All sorts of stigmas are being broken in today's beauty industry, but the needs of menopausal women are often ignored. Absent in ads and lacking products for their changing skin and hair, these women are now pushing brands to step up and address this ‘last taboo’ without any sugar-coating.

Thanks to brands like Pantene, older beauty consumers are gaining more recognition - but some people are being left behind. Despite the fact that the over-50 Latinx community spends a lot on beauty and wants to keep up with trends, they don’t feel accurately represented in beauty marketing.

Pantene has launched a campaign that subverts traditional beauty norms by focusing on the charm of grey hair. In the face of an aging global population, brands have a chance to not only accept signs of aging that have traditionally been considered undesirable, but to embrace and celebrate them.

Catering to middle-aged and older women, Better Not Younger’s approach to haircare has cemented them as the leaders in “gray” beauty. Historically overlooked, brands are stepping up to offer female Gen Xers, Boomers, and Seniors what they want: representation and products that work.