Age-agnostic beauty
Led by the Boomer and Gen X generations, this is a rejection of outdated anti-ageing narratives and the toxic obsession with youth.
Age-agnostic beauty will see more people refusing to conform to demographic expectations and embracing ageing well over age reversal.
A WGSN survey has found that 74% of Gen X women worry about ageing, and on average, women start experiencing age anxiety as early as 29.
“Age-agnostic beauty will see brands shift to meet consumers where they are with beauty products and language that serves the need, not the number,” said Varga.
“From skincare and haircare to cosmetics, age-agnostic beauty will enable everyone to age as appropriately or as inappropriately as they like.”