Thought-starter: Are the over-40s the next colour cosmetics category?

At a time when Flat Age women are making themselves seen and heard, creative researcher Jessica Smith asks: why are colour cosmetics brands seemingly ignoring them?

Let’s talk about the colour cosmetics industry. It occurred to me recently, while scrolling through various beauty blogs, that there are few women over the age of 40 representing make-up brands. Although many brands tap into the beauty zeitgeist of today and champion diverse features and faces – ageism remains a major issue.

We’ve made leaps and bounds in the skincare category, ridding the industry of its bias towards younger models and embracing age positivity. Brands like Dove and Space NK have made a conscious effort to use models aged over 45, while luxury skincare brand Babor recently launched an awareness campaign in collaboration with All Womxn Project, pioneering unretouched images of older women. So why isn’t this mindset present in colour cosmetics?

Many make-up companies base their brand propositions around self-empowerment, individuality and breaking boundaries on gender and diversity. But this only matters, it seems, if you’re under 40. However, as customers get older, they increasingly want the brands they love to grow with them.

Read the full Opinion here.