Age-inclusive beauty: Why mature consumers are your brand’s biggest opportunity

The beauty industry has a blind spot, and it’s handing you the opportunity of a lifetime.

While your marketing team crafts another campaign about “fighting aging,” a demographic transformation is happening.

By 2050, 2.1 billion people will be over 60. They’re not interested in turning back time. They’re ready to invest in brands that celebrate age diversity in beauty and embrace a pro-aging approach.

The market reality you can’t ignore

The numbers tell a compelling story. Today’s mature consumers control 70% of disposable income in America. But this isn’t just about spending power—it’s about understanding the most sophisticated consumers in beauty’s history. Consumers who’ve seen every trend, tried every miracle cream, and can spot authenticity from a mile away. 

So, here’s what they want:

• No more anti-aging fairy tales
• Real authenticity in age-inclusive beauty
• Technology that understands them
• Brands that celebrate every age

➥ The demands are clear:

Products formulated specifically for mature skin biology—addressing hormonal changes, density loss, and evolving texture. Not repackaged versions of products designed for younger consumers.

Marketing that reflects real people with real skin texture making real beauty decisions. Not just the occasional celebrity spokesperson, but authentic representation across all beauty media.

Language that celebrates aging instead of fighting it. Because when brands say “anti-aging,” consumers hear “there’s something wrong with looking your age.”

But the new vocabulary is about radiance, health, and vibrancy—”well-aging” and “pro-aging” rather than “age-defying.”

And the research backs these needs up:

• 7 in 10 women will actively choose brands that show different ages in their advertising
• Searches for “mature makeup” have jumped 30% in the US alone
• 65% of women over 50 say beauty advertising simply isn’t relevant to them

The choice is simple: treat age as a problem to solve, or recognize it as an asset to celebrate.

Brands leading the revolution

Look at BOOM! by Cindy Joseph. They pioneered the pro-aging movement, becoming one of the first brands to explicitly reject anti-aging messaging in favor of celebrating women at every age.

Then there’s Trinny London. While others pushed powders that settle into lines, they developed cream-based, stackable products that work with mature skin, not against it. Their intuitive approach to texture and formulation has earned them a devoted following in the age inclusivity space.

The missing piece

BOOM! and Trinny London cracked a part of the code. They proved that celebrating age and beauty isn’t just right—it’s profitable.

But they missed something crucial.

You see, changing the message was just the beginning. Creating better products was step two. But the real breakthrough, the one that will revolutionize how we think about beauty shopping, came from an unexpected place—beauty tech solutions.

A beauty counter-revolution

Think about your customers’ journey for a moment.

They’ve spent years at beauty counters. Fighting with fluorescent lighting. Testing products on the back of their hands. Walking out with foundations that look completely different at home.

Now imagine being the brand that finally solves this.

The technology that’s changing everything

Enter the world of Augmented Reality—AR for short.

You’ve probably heard of AR. It’s the technology that overlays digital content onto the real world. Gaming companies use it. Social media platforms use it. But in beauty? It’s becoming something far more powerful.

Beauty AR isn’t just another tech gimmick. It’s a sophisticated system that turns any smartphone or computer into a precision beauty mirror. One that shows your products exactly as they are—from the subtle sheen of a gloss to the rich depth of a matte lipstick.

Think about what that means. Every finish, every texture, every shade appears exactly as it would in real life. Your customers see the true color of a foundation, the real shimmer of a highlighter, the actual intensity of a blush—all through their personal devices.

But here’s what makes this game-changing: The technology adapts to each individual. It understands different face shapes. It recognizes skin tones. Plus, it shows your customers exactly how products will look in their world, under their lighting conditions.

✧ Virtual try-on: No guesswork, no surprises

A customer opens their phone at midnight. They’re not imagining how a red lipstick might look. They’re seeing it. In real time. On their actual face.

The technology doesn’t just overlay colors on an image. It shows how products truly perform:

Customers can experiment with complete looks, try bold colors they’d never dare to test in-store, and discover their perfect products—all before clicking ‘buy.’

Imagine the power of showing your customers how a bold red lipstick will pop against their unique skin tone, or how a smoky eyeshadow will enhance their natural eye color—all without them leaving their home.

✧ Foundation shade finder: Science meets skin

Finding the right foundation shade used to be beauty’s biggest gamble. But not anymore.

With foundation shade finders, customers can see how a foundation glides on their skin, how it blends, and how it reacts under different lighting conditions.

No more buying three shades to find one match. No more returns because “it looked different online.” No more foundation graveyard in the bathroom drawer.

✧ Personalized product recommendations: tailored to perfection

Personalization is no longer a luxury—it’s an expectation. 

Today’s consumers want solutions tailored to their unique needs, and with the advent of AI-powered technology, brands can now deliver hyper-personalized recommendations with pinpoint accuracy.

This leads to your customers stop returning products. They stop abandoning carts. They stop hesitating before buying.

Why?

Because they’re no longer seeing what works for everyone. They’re seeing what works for them.

Imagine a customer scanning their face and receiving customized product recommendations based on their unique facial features. This kind of precision builds trust—and loyalty.

Your moment to lead is now

The beauty industry has spent decades chasing youth, but here’s the truth: the real opportunity lies in celebrating age diversity in beauty. The future isn’t about turning back the clock; it’s about embracing every stage of life and showing your customers that beauty doesn’t fade—it evolves.

Your competitors are stuck in the past, pushing the same tired anti-aging messages. But you?

You have the chance to stand at the forefront of a new era. An era where technology like AR tools and personalized solutions isn’t just an add-on—it’s the key to unlocking loyalty from a growing, powerful demographic that demands respect and embraces a pro-aging philosophy.

At Arbelle, we’re ready to help you step into that role. The tools are here, the demand is clear. The only question left is: Are you ready to lead the charge?