top of page

The Pro-Aging Opportunity In A $673 Billion Beauty Market

Updated: Jan 25

Women over 40 represent an underserved opportunity for beauty, cosmetics, and health brands.

The global Beauty & Personal Care market is projected to generate $673.70 billion by 2025.


Within this booming industry, women aged 40+ form a massive, engaged, and often underserved audience—ready for brands that truly celebrate their evolving needs.


Here are 25 reasons why beauty, cosmetics, and health brands should consider a pro-aging makeover to tap into this lucrative demographic and grow their market share in the process!


The Fast-Growing Market Opportunity

  1. A $673.70 Billion Market The global Beauty & Personal Care sector is on track to reach $673.70 billion by 2025. (Statista)

  2. Women 40+ Fuel Premium Growth Analysts estimate up to 35% of premium beauty growth in North America can be traced to women over 40. (RBC Capital Markets)

  3. Longevity Economy Consumers 50+ could drive $27.5 trillion in spending by 2030. (AARP & Oxford Economics)

  4. Changing Consumer Priorities 45% of global beauty consumers plan to increase spending as they age, focusing on “prevention and maintenance.”(Mintel)


Look Who Has The Spending Power


  1. Disposable Income Leader Women 50+ control 70% of disposable income in the U.S. (AARP & Oxford Economics)

  2. Willingness to Pay More 78% of women over 40 say they’ll pay extra for products that address age-related needs without using “anti-aging” language. (Nielsen Consumer Survey)

  3. Loyalty Matters 64% of women 40+ cite loyalty programs and perks as a big incentive to stay with a brand. (Kantar Retail)

  4. Higher Basket Size Women 40+ spend 25% more per shopping trip on beauty and personal care than younger shoppers. (IRI)

  5. Influencing Younger Family Women 40+ influence 31% of skincare purchases by younger family members, especially daughters. (Ipsos)

  6. Willing To Invest 43% of women aged 45–60 tried professional beauty or wellness treatments in the last year. (American Med Spa Association)


  7. Lifetime Value Boost Brands resonating with women 40+ see a 15% higher lifetime customer value than brands targeting only younger demographics. (Deloitte Consumer Insights)

  8. Gift Purchasing Power 26% of skincare gifts for younger women are purchased by female relatives or friends over 40. (National Retail Federation)


An Overwhelming Demand For Pro-Aging


  1. Rejecting “Anti-Aging” 52% of women 40+ actively avoid fear-based or “anti-aging” language. (AARP Survey on Beauty & Aging)

  2. Inclusive Standards 60% of global beauty consumers believe brands should be more inclusive across ages, body types, and ethnicities. (Dove Global Beauty and Confidence Report)

  3. Holistic Self-Care 65% of women over 40 view their beauty routine as part of a bigger wellness lifestyle—think nutrition and stress management. (Mintel, Beauty & Personal Care)

  4. Enhancement Over “Fixing” 68% prefer products that enhance natural features instead of “fixing” signs of aging. (AARP)

  5. More Choices For (Peri)Menopausal Women 70% of women 40+ want to see more beauty and cosmetic products for (peri)menopausal women. (Mintel)

  6. “Ageless” Messaging Appeal 4 in 10 women 40+ like “ageless” terminology, but only if it doesn’t imply hiding their actual age. (Nielsen Consumer Survey)

  7. Minimalist Routines 54% of women 40+ prefer a minimalistic skincare approach of 3–4 essential products. (Euromonitor International)

  8. Peer Reviews Win 67% of women 40+ trust peer reviews from those their own age over younger influencer endorsements. (BrightLocal Consumer Trust Survey)


Future Trends And Opportunities


  1. Market Expansion Ahead The number of women over 60 is set to double by 2050, further expanding the potential market for older consumers. (World Health Organization)

  2. Menopausal Focus By 2026, 1.2 billion women worldwide will be menopausal or post-menopausal, fueling demand for specialized products. (United Nations)

  3. Pro-Aging Terminology Works Replacing “anti-aging” with pro-aging language boosted conversions by 15% among women 40+. (Nielsen Brand Analytics via Nielsen Insights)

  4. Sustainable Packaging Priority 62% of women over 40 prefer eco-friendly packaging and formulations. (Kantar – Sustainability in Beauty Report)

  5. Mission-Driven Brands 57% of consumers over 40 are more likely to buy from brands supporting causes like age inclusivity. (Cone Communications CSR Study)


Ready to Elevate Your Pro-Aging Strategy?


Women over 40 are reshaping the broad beauty, cosmetics, and health market spaces with their substantial buying power.

They’re demanding: 

  • Products tailored to their age-related needs

  • Pro-aging messaging that celebrates instead of shames

  • Inclusive imagery that reflects real diversity  

  • UGC & peer reviews from women like them

  • Genuine respect for their life stage

Interested in giving your brand a Pro-Aging Makeover? 


Book a discovery call, and let’s talk about how pro-aging messaging can strengthen your brand, connect more meaningfully with women 40+, and boost your presence in a rapidly growing global market. 


 
 
 

Comments

bottom of page