US Beauty Life Stages: Mature Consumer Report 2023
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Evaluating the consumption patterns, behaviors and attitudes toward the beauty and personal care industry with a focus on women 40+. Carson Kitzmiller, Senior Analyst, Beauty & Personal Care…

US Beauty Life Stages: Mature Consumer Report 2023

£ 3,695 (Excl.Tax)


Stay ahead of the curve and future-proof your business with Mintel’s US Beauty Life Stages: Mature Beauty Market Report 2023. Our full report evaluates the consumption patterns, behaviours and attitudes toward the beauty and personal care industry with a focus on women 40+. Get a 360° view of the market mature beauty market, including a 5-year forecasted growth to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

  • Beauty and personal care product usage of mature women
  • Self-perceived makeup skills and experimentation with BPC looks.
  • An overview of beauty routine activities and frequency compared to 12 months ago.
  • Attitudes and behaviours toward the beauty industry in regards to ‘anti-ageing’ language, embracing the ageing process and more.
  • Attitudes and behaviours toward shopping for beauty products as adults age.

Mature Beauty Market Overview

With women aged 40+ representing a quarter of the US population, their purchasing power and needs about BPC must be heard to keep them engaged. With a greater focus on women’s wellness needs in regards to physical, mental and sexual support, the beauty and personal care market has evolved through segmented product lines that speak to menopausal, feminine hygiene and beyond, while showcasing realistic and older models to promote diversity in advertising and campaigns.

  • Life stage statistics: By 2050, 22% of the world’s population will be aged over 60, almost double the 12% in 2015.

Mature Beauty Trends, Challenges and Opportunities

Changing skin, changing needs

Women aged between 40-60 are experiencing shifts that impact their skin and with that, come new concerns, new needs and for brands, new opportunities. As consumers are seeking new products to help manage their ageing skin needs, brands have an opportunity to support and dismantle age stigmas as well as educate on skincare routines.

  • Mature beauty market trends: 45% of mature beauty consumers would seek advice from a beauty professional.

Keep it simple and convenient 

Even amongst attitudes and behaviours toward experimenting and changing products within the category, keeping application simple and convenient with long-lasting and long-term claims can denote quality, efficacy and provoke extended use.

  • Mature beauty trends: 40% of mature beauty consumers describe their makeup application skills as ‘basic’.

Purchase our US Beauty Life Stages: Mature Beauty Market Report to receive a five-year forecast, consumer behaviour analysis, and recommendations for market opportunities. Readers of this report may also be interested in our US Colour Cosmetics Market Report 2024, or our range of BPC Market Research.

Brands Featured in the Full Report

La Mer, Zara, Ciate, Glossier, Woo Woo, No7, Kindra, Stripes.

Additional Features Included with Your Purchase

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Expert Insights from a BPC Analyst

This report, written by Carson Kitzmiller, a leading research analyst, delivers in-depth commentary and analysis to highlight the mature beauty trends and add expert context to the numbers.

Evaluating the consumption patterns, behaviors and attitudes toward the beauty and personal care industry with a focus on women 40+.

Carson Kitzmiller, Senior Beauty and Personal Care Analyst

Carson Kitzmiller
Senior Analyst

Table of Contents

    • Key issues covered in this Report
  1. Executive Summary

  2. The Market

    • Market context
    • Market drivers
    • Graph 1: Total US retail sales and forecast of facial skincare products, by segment, at current prices, 2017-27
  3. Competitive Strategies & Market opportunities

  4. Consumer Insights

    • Consumer fast facts
    • Consumer segments
    • Graph 2: menstruation status, by age, 2023
    • Product usage
    • Graph 3: female BPC product usage, by age, 2023
    • Graph 4: BPC product usage, 40+, by race and Hispanic origin, 2023
    • Graph 5: female 40+ BPC product usage, by household income (HHI), 2023
    • Skills and experimentation with BPC products
    • Graph 6: self-proclaimed skill level applying color cosmetics and using skincare, by age, 2023
    • Graph 7: self-proclaimed “advanced” skill level, by age and race and Hispanic origin, 2023
    • Graph 8: experimentation with new beauty or skincare products, by age, 2023
    • Beauty routine
    • Graph 9: activities that are part of total beauty routine, by age, 2023
    • Graph 10: seeking advice from a beauty professional (eg Sephora associate), by age, 2023
    • Graph 11: seeking advice from social media, by age, 2023
    • Graph 12: seeking beauty advice from social media as part of beauty routine, by age and race and Hispanic origin, 2023
    • Graph 13: getting professional beauty services compared to one year ago, by age, 2023
    • Graph 14: shopping ONLINE for beauty products compared to a year ago, by age, 2023
    • Graph 15: shopping IN-STORE for beauty products compared to a year ago, by age, 2023
    • Skin goals
    • Graph 16: skin goals (ranked – up to three), females aged 40+, 2023
    • Graph 17: skin goals (any rank – up to three), by age, 2023
    • Makeup goals
    • Graph 18: makeup goals (ranked – up to three), females aged 40+, 2023
    • Graph 19: attitudes toward skin health, by select makeup routine goals – any rank (up to three), age 40+, 2023
    • Graph 20: makeup goals (any rank – up to three), by age, 2023
    • Attitudes toward the beauty industry
    • Graph 21: Embracing the aging process, by age, 2023
    • Graph 22: attitudes toward “anti-aging” and “pro-aging” language, by age, 2023
    • Shopping for beauty products
    • Graph 23: shopping for beauty products, by age, 2023
    • Attitudes toward skin health
    • Graph 24: attitudes toward skin health, by age, 2023
    • Graph 25: BPC product launches that mention “skin barrier,” top BPC categories, 2018-23
    • Graph 26: attitudes toward skin health, by age, 2023
  5. Appendix

    • Graph 27: menstruation status, by age, 2023

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.


Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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