydrating lipsticks and concealers featuring advanced skincare ingredients.

3/ Longevity Formulas: Makeup for Well-Aging

The fusion of makeup and skincare is gaining momentum as brands prioritize hybrid formulations that enhance appearance and skin health. Westman Atelier’s Vital Skincare Concealer combines peptides with hyaluronic acid to deliver precise coverage while addressing fine lines and hydration. Similarly, Victoria Beckham x Augustinus Bader’s Concealer Pen uses clinically proven TFC8® technology to improve skin texture, reducing puffiness and hyperpigmentation.

Doctor-led brands are also making an impact. Peter Thomas Roth’s Instant FIRMx® Collagen Bounce Sticks blend makeup and treatment with a 10% Collagen Complex, offering a multi-functional solution for plumping, firming, and brightening. These innovative products reflect a growing demand for performance-driven formulations that deliver long-term benefits.

The Cosmetics IC Take

As makeup increasingly aligns with mature consumers, brands have an opportunity to connect with this demographic by creating inclusive, science-backed, and aspirational products. By embracing well-aging and celebrating timeless beauty, the industry can empower a confident generation eager to express their vitality and individuality.

Discover more at the CIC Inspiration Bar (booth K49), where the team will guide you through the latest innovations shaping the future of beauty.

About Cosmetics Inspiration & Creation

Cosmetics Inspiration & Creation is an international trend forecasting and consulting agency founded in Paris in 2007. The agency is dedicated to driving beauty and wellness innovation, helping brands identify new pathways and realize long-term growth through strategic foresight and trend inspiration. The agency delivers in-depth trend reports covering the global beauty markets, decoding the latest inspirations and market data, and deciphering the latest product releases to feed your brand’s innovation process. We convert insights and inspiration into bespoke leverages, tailored to specific goals and ambitions. In a consultancy capacity, our global team of industry experts, cultural strategists, product developers and beauty chemists work closely with brands to inspire new product directions and build innovative concepts. We have worked alongside the R&D departments of some of the world’s leading makeup and skincare brands, to elevate their scientific message and inspire future-proofed innovation.

Contact us

For more information, email the team at contact@inspiration-creation.com or visit the website at www.inspiration-creation.com

Sources: 1. McKinsey & Company - State of the Consumer 2024: What’s now and what’s next - June 10, 2024

2. Cosmetics IC Manual Count on Instagram - December 2024

3. Cosmetics IC Manual Count on TikTok - December 2024

The Confident Generation: Makeup for Vibrant Aging

2025 February, 12 & 13