The Rise of Clean Beauty

In recent years, there has been a significant shift towards clean beauty products. Women over 40 are becoming more conscious of what they put on their skin and hair, and are seeking out products that are free from harmful ingredients. Clean beauty encompasses everything from skincare to makeup and haircare, and focuses on using natural and non-toxic ingredients.

Brands like Drunk Elephant, Tata Harper, and Ilia Beauty have gained popularity among the 40+ crowd, offering products that are not only effective but also safe for long-term use. From gentle cleansers to nourishing serums, clean beauty products are designed to address the specific needs and concerns of mature skin.

Wellness from Within

As women age, they realize the importance of taking care of their overall well-being. This has led to a rise in wellness practices that go beyond skincare and beauty products. Women over 40 are increasingly investing in supplements, adaptogens, and holistic therapies to support their health from within.

Brands like Moon Juice, The Nue Co, and HUM Nutrition offer a range of supplements that target specific concerns such as gut health, hormonal balance, and energy levels. These products are formulated with high-quality ingredients and are backed by scientific research, making them a popular choice among women in their 40s and beyond.

The Age of Inclusivity

Gone are the days when the beauty industry focused solely on young, flawless skin. Women over 40 are demanding representation and inclusivity in the products they use. They want to see models and influencers who reflect their age and diverse beauty standards.

Brands like Fenty Beauty, Lancôme, and Glossier have taken note of this shift and have started featuring older models in their ad campaigns. They are also expanding their shade ranges to cater to a wider range of skin tones. This inclusivity is not only empowering for women over 40 but also sends a message that beauty knows no age.