Rethinking Menopause, Mid-Life & Mature Beauty
Published 05 April 2023
Elizabeth Bennett
With ageing populations leading to an increase in the number of menopausal women (one billion globally by 2025), the beauty and wellness market focused on midlife and older consumers is growing exponentially with ‘pro-ageing’ skincare, targeted haircare formulas and innovation across supplements and sexual health.
The Changing Conversation About Ageing for Women
Rethinking Skincare
Targeted Haircare Solutions
Wellness, Femtech & Sexual Health Opportunities
The way we see midlife (age 40-60) is changing with increasing lifespans. Women reaching perimenopause (40+) now are the older millennials who, alongside the generation that preceded them (Gen X), have very different attitudes and demands to boomers. They also have huge spending power, with the menopause market predicted to hit $22.7bn by 2028 (Grand View Research, 2021).
The way we see midlife (age 40-60) is changing with increasing lifespans. Women reaching perimenopause (40+) now are the older millennials who, alongside the generation that preceded them (Gen X), have very different attitudes and demands to boomers. They also have huge spending power, with the menopause market predicted to hit $22.7bn by 2028 (Grand View Research, 2021).
Decreasing oestrogen levels during the menopause create several different skin concerns. This is driving innovation in specific products in this category. More generally, there’s a boom in mature skin ranges, directed at consumers who are 50 and over, in line with ageing populations.
New innovations in the haircare market – specifically, scalp care solutions and supplements – are focusing on the 80% of women suffering from some form of hair loss during the menopause (The American Academy of Dermatology, 2023). Simultaneously, new formulations for tackling grey hair are improving haircare options for the mature market.
With menopausal women often feeling unserved by public health options, opportunities abound in telemedicine, supplements and wellbeing spaces. As taboos around sexual health diminish, products to improve female pleasure during the menopause are on the rise.
Rethinking Menopause, Mid-Life & Mature Beauty
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