More and more cosmetics brands are focusing on women of the 'boomer' generation, also known as the 'silver generation'. Selenials, as they are also known by brands, accounted for 47% of cosmetics spending before the pandemic, according to a study published by Consumer&Market. Women, in particular, spend more than €200 a year on cosmetics, and have therefore become an essential part and pillar of the industry's development.
The 'Selenials' or 'Silvers' are usually between the ages of 50-55, the age at which the first signs of menopause usually appear, or in many cases, they already have it. "It is not the end of a journey, but the beginning of a new chapter. This is how this new stage should be perceived.
Thanks to data obtained by Beauty Streams, according to 2021 data from Grandview Research, the global menopause cosmetics market size will reach $22.7 billion by 2028. This will mean an increase of 5.7% between 2021 and 2028, and some 1 billion women worldwide will be menopausal in 2025, a market that, if it had to be defined with one word, is potential. However, as the agency BeautyStreams points out, other subcategories such as 'health and wellness' of 'perimenopause' and 'menopause' will be boosted. Thanks to increased visibility and awareness from the cosmetics industry, many brands have decided to explore this branch of cosmetics that de-stigmatise the menopause and seek to provide solutions to the main problems experienced by women's skin at this age: dry skin, loss of elasticity and firmness, pigmentation changes, as well as acne and skin breakouts.
Which products and brands are successful in menopause cosmetics?
As 'Beauty Streams' points out, some of the most popular products for these women are cooling mists, which provide immediate relief, refresh and soothe the skin when it suffers from redness and dryness. Supplements and nutricosmetics are also a popular and sought-after format. This is the case, for example, of MartiDerm's Amatist range, which last May presented 'Amatist Capsules', which was added as a reinforcement to a routine that includes a day cream, a night cream and a serum. In this case, 'MartiDerm' ventures into this category to incorporate a holistic and integral vision of beauty and menopause care.Huilé de Beauté' by Galénic is another top product for women in this process. It is an oil for mature skin undergoing hormonal changes that cause dry, dull, irritable and rough skin. This oil, 99.5% of which is made up of natural ingredients, restores the vitality, radiance, comfort and suppleness that skin has before menopause. Other brands such as Bella Aurora, also have a line dedicated to skin care for women going through these hormonal changes, with its 'Splendor 10' line. Sesderma is another of them, through its 'Menopause' line, which is specifically formulated to combat hormonal and skin changes during this stage. Natural Bissé offers its 'The Cure' line, aimed at women who are in this process and are looking for intense hydration, revitalisation and to improve the appearance of their skin.
What are the main ingredients and actives that women look for during this stage?
Beauty Streams' adds that women's favourites, and therefore what companies in the industry try to offer, are ingredients and actives that boost collagen production for maximum hydration, relieve itchiness, bloating and redness, as well as antioxidant-rich ingredients that brighten the skin and protect it from loss of elasticity. Therefore, ingredients such as squalene, ectoin, biotin and adaptogens are often favoured in this type of product to also tackle hair loss and thinning hair.
What will we see in the future?
More. The answer is more. More brands and more products that support this trend and, in turn, include more specific ones such as perimenopause, menopause. The menopause category will continue to expand and will continue to focus on skin and hair care, but is also expected to focus on sexual health. "Both new and established brands will join in the commitment to break down the stigmas surrounding the issue and focus on offering safe, aesthetically pleasing and inclusive solutions that address the specific needs of perimenopausal and menopausal women. We also hope that menopausal women will prioritise their health and wellbeing in all aspects: physical, mental, emotional and sexual," say Beautystreams.