The Beauty Industry Gets More Inclusive With Age — Retail Bum

The beauty industry is finally beginning to embrace inclusivity with age and featuring older women. Historically, the industry has prioritized younger generations in advertisements for haircare, skincare, and makeup products, with minimal representation of individuals over a particular age. However, a shift is taking place, with the industry recognizing and honoring women over 50.

Direct-to-consumer (DTC) beauty brands, in particular, have started featuring older models in their advertisements over the past few years. These models include both well-known celebrities and lesser-known individuals with strong connections to the beauty industry.

L’Oréal, for example, has enlisted brand ambassadors such as 77-year-old Helen Mirren, 85-year-old Jane Fonda, 57-year-old Viola Davis, and 74-year-old Maye Musk, who became the oldest CoverGirl in 2017. Jennifer Coolidge also took on the role of influencer for e.l.f. Cosmetics ahead of their 2023 Super Bowl commercial.

This change has been long overdue. The beauty industry has often overlooked the fact that young women buying their products today will soon be in their 30s and 40s and beyond. Neglecting the needs of these women, who continue to shape the beauty market as they age, has resulted in the decline of many brands despite their efforts to sell…