Gen X Beauty Evolution 2024: Over 40’s Embrace Healthy Ageing

While Gen Z dominate headlines with an increasing demand for clean beauty and sustainability, the beauty industry is undergoing a remarkable shift this year, with a renewed focus on the skincare needs of Gen X and older millennials.

Reddit’s ‘30PlusSkinCare’ community has seen a remarkable 69% year-on-year increase in interest in 2023, positioning itself as the fifth most viewed community in the platform’s beauty subcategory. This surge in engagement demonstrates a growing desire among Gen X and older millennials to actively participate in beauty conversation.

So, lets explore how natural ingredients align with this shift, with some of our favourite products and brands that are successfully catering to the change.

Why is ‘healthy ageing’ overtaking ‘anti-ageing’?

Gen X and older millennials are dismantling the stigma associated with aging, menopause and their effects on the skin as we get older, and actively seek brands that are unafraid to tackle concerns such as dryness, acne, and hormonal fluctuations. This movement leans towards a “healthy ageing” approach, prioritising natural ingredients instead of the traditional “anti-ageing” products that are often laden with chemicals.

The rejection of the term “anti-ageing” is a conscious choice to celebrate the beauty of ageing, while the emphasis on a “healthy ageing” approach underscores the positive transformation and self-empowerment that can come with embracing the ageing process.

This transformation reflects a broader societal trend celebrating diversity, authenticity, and inclusivity. At the forefront of this movement are a new generation of influencers who are challenging ageist beauty norms and promoting a positive approach to getting older.

One such influencer is Gray Hair Movement founder @silveristhenewblonde. Jan (@silveristhenewblonde) challenges the societal pressure to conceal grey hair and her message resonates deeply with her audience, fostering a community of self-acceptance and defying the outdated notion that grey hair is something to be ashamed of.

Beyond accepting grey hair, Jan shares skincare tips and routines tailored to mature skin, emphasising the importance of hydration, sun protection, and nourishing ingredients. Her message is one of empowerment, encouraging her followers to take care of their skin not to defy age, but to feel confident and radiant at every stage of life.

Why use natural ingredients?

Natural ingredients are often less irritating than synthetic ones, especially for sensitive skin because they are closer to the skin’s natural pH and are less likely to trigger allergic reactions. Packed with antioxidants, vitamins, and nourishing oils, natural ingredients often combat free radicals and promote collagen production, leaving the skin supple and radiant. So, for a gentle, nourishing journey towards healthy ageing, embrace natural ingredients and contribute to the well-being of both the people and the planet.

What are the best natural oils to incorporate into ‘healthy ageing’ skincare products?

Amidst this changing landscape, there is a significant opportunity for brands to play a pivotal role. As Gen X and older millennials are increasingly seeking natural, sustainable, and effective skincare solutions, the demand for products that address specific concerns related to ageing, such as hydration and skin elasticity, creates a market for natural ingredients that boast nourishing properties and contribute to a healthy appearance. Some of our favourite natural oils include:

Bakuchiol Oil
A natural alternative to retinol, bakuchiol oil helps improve skin elasticity and reduce fine lines, supporting a healthy ageing process without the potential irritation associated with retinol.

Maracuja Oil (Passion Fruit Seed Oil)
Rich in fatty acids, maracuja oil moisturises and revitalises the skin, contributing to a healthy and vibrant appearance.

Rosehip Seed Oil
Abundant in antioxidants and essential fatty acids, rosehip seed oil aids in skin hydration, diminishes the appearance of fine lines, and supports skin elasticity, contributing to a healthy ageing process.

Carrot Seed Oil
High in antioxidants and vitamin A, carrot seed oil rejuvenates the skin, promotes elasticity, and reduces the signs of ageing, aligning with a philosophy of healthy ageing.

Squalane Oil
A lightweight oil that mimics the skin’s natural sebum, squalane oil hydrates, softens, and diminishes the appearance of fine lines and wrinkles, contributing to the overall health and resilience of ageing skin.

Kukui Nut Oil
Native to Hawaii, kukui nut oil is rich in essential fatty acids, aiding in skin hydration and promoting a smooth, healthy ageing complexion.

Chia Seed Oil
High in omega-3 fatty acids, chia seed oil provides intense hydration and helps maintain skin barrier integrity, supporting healthy ageing and a radiant complexion.

Which brands are doing it well?

Already successfully integrating skincare elements into their products, here are a couple of our favourite brands that have emerged as trailblazers in catering to the unique skincare needs of millennials and Gen X:

Reeson
Launched by renowned beauty blogger Really Ree, Reesoon is a skincare brand committed to creating effective and luxurious formulas using natural ingredients. Their products are designed to address the visible signs of aging, such as wrinkles, fine lines, and dryness, while also promoting a healthy, radiant complexion.

On their website, they say ‘Midlife shouldn’t mean becoming invisible. Give yourself permission to be seen, but more than that, to actually stand out. Highlighting, not concealing. Focusing on your best bits and celebrating them.’

The brand used botanical extracts and actives to deliver results, without relying on harsh chemicals or synthetic ingredients and their products are free from parabens, sulfates, phthalates, and artificial fragrances, making them gentle enough for even the most sensitive skin.

Herbivore Botanicals
Herbivore Botanicals offer a wide range of products, including face serums, oils, moisturisers, masks, and cleansers, designed to address a variety of skin concerns, such as dryness, acne, wrinkles, and hyperpigmentation.

Herbivore Botanicals focus on using natural ingredients, such as bakuchiol, vitamin C, and turmeric, to reduce the appearance of wrinkles, fine lines, and age spots.

O&3 thoughts…

The beauty landscape of 2024 signals a profound shift, with Gen X and older millennials championing healthy ageing over the outdated notion of anti-ageing, with a spotlight on natural ingredients underscoring evolving preferences, and the need for brands to create sustainable, and age-positive skincare solutions. However, this shift towards “healthy ageing” is not just about aesthetics; it’s about dismantling ageism and promoting self-acceptance. And as a result, by embracing the unique beauty at every age, we can create a more inclusive and empowering world for everyone.

Why O&3?

As marketing leaders in zero-waste natural ingredients, quick lead times of only 3-5 days, O&3 are your one-stop shop for ingredients in your Gen X skincare formulations. You can rely on our commitment to quality, sustainability, and ethical sourcing, allowing you to create beauty and personal care products that meet the diverse needs of individuals of all ages.

O&3’s commitment to sustainability and ethical sourcing ensures that your product lines are environmentally responsible.

For more information about how having O&3 as your supplier gives you access to premium ingredients that support your company’s mission, head over to our website, Instagram, Facebook or LinkedIn.