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Over 40? We Need to Talk About Skin Wellness


The subject of skin care and skin wellness as we age is a gingerly chronicled topic. I’ve combed the web, tapped my highly-trained market research skills, and I have yet to find a wealth of consistent information.


The reservoir of brands that speak to me and my friends over 45+ are limited. What’s even more curious is the legacy data that the cosmetic industry relies on, which discounts this demographic to purchase more innovative products. Perhaps the assumption is that by the time you reach a particular age, your sensibilities, loyalties and inclinations are baked, and there is no room for evolvement, or being open to new information. I’m baffled and I’m sure you are as well.


What I do know is that all women over 45 are doing it bigger and better than ever. We are leveraging the path that our Mothers and Grandmothers paved for us to live our best life in more determined ways. Collectively, we have greater buying power than our younger counterparts, we incorporate novel solutions on the steady (truth be told we are the generation that furthered new technologies), and we are redefining what it is to age well.


As I move through the process of stepping into my greater self and how to care for my skin, it’s evident that I need to echo and progress the discussion about skin wellness over 40+. We should openly talk about perimenopause, menopause, dryer and less taut skin. There is no shame in ageing. Embracing and sharing your skin type issues may help to boost more changes in greater availability of products that address the private party your hormones are conducting.


Fine lines, wrinkles, loss of elasticity, hyperpigmentation, crepiness, acne, melasma, dark stops, freckles, and menopausal skin are far more of a real issue in mid-life than for the younger set. Further, brand marketing speak is not beneficial for well-informed, life savvy women. We are seeking medical-grade skincare and less toxic-filled products that are proven and actually work.


There are some established and emerging brands that consider women like me, and I am grateful for their focus. However, the majority of brands may want to revise their scope. With a sector valued at $135 billion globally as of 2018, it's need to flourish should factor in willing buyers over 45.


For information about enhancing how you take care of your skin and products that may work for you click here.

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