Embracing vitalism to live longer and stronger in style
- Mabel Au-Yeung
- Apr 3
- 3 min read
Updated: Apr 5
With the world quite literally getting a bit greyer, the beauty and personal care industries are stepping up their game to meet our evolving needs.
A mindset beyond age
I have always believed that age is just a number. Today, you might see a baby boomer showing off their dance moves on TikTok while a Gen Alpha kid takes a breather from their social media, struggling with fatigue. The takeaway? It’s not about the year you were born—it’s about mindset and outlook.
As lifespans increase and our “health-span” becomes the focus, our beauty and lifestyle needs are evolving, too. Industries are finally catching up, embracing inclusivity for every age, and helping us Silverithmics thrive in our later years.
Skincare & personal care: a vitalism renaissance
The global skincare market, valued at an astounding USD 115.65 billion in 2024 and projected to soar to USD 194.05 billion by 2032, is turning away from outdated promises of “anti-ageing”. Instead, there’s a shift toward supporting and celebrating skin through every stage of life. According to global beauty trend source BEAUTYSTREAMS’ Cosmo Vision 2024–2029 trend report, here’s how this renaissance is taking shape:
Derma-cosmetics approach: Targeted solutions for skin concerns like psoriasis, acne, and rosacea.
Hormone-specific care: Products addressing hormonal changes during puberty, menstrual cycles, menopause, and andropause.
Age-specific supplements: These supplements, inspired by long-lived populations in “blue zones”, aim to promote healthy, proactive ageing.
Sexual & intimate wellness: This once-overlooked category is finally receiving the attention it deserves.
Hair care: ageing gracefully (and stylishly)
Hair has a life of its own, and as we age, it evolves. Whether you are embracing your grey locks or managing changes in density, hair care brands are finally catching up with:
Grey enhancers: Improving the texture and undertone of grey hair.
Anti-hair loss innovations: Targeting hair loss linked to hormonal and stress-related shifts.
Inclusive scalp ageing: Recognising that hair and scalp ageing vary with ethnicity, genetics, and the environment.
“Colour that cares” products: For those who like to colour (including me), it’s about more than covering greys. Hair health and scalp care are part of the package.
Photo credit: annique.ca
Recommended reads:
Colour cosmetics: flattering every phase of life
Makeup doesn’t stop being fun or important as we age. Now, it’s about formulas that enhance natural beauty while delivering skin care benefits.
Light, yet covering: Concealers that do their job without emphasising wrinkles.
Comfort comes first: Hormonal changes can make skin more sensitive, so soothing formulas are a must.
Undertone correctors: As pigmentation changes, products that even out skin tones are essential.
Packaging design: a thoughtful touch
As sensory perceptions change with age, packaging that’s functional and inclusive can make all the difference.
Disability-friendly packaging: Single-handed applicators and easy-to-open caps are an absolute win.
Bold colour coding & legible typography: This helps those with visual impairments or in a low-light environment to navigate product descriptions or instructions with ease. Easy-to-read type faces and sizes, please!
Smart dosage dispensers: A bit of help applying just the right amount of perfume, especially for those experiencing a decline in their sense of smell, can be a game-changer.
OLAY’s Regenerist products now feature an Easy Opening Lid, thoughtfully designed to enhance accessibility for individuals with limited mobility, joint pain, or visual impairments. Photo credit: OLAY
Vitalism is the way forward for the beauty industry, providing solutions for silver consumers who are redefining ageing. I, for one, can’t wait to see the innovative products that will help us age well, gracefully, and with style.
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