In contrast to the typical one-size-fits-all approach to product marketing, beauty brands are now positioning their products to better reflect specific concerns, says beauty reporter and Shine Angeles podcast host Kirby Johnson in an interview with Well+Good. Instead of just referring to “mature skin” and telling consumers that their skin “needs” anti-aging products, many brands will now specifically refer to pre- or post-menopausal skin and address those specific needs, Johnson says.
However, these targeted beauty offerings don’t happen in a vacuum: they’re part of a much larger (and rapidly growing) market. For example, both the menopause and maternity care markets are expected to do this growing by almost 6 percent annuallyaccording to Grand View Surveywhich will reach $24.4 billion and $42.3 million respectively by 2030.
Increased consumer awareness is fueling these markets in part, thanks to the shared experiences of influencers of all ages, from teens to seniors. 13-year-old TikTok creator Evelyn Unruh has gone viral this year for her hydration-focused, tween-friendly skincare routines, while the 63-year-old influencer Gym Tan has amassed half a million followers for her on TikTok and Instagram skin care tips And makeup routines made for people over fifty.
These first-person accounts can educate followers – whether they are 12 or 92 – about aging and how the beauty industry can help meet their changing needs with the right product combinations. “You can go on TikTok and see influencers of all ages discussing their concerns,” says Addison Caina beautician at the company Trends Insight Current. “Consumers now have many more touchpoints than probably ever before, as well as more products to address their specific and niche problems.”
Skin care for puberty, postmenopause and everything in between
People have different needs depending on where they (and their hormones) are in life. Maternity and postpartum beauty lines meet the hair and skin needs of a new mother going through massive hormonal shifts. Frida mom designed a pregnancy skin care set aimed at soothing and hydrating irritated skin Luna daily offers a kit of hospital bag essentials designed to support and soothe laboring and postpartum skin, including a ‘nip and lip’ balm. Evereden’s Mama & Baby Discovery Set includes gentle, fragrance-free skincare options for both new mothers and babies.
A particularly important area of growth occurred during menopause and perimenopause. Since 2020, about a dozen Menopause-focused beauty brands have launched, including Womaness and Stripes beauty. Both brands go beyond the basic anti-aging skin care of previous competitors by offering a complementary range of products to support vaginal dryness, low libido and hot flashes and brain fog this may be accompanied by menopause.
Existing brands are also tapping into menopause: skincare brands No7 and Prai Beauty now offer product lines for menopausal skin, while hair brand Charles Worthington launched this year a line of moisturizing and volumizing hair products that, according to the brandwere “developed and tested on perimenopausal and menopausal women.”
Reshaping the story
Some beauty brands also claim to change how we view life’s changing moments. Makeup brand Sarah Creal BeautyLaunching in 2024, it takes a bold approach to aging by showing that menopausal makeup can be fun, not sour. Branded lipstick names Speak for yourself line include Mansplain and Pay Equity, and the products themselves are specially formulated to target fine lines and wrinkles better and last longer.
“There’s a misconception that once you reach a certain age, beauty stops being about pleasure and becomes about solutions and solutions,” says Cain. But with these new product offerings and a changing marketing landscape, “there’s plenty of room to play,” no matter your age, she says.
Fortunately, we’re also seeing the conversation change among younger generations, who – as a result of exposure to social media – are largely more accepting and less ashamed of puberty than previous generations. Skincare brand StarscapeIn return, it has helped normalize teenage acne with colorful, star-shaped pimples, while famed TikTok brand Bubble has become a skincare safe haven for teens (and, honestly, everyone), thanks to its gentle yet effective formulas.
Products for midlife disorders are also appearing on the shelves. People in their twenties and thirties can simultaneously suffer from menstrual acne, emerging wrinkles and bags under the eyes due to lack of sleep. Esthetician Sofie Pavitt’s eponymous line is specifically designed for acne-prone adults (Johnson considers Pavitt’s line an “increased proactive line”), while the “facial yoga” app Luvly offers advice on which beauty products to use during your different menstrual cycle phases.
Meanwhile, Bliss would reposition itself as a line for “older millennials” in January 2025, according to Sara Mitznervice president of brand marketing at AS Beauty Group (whose portfolio includes Bliss). Details are not yet known, but products will reportedly address the ‘in-between’ nature of this stage of life. “Customers feel really good about buying brands when they know they’re not trying to be everything to everyone – they’re specific [made] for them,” Mitzner tells Well+Good. “There are so many brands to choose from, so you look for a brand that really suits you You.”
Of course, at the end of the day, we all have very unique needs that often go beyond basic acne and wrinkles. It’s unlikely that beauty brands will ever be able to meet all our needs and concerns, but the changing landscape holds promise – and, better yet, positivity. Where most beauty brands previously ignored or further stigmatized the inevitable stages of life (hide that pimple! Mask those fine lines!), many product lines are now choosing to embrace and celebrate change, leaving consumers everywhere feeling seen and not ashamed.
Our editorial team independently selects these products. If you make a purchase through our links, Well+Good may earn a commission.