What to expect from anti-ageing in 2018 and beyond

Efficacious products using natural ingredients and which eschew targeting very specific consumer demographics are poised to take the beauty industry by storm

Roziani Zulkifli

Despite growing positivity around the term 'ageing', products promising to help us retain our youthful looks remain popular. But with demand for anti-ageing skin care from younger and younger consumers, and older generations embracing healthier lifestyles, it is difficult to target specific demographics.

Roziani Zulkifli, Exhibition Manager at in-cosmetics Global, discusses this and other anti-ageing consumer trends for 2018, and looks at the ingredients that are meeting their needs.


Anti-ageing is far from a new concept. In fact, it’s been a beauty by-word since the 1980s when it was coined by an advertising exec in a bid to sell cosmetic products to ‘older’ women.

It was subsequently banned by the Advertising standards Authority (ASA) in certain spaces just over ten years ago when the industry cottoned on to the notion that it was physically impossible to stop the passage of time.

Irrespective of this, however, the popularity of anti-ageing products continues. According to a report by Zion Market Research in 2017, the global anti-ageing market was valued at US$140.3bn in 2015 and is expected to hit $216.52bn by 2021, growing at a CAGR of 7.5% between 2016 and 2021.

Such huge growth is to be expected given the growing ageing population worldwide. And with the research science behind these products better than ever, people are becoming more accepting of the industry. As a result, anti-ageing continues to be a major force in all beauty categories, particularly skin care.

However, in the last few years, new demographic groups buying into the benefits of anti-ageing products have emerged, opening a whole new market segment for cosmetics manufacturers.

While those born between 1946 and 1964 are still the biggest consumers of these products, other groups, including generation X and Y are expected to fuel the industry in the future.

Indeed, in 2017, leading . . .

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