I’ve been thinking about this a lot lately. Maybe because it’s been six or seven years since I was deep in the beauty industry, but my passion for beauty writing hasn’t faded or maybe it’s just how obvious it’s become, but I can’t help but notice how much the older generations are still being left out of beauty and fashion conversations.
The industry’s obsession with youth is no secret. We constantly see Gen Z stars on PR gifting lists, flown out for influencer trips, fronting ads, and filling our social feeds with branded UGC.
Don’t get me wrong, I love seeing the creativity and energy that Gen Z brings to beauty and fashion. But what about the women who’ve been here, doing this, and still loving it?
It’s the glaring omission of older generations that feels like a major misstep especially when the women who are 40+, 50+, 60+ who not only have the spending power (because, let’s be honest, they do) but also the beauty wisdom that can only come from years of living, learning, and loving themselves a little more deeply every day?
It feels like brands are missing something huge.
Where Are All the Age-Inclusive Campaigns?
We need to talk about the lack of representation of mature skin in beauty campaigns. Where are the ads celebrating laugh lines, fine lines, and the richness of skin texture that comes with age? These women aren’t just potential customers, they’re the original beauty influencers.
Imagine beauty campaigns that go beyond the airbrushed glow of youth and highlight the authentic beauty of mature skin. We need to see skincare and makeup brands embracing older women, showcasing how products actually perform on skin that isn’t 20-something, and leaning into the stories, wisdom, and confidence these women exude.
We’ve seen it all before: the fresh-faced 20-something in the dewy skin ad, the Gen Z creator on a lavish influencer trip, the UGC (user-generated content) reels from young influencers opening endless PR boxes. It’s the same cycle over and over.
But did we forget that women over 40 are still showing up, still experimenting with beauty, still loving fashion, and still spending. In fact, they’re spending more than any other generation. Boomers are currently the wealthiest generation globally, and Millennials (many now in their 40s) aren’t far behind.
And yet, they’re often invisible in beauty and fashion spaces.
I’m not talking about the occasional token “mature” model in an ad. I’m talking about real inclusion where mature skin, texture, and body types aren’t hidden or “corrected” but celebrated. Where campaigns don’t just sprinkle in one older woman but build whole stories around them.
Because honestly, these women hold all the beauty secrets. (Seriously, this isn’t just me saying that research backs it up. Women over 40 often have the most product knowledge and the deepest brand loyalty.) They’ve seen beauty trends come and go, they know what works, and they’ve honed their routines to perfection. That’s the kind of wisdom worth spotlighting.
Fashion Doesn’t Expire at 40
And when it comes to fashion? Don’t even get me started.
People don’t stop being stylish because they age, but the industry often seems to think so based on most fashion campaigns. Like once you hit 40, you’re supposed to fade into the background, both literally and figuratively. We’re all living longer and looking younger, so naturally, our fashion tastes evolve, but they don’t vanish.
I recently saw a LinkedIn post that stuck with me: Fashion should be about self-expression at any age, not confined by outdated notions of what’s “age-appropriate.”
Women in their 40s, 50s, and beyond are living boldly, dressing expressively, and embracing maximalism just as much as the younger crowd sometimes even more. Fashion is, and always should be, about self-expression at any age.
I want to see campaigns that reflect that. Imagine an ad where a group of stylish, 40+ women are strutting down the street in vibrant prints, oversized sunglasses, bold jewelry laughing, grabbing coffee, heading to a boardroom meeting in killer heels. No beige cardigans in sight just bold fashion moments that prove style has zero age limit.
I can already see it and it looks so good.
The Untapped Power of Mature Shoppers in Beauty & Fashion
Spending Power by Generation (2024 Data):
- Baby Boomers (ages 60-78):
Hold 53% of the world’s wealth
Account for over 50% of luxury spending - Gen X (ages 44-59):
Spend 33% more on beauty than Millennials
Known for strong brand loyalty and premium purchases - Millennials (ages 28-43):
Dominate online shopping but spend less on high-end beauty/fashion
Primary drivers of social media trends - Gen Z (ages 12-27):
Lowest overall spending power
Most represented in beauty & fashion campaigns
The Beauty Wisdom of Women 40+
“Mature women have the deepest beauty knowledge, rooted in decades of experience with products, trends, and personal care.”
- 72% of women over 40 say they feel more confident in their beauty routines than ever before.
- 68% value quality over trends, investing in skincare, makeup, and haircare that truly works.
- 85% believe the beauty industry overlooks their needs in favor of younger consumers.
Campaigns I’d Love to See from Beauty & Fashion Brands in 2025
So, what would real age inclusivity look like in beauty and fashion? Here are some campaigns I’d love to see brands actually do, ones rooted in self-expression, individuality, and authentic storytelling:
FOR BEAUTY:
- Multi-Generational PR Gifting:
Why not send PR packages to mother-daughter duos or friends spanning generations? Let’s see skincare routines and makeup tips that blend generational wisdom with modern trends. Could be a campaign where women across three or four generations grandmothers, mothers, daughters, even great-grandmothers share their beauty routines, wisdom, and how their relationship with beauty has evolved. It’s not about age, but about legacy, culture, and personal rituals. - Creator-Led Campaigns: Let mature beauty creators lead the narrative. Give them full creative control to design campaigns that speak to their experiences whether that’s embracing grey hair, celebrating skin texture, or challenging beauty norms around aging.
- Texture-Focused Campaigns: Skin texture is often edited out in beauty ads, but I want to see campaigns that zoom in on it pores, fine lines, freckles, all of it. Let’s normalize skin that looks like skin, at every age.
- Inclusive Influencer Trips: Paid influencer trips shouldn’t be exclusive to the 20-something crowd. Imagine trips that include mature creators who bring a wealth of knowledge and a fresh perspective.
- Beauty as Empowerment: A series where older women talk about how beauty has empowered them through different life stages motherhood, career changes, health journeys, and self-rediscovery. These aren’t just beauty ads; they’re human stories.
FOR FASHION:
- Style Has No Expiration Date: A campaign that features 40+, 50+, and 60+ women who embody bold, expressive fashion. Not in a “look how cool she is for her age” way, but simply because they have great style. Think maximalists, minimalists, and avant-garde lovers showcasing the full spectrum of personal expression.
- Individual-Led Fashion Edits: Instead of the usual influencer edits, have older fashion enthusiasts curate collections for major brands. Imagine a 55-year-old maximalist creating a capsule wardrobe filled with bold prints and statement pieces or a minimalist curating clean lines and neutral palettes. Real people, real style.
- Reclaiming “Power Dressing”: A campaign showing older women in powerful, expressive outfits in spaces where they’re often overlooked, boardrooms, tech start-ups, creative studios. Fashion that says, “I’m here, I’m in charge, and I look damn good.”
- Intergenerational Runways: Fashion shows where models of all ages walk the runway together, styled in cohesive yet personal looks, showcasing that style transcends age.
- The Unfiltered Street Style Series: A documentary-style campaign that follows stylish older women in their natural habitats coffee runs, nights out. No filters, no scripts, just real fashion moments.
It’s Time to Wake Up and Smell the Opportunity
Brands love to talk about diversity and inclusion, but age often gets left out of the conversation. And honestly, that’s a huge missed opportunity not just ethically, but financially.
Boomers, Gen X & Millenials are currently the world’s wealthiest generation by far. Yet, brands remain obsessed with selling to the youth, ignoring the demographic that’s most likely to spend. The older generations have the most spending power, the deepest brand loyalty, and the richest stories to tell. Why wouldn’t brands want to tap into that?
Fashion and beauty aren’t just for the young. They never were. It’s time we start celebrating style, self-expression, and beauty at every age not just the ones that fit a certain narrative.
I don’t know about you, but I’m ready to see it happen.
