Women over 40 are increasingly seeking beauty advice designed specifically for them, with new Google search data revealing huge year-on-year increases across skincare, make-up and beauty searches.
AFP
Searches for ‘over 40 beauty’ have rocketed 525% over the past year, while searches for ‘women over 40 make-up’ have risen 396%, according to AI-powered booking platform Fresha.
The findings “point to a growing appetite for beauty advice that acknowledges how skin changes with age, rather than treating younger skin as the default,” it said.
Also, searches for ‘skincare over 40’ have surged 391% over the past year, reaching around 4,000 searches in the past month.
Meanwhile, the much broader term ‘mature skin make-up’ is up 73% year-on-year and attracted around 43,000 searches in the past month, “suggesting this is moving well beyond a niche beauty conversation”.
Fresha beauty expert Danielle Louise said the search increases “reflect a beauty consumer who wants more relevant advice, rather than being told she needs to look younger.
“For a long time, so much beauty advice has been built around the idea that ageing is something women should try to hide. What we’re seeing now feels much more practical. Women want to understand what works for their skin now, rather than necessarily trying to recreate how their skin looked at 25.”
She added: “With make-up, I think we’re seeing the same thing. People aren’t necessarily searching because they want to look younger. They want to know how to make their make-up sit well, how to work with texture and how to choose products and techniques that suit their skin as it is today.”
