A recent analysis carried out by Fresha, an AI-powered beauty and wellness booking platform, shows that an increasing number of women over 40 are seeking beauty advice specifically tailored to their needs and which takes into account how the skin changes with age, rather than automatically treating youthful skin as the reference point.
Over the past year, searches relating to skincare, make-up and beauty have seen sharp increases:
• +525 per cent for “over 40 beauty”,
• +396 per cent for “women over 40 make-up”,
• +391 per cent for “skincare over 40”.
At the same time, the much broader term “mature skin make-up” has risen by 73 per cent year-on-year and generated around 43,000 searches over the past month, suggesting that the topic now extends far beyond the scope of a niche beauty trend.
40 and full of confidence
This shift in search trends comes at a time when attitudes towards age and appearance also seem to be changing.
A recent analysis of beauty trends has, in particular, highlighted a resurgence in confidence after the age of 40: mentions of the term ‘confidence’ within the Reddit community AskWomenOver40 are reported to have risen by 97 per cent over the course of a year. Discussions are increasingly focused on accepting changes in one’s appearance, rather than on a systematic desire to correct them.
Danielle Louise, a beauty expert at Fresha, believes that these increases in search queries reflect the expectations of consumers who, above all, want to receive more relevant …
