There once was a time where products labeled as anti-aging were glorified – both by the beauty brands marketing this trend and the consumers who bought into the concept. Products ranging from serums, creams, masks, and so on – all with promise to minimize or repair any signs of aging. Despite anti-aging likely remaining a popular search term within media for years to come, we’ve thankfully begun transitioning into the era of well-aging.

What is well-aging?

Think of it as embracing the aging process as opposed to trying to reverse it. There is now a growing acceptance that the definition of beauty evolves within us over time, and we can focus on making ourselves feel healthy and at our best without fighting our age. This applies to different facets within the beauty industry, affecting how individuals approach skincare, haircare, and so on.

Shift away from anti-aging

Even though there is plenty of content on social media platforms like TikTok that still perpetuates unrealistic beauty standards, it’s up to individuals and brands to decide where to draw the line. For instance, beauty magazine Allure banned the term anti-aging in its publication years ago, aiming to change the conversation and celebrate beauty in all ages.

Today, much of Gen Z favors all things natural, whether it be natural-looking makeup, simplified skincare routines, or even casual photo dumps on social platforms (over-editing is out!). When it comes to beauty brands, this is demonstrated by the rise in popularity of brands like Rare Beauty that create a positive narrative around inner beauty that resonates with consumers across demographics.

Redefine beauty marketing

Transparency is key, and creating products with intentional ingredients is just one part of the role brands can play in how beauty is redefined. Of course, well-aging impacts our whole lifestyle and goes beyond simply beauty routines. But the role of beauty marketing is certainly influential in the outlook of consumers and can be seen in the current trends and types of products that are in demand and promoting healthy aging, including:

The well-aging mentality won’t be adopted overnight. However, with more education on the products consumers are purchasing and their benefits, real progress can be made in breaking the stigma around age and empowering all to feel beautiful.

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