Embracing ageing and helping consumers adopt a positive approach to getting older are keys for beauty and cosmetics brands to alleviate the pressure on consumers to look youthful, according to a leading expert.

These trends were shared by Michael Nolte, creative director of Openstreams Foundation. The non-profit aims to foster global collaboration, awareness of key issues on beauty and support education.

“Age is not a problem to be solved, but a natural part of life that should be embraced. People of all ages and appearances are beautiful. Age is part of our diverse society; the same way other aspects, such as colour, shape, size, gender and individual beliefs, are.

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By Nurul Ain Razali – 25-Jul-2022