Sacheu Beauty, Kerastase, Neutrogena, Estée Lauder and L'Oréal Paris are the beauty brands that have gained the most attention with beauty creators aged over 40 this year.
All five brands experienced a surge in attention – VIT growth – with this group in 2025, according to Traackr’s new Rising Influence #Over40 Beauty report, which explores how creators in this demographic are driving growth across the beauty landscape.
Traackr uses its Brand Vitality Score (VIT) metric to measure the “visibility, impact and trust” of influencer content mentioning a brand, looking at reach of content, engagement generated and quality of content on brand image to assess how it correlates to sales performance.
The number of creators in the over 40 age group posting beauty content on social media has grown 41% year-over-year, with posting frequency up 25%, found the influencer marketing insights firm’s new data.
The beauty brands that have tapped into and championed this age inclusivity authentically with these creators have reaped the rewards.
Brands need to move beyond tokenism. Build genuine partnerships with creators who have proven authority in this space
“Over 40 creators offer three things that are incredibly valuable – expertise, trust and purchasing power,” Olivia Osborne, Social and Creator Marketing Manager at Traackr, told Cosmetics Business.
“Many of these creators have decades of experience with beauty products and have genuinely tried everything, so when they recommend something, it comes with authority.
“These creators have often built deeply engaged, loyal communities because they are solving real problems.
“The over 40 demographic [also] controls significant wealth and makes considered purchasing decisions – they are not impulse buying based on a viral moment.
“They are investing in products that work, and that means higher lifetime value and better retention for brands.
“The brands winning with this audience are those developing and promoting products that address real mature beauty concerns, not just slapping ‘anti-ageing’ on everything.”
The beauty brands that gained strong VIT growth with over 40 beauty creators
Sacheu Beauty gained the largest VIT growth with this creator group this year, achieving a 19,026% rate from January to September 2025.
This is an overall VIT growth of 184% when compared with the same time period last year, found the report.
“Sacheu Beauty saw extraordinary growth,” explained Osborne.
“Instead of focusing on the functional aspects of #over40beauty in skin care, Sacheu Beauty’s cosmetic products are featured as easy and effective ways to upgrade your look – from lip stain oils and liquid eyeshadows, to contour stains.
“Content from #over40 creators range from ‘get ready with me’ (GRWM) [videos] for school pick-ups, to nostalgic humour about side parts and 1990s lip stains.”
Kérastase came in second, achieving a 2,994% VIT growth score with
Not yet a Subscriber?
This is a small extract of the full article which is available ONLY to premium content subscribers. Click below to get premium content on Cosmetics Business.
Subscribe now Already a subscriber? Sign in here.