The beauty industry has undergone considerable change since the mid-2010s, moving away from a polished towards a more realistic and inclusive image. And with older women seeking better representation, there’s a gradual shift away from ‘anti-ageing’ messaging and toward ‘pro-ageing’.

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.

Body positivity began as an inclusive movement, but is now dominated by curvy, white women who fit traditional beauty structures. In what ways does the concept of ‘body neutrality’ differ to promote positive self-perceptions? And how can brands help break the cycle of self-hatred?