Better Aging is the new beauty trend
Longevity, Authenticity, Innovation
If sustainability is no longer a trend but a standard, and innovation follows the principle of “effectiveness with responsibility,” the focus shifts from the pursuit of eternal youth (Anti-Aging) to prolonging the period in which a person lives in a healthy, vital and active way — the so-called Better Aging. While AI-based tools are revolutionizing skincare, new generations of actives such as exosomes, algae and mushroom extracts, or mineral antioxidants mark the next step in dermatological research. Here are some trends to watch in the near future.
GRANNYCORE
According
to BeautyMatter, the new superstars of beauty are glamorous grandmothers. Women
who exude confidence, charisma, and the allure of those who have lived through
many seasons. Beauty brands increasingly choose over-60 stars and celebrities
as ambassadors — from L’Oréal to Estée Lauder — embracing multi-generational
storytelling and key themes such as longevity.
For years, aging was something to fight, obscure, hide or correct. Now, a new cultural archetype has taken hold in beauty: the glamorous grandmother. An older woman who is self-assured, elegant, culturally fluent, and often has better skin, better lines, and a wider audience than the 24-year-olds trying to go viral. In beauty, fashion, and media, older women are being reconsidered not as background characters but as the new protagonists of a world that has replaced the quest for eternal youth with something far more meaningful: timeless allure, seasoned charisma, experiential authority, and the charm of women who have lived long enough to know exactly who they are.
FACE
TAPING
In ancient
Egypt, patches, oils, clays, and facial massages were part of daily life. In
India, Ayurveda interpreted the face as a map of the body and used touch to
rebalance the doshas — the flow of energy. In China, gua sha stimulated skin
vitality, while in the Greco-Roman world, treatments with oils and
milk-and-honey masks were rituals of harmony.
Today,
science confirms these intuitions: a study conducted in South Korea and
published in 2025 in Aesthetic Medicine confirmed the effectiveness of
touch. Applying kinesio tape to the face three times a week for four weeks led
to a reduction in nasolabial wrinkles in 80% of participants, along with
improved texture and muscular support.
Leading this trend is the skincare brand Lyfta. Harnessing the power of beauty taping, the brand has created pre-cut, easy-to-apply patches made from a gentle tape with hypoallergenic, latex-free adhesive that works on targeted areas. “In an era dominated by filters, fillers, and shortcuts, face taping doesn’t freeze expression — it supports it. Our vision is a functional rituality, where it’s not about correcting but about listening to the skin, learning your own face, and awakening its natural vitality,” explains Marta Zanotti, founder of Lyfta.
TANTOURING
It’s
blowing up across social media, influencers, and celebrities, and promises to
redefine the very idea of sunkissed skin: we’re talking about self-tanner
contouring, or tantouring. Derived from “tanning” and “contouring,”
tantouring combines the sculpting effect of makeup with the longevity of
sun-free tanning.
Whether
it’s defining cheekbones, slimming the nose, sculpting abs, or adding subtle
details like faux freckles on the face and décolleté, the goal is always the
same: creating a semi-permanent play of light and shadow that recreates a
sun-kissed effect in any season.
On TikTok,
the hashtag #selftan exceeds 119,000 posts, and stars like Miley Cyrus
and Dua Lipa showcase it in their most iconic looks.
SKINIMALISM,
UNDETECTABLE FACE, AI
According
to Rigana, an Austrian pioneer in fresh cosmetics and dietary supplements, the
beauty keyword will be: less is more — but smarter. Green light to
hybrid products that merge the virtues of makeup with those of skincare,
combining effectiveness and simplicity.
Multi-purpose
products that align with a conscious lifestyle focused on quality and
performance. Moving away from ideals of perfection, beauty is shifting toward
individual authenticity and natural freshness.
The
“Undetectable Face” look relies on smooth, plumped skin achieved through gentle
methods and barrier-strengthening products that support natural glow.
The new era
of beauty is defined by tailor-made solutions that definitively replace the
“one size fits all” approach. Supporting advanced skin care are new
technologies and AI-based tools that identify what the skin truly needs and
recommend ideal combinations.
