For women over 40, the skincare aisle has undergone a remarkable transformation. Gone is the doom-and-gloom messaging that once screamed, “Get rid of those wrinkles!” This traditional approach framed aging as a battle, with wrinkles, fine lines, and loose skin as villains to be defeated. Advertisements were filled with lofty promises of eternal youth, spotlighting serums and creams that claimed to turn back the clock. The message was clear: youthful skin was the ultimate goal, and signs of aging were flaws that needed to be corrected.
However, the new mindset sees aging as a natural process and celebrates beauty beyond youth. Using older models and celebrities in beauty campaigns is not exactly new, but it has gained a lot of momentum in recent years. In 2010, Tom Ford’s Forever Love campaign made waves by featuring a mature model, boldly challenging the cult of youth. In the mid-2010s, Joni Mitchell, who appeared in a Saint Laurent campaign at age 71, and Jessica Lange, who appeared for Marc Jacobs Beauty at age 65, cemented the presence of older women in the high fashion and beauty industries. These campaigns helped change perceptions, highlighting the fact that grace and charm do not have to fade with age, but can evolve.
Music legend Joni Mitchell was 71 when she appeared in a Saint Laurent campaign.
The market is currently seeing a proliferation of brands catering specifically to women over 40, led by influencers who truly understand this age group. Inspired by her sister’s struggle to find effective products for her aging skin, beauty industry veteran Sarah Clear Beauty, known for playing a key role in the development of Tom Ford Beauty and Victoria Beckham Beauty, recently launched her own brand, Sarah Clear Beauty. The brand specializes in high-performance makeup and skincare products with a focus on durability, repair and hydration, providing solutions to address the specific needs of mature skin.
Sarah Clear Beauty Series
Creal isn’t alone: Brooke Shields, who launched a wellness platform during the pandemic, launched Commence in June, a haircare line that caters to concerns of women in their 40s, 50s and older. The brand not only addresses the specific needs of aging hair, but also promotes optimism and confidence about aging.
Meanwhile, Naomi Watts launched Stripes, a beauty brand designed for menopausal skin, in October 2022. Stripes recognizes the unique skin care challenges of menopause and is focused on maintaining the long-term health of skin and addressing its unique needs.
Brooke Shields’ hair care brand, Comence, targets women in their 40s and 50s.
Despite marketing’s emphasis on aging gracefully, effective skin care in your 40s requires a more tailored approach. “Several concerns and challenges become more pronounced. One of the main issues is decreased collagen and elastin production, which can lead to sagging skin and the formation of deep wrinkles,” says Dr. Joel Kopelman, a New York-based facial plastic surgeon and founder of Kopelman Cosmetic Surgery. He also emphasizes that as we age, our skin’s hydration level decreases, making dryness and loss of plumpness more noticeable. “In addition, years of accumulated sun damage can start to show up more visibly as pigmentation, age spots, and uneven skin tone,” he adds.
Naomi Watts’ brand Stripes is designed for menopausal skin. Photo: Getty Images
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