Beauty brands shift focus to mature skin market after long neglect
Sarah Creal and other industry figures are launching new makeup lines specifically designed for women over 40.
Industry leaders address market gap
Sarah Creal noticed her own makeup failed on skin after she turned 50. She found no luxury brands that catered to women in their 40s, 50s, and 60s. Creal decided to create her own products to fill this void.
Established companies join the trend
Other beauty companies are also changing their focus toward this demographic. Trinny London states its core customers are women aged 40 and older. The brand notes many clients are navigating life changes around age 40.
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