The beauty industry in 2025 is undergoing a significant transformation, with a focus on meeting consumers where they are in terms of their specific beauty and wellness needs. No longer just centered around anti-aging goals, beauty brands are now catering to individuals at every life stage, from puberty to menopause. This shift towards a more diverse and specific approach is driven by the increasing demand from consumers for products that address their precise concerns.
Beauty reporter and Gloss Angeles podcast host Kirbie Johnson highlights this trend, noting that brands are moving away from generic “anti-aging” messaging to more targeted references such as pre- or post-menopausal skin. This shift is reflective of a broader market expansion, with menopausal and pregnancy-care markets projected to grow significantly in the coming years.
Influencers of all ages are playing a crucial role in educating consumers about aging and the evolving beauty industry landscape. From 13-year-old TikTok creator Evelyn Unruh to 63-year-old influencer Gym Tan, individuals of all ages are sharing their skincare and makeup tips, helping followers navigate the vast array of products available to address their specific concerns.
One area that has seen significant growth is in the menopause and perimenopause space. Several menopause-focused beauty brands have emerged, offering products that go beyond traditional anti-aging skincare to address issues such as vaginal dryness, low libido, and hot flashes. Established brands like No7 and Prai Beauty have also introduced product lines tailored specifically for menopausal skin.
In addition to targeted skincare for menopause, brands like Sarah Creal Beauty are reshaping the narrative around aging. With cheeky product names and formulations designed to enhance the natural beauty of mature skin, these brands are challenging the misconception that beauty stops being fun as we age.
Younger generations are also benefiting from this shift towards more targeted beauty offerings. Brands like Starface and Bubble are normalizing teen acne and providing gentle yet effective skincare solutions for adolescents and young adults. Meanwhile, individuals in their 20s and 30s are finding products that address a range of concerns, from period acne to emerging wrinkles and under-eye puffiness.
Overall, the beauty industry in 2025 is embracing diversity, specificity, and inclusivity, ensuring that individuals at every life stage have access to products that meet their unique beauty and wellness needs. From puberty to menopause, the beauty industry is evolving to cater to a more diverse and informed consumer base. Sofie Pavitt, a renowned esthetician, has recently launched her own skincare line specifically tailored for adults who are prone to acne. Compared to popular brands like Proactive, Pavitt’s line is seen as a more elevated and effective solution for acne-prone skin. On the other hand, the “face yoga” app Luvly offers personalized advice on using beauty products based on different menstrual cycle phases, catering to the specific needs of women’s skin during hormonal changes.
In January 2025, Bliss is set to reposition itself as a skincare line targeting “elder millennials,” according to Sara Mitzner, vice president of brand marketing at AS Beauty Group, which includes Bliss in its portfolio. While the details of the repositioning are still under wraps, the products are said to address the unique needs of individuals in this life stage. Mitzner emphasizes the importance of brands catering to specific demographics rather than trying to be everything to everybody, as consumers seek products that are truly tailored to their needs.
Beauty brands are evolving to embrace and celebrate the different stages of life, moving away from the traditional approach of concealing imperfections and instead focusing on embracing change. This shift towards inclusivity and positivity in the beauty industry is a welcome change, as more brands are acknowledging and supporting consumers through their unique skincare journeys.
It is important to note that while beauty brands may not be able to address every individual concern, the changing landscape of the industry shows promise in catering to a wider range of needs and promoting self-acceptance. By embracing diversity and celebrating individuality, beauty brands are helping consumers feel acknowledged and empowered in their skincare routines.
