A recent international survey by skincare brand Wrinkles Schminkles reveals that women across the U.S., U.K., and Australia are ready to move past the term “anti-aging.” The study, which polled over 1,500 women aged 20 to 70, shows a clear desire for more empowering and inclusive language around aging.
While many respondents still prioritise skincare to maintain healthy, radiant complexions, they expressed discomfort with the narrative of constantly fighting the aging process. In fact, the majority preferred a more positive approach, which embraces aging rather than resists it.
According to the data, 84% of American women, 88% of Australian women, and 88% of British women want to see the term “anti-aging” eliminated entirely. A significant number, 59% in the U.S., 64% in Australia, and 57% in the U.K, acknowledge that while aging can bring unwelcome changes, they see it as a natural and inevitable part of life.
Despite this acceptance, many still feel pressure to appear younger, with over half reporting that they feel they must actively fight signs of aging. Yet, an overwhelming majority of around 70% in all three countries believe beauty brands should adopt more affirming language.
Beauty industry professionals are now being encouraged to rethink their messaging. As skincare expert Claudia Fabian points out, terms like “age-honouring,” “skin-loving,” “skin health,” and “skin-boosting” offer more supportive alternatives.
Today, consumers are no longer interested in battling time. Instead, they’re calling for a shift in the way aging is discussed, where they celebrate skin at every stage of life. For spas, salons, and skincare brands, it may be time to update the conversation.
