The cosmetics industry is shifting away from anti-ageing claims towards a more positive approach to ageing. Consumers now seek a “pro-ageing” philosophy that prioritizes looking healthy over looking younger. Brands are embracing a new vocabulary centered on renewal, regeneration, and glow to align with this shift. Beauty is evolving to encompass overall well-being, lifestyle, and quality of life, emphasizing tonicity, elegance, and silhouette preservation. The focus is on supporting the ageing process rather than fighting signs of ageing, providing emotional pleasure and sensorial experiences through skincare as “pro-longevity” life enhancers. The holistic point of view of the skin ageing is under way.
The anti-ageing cosmetics market was expected to grow at a rate of 5.7% between 2019 and 2024, reaching US$50.5 billion by 2024.
With growing demand due to the increased focus on appearance, and simultaneously combined with the increase in the ageing population, exceeding 1.5 billion people over the age of 65 according to the WHO in 2050, is a key factor in this anticipated growth, significantly influencing the market in the coming years.
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