Beauty Brands Captivating Creators Over 40: Insights from Traackr’s Rising Influence Report

Beauty Brands Shine with Over-40 Influencers: A New Era of Inclusivity

In a groundbreaking shift within the beauty industry, brands like Sacheu Beauty, Kérastase, Neutrogena, Estée Lauder, and L’Oréal Paris have captured the spotlight among beauty creators aged over 40 in 2025. According to Traackr’s latest report, Rising Influence #Over40 Beauty, these brands have experienced remarkable growth in visibility and engagement, signaling a significant change in how beauty marketing is approached.

The report reveals a staggering 41% increase in the number of creators over 40 sharing beauty content on social media, with their posting frequency rising by 25% year-over-year. This demographic is not just growing; it’s thriving, and brands that authentically engage with these creators are reaping the rewards.

“Brands need to move beyond tokenism,” emphasizes Olivia Osborne, Social and Creator Marketing Manager at Traackr. “Building genuine partnerships with creators who have proven authority in this space is essential.”

Osborne highlights that creators over 40 bring invaluable expertise, trust, and purchasing power to the table. “They have decades of experience with beauty products and have genuinely tried everything, so when they recommend something, it comes with authority,” she explains. This demographic is known for making thoughtful purchasing decisions rather than impulsive buys, making them a lucrative target for brands.

The Brands Leading the Charge

Sacheu Beauty has emerged as the frontrunner, achieving an astonishing 19,026% growth in Brand Vitality Score (VIT) from January to September 2025. This growth reflects a broader 184% increase compared to the same period last year. “Sacheu Beauty saw extraordinary growth,” Osborne notes, attributing it to the brand’s focus on easy and effective cosmetic solutions rather than just functional skincare.

Kérastase follows closely, boasting a 2,994% VIT growth score, further illustrating the potential of brands that cater to mature beauty concerns authentically.

A Community of Trust and Engagement

The content produced by over-40 creators ranges from relatable “get ready with me” videos to humorous takes on nostalgic beauty trends. This community is not just about beauty; it’s about solving real problems and fostering deep connections with their audiences.

As brands continue to recognize the importance of inclusivity and authenticity, the beauty landscape is poised for a transformative shift. The success of these brands serves as a testament to the power of engaging with a diverse range of voices in the beauty industry.

In a world where age inclusivity is becoming increasingly vital, the future looks bright for both brands and creators who embrace this change.