the mature beauty consumer holds the most spending power and is famished for brands that allow them to continue living their cosmetic life fully, rather than being forced to tone down from the equivalent of a size 8 to a size 4 on the makeup scale. Some are even calling for the anti anti-aging revolution. Menopause-orientated wellness offerings have seen a huge surge, expected to reach $16 billion by 2025. With conversations opening up to this previously silenced stage of women’s lives and brands like Womanness or LaMaria offering modern and chic products that are infusing the category with excitement and helping drive conversations around age-inclusivity. But even though there are a variety of external effects this hormonal stage can have such as drier skin or increased pigmentation, there is more to being a woman of a certain age than menopause, such as evolving makeup routines. A 2019 AARP online survey across 1,992 women found that 40% of Gen X and 53% of Boomers feel ignored by the beauty industry and 64% of Gen X and 74% of boomers feel the representation of their age demographic is lacking. Twelve percent of women over the age of 50 believe there are not enough products tailored towards their needs, while 70% of women over the age of 40 desire more perimenopausal and menopausal personal care products.
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