International launches

According to Mintel Leap, Mintel’s generative AI tool, some of the more interesting new anti-aeging trends focus on the ‘skinification’ of makeup, with an emphasis on incorporating skincare benefits into makeup products. Anti-ageing makeup is leading this trend, particularly with the use of antioxidants.

While anti-ageing NPD is plentiful, in some regions there has been a shift in the beauty industry regarding this, reflecting a focus on natural ingredients and transparency. The Body Shop has taken a stand against ageism, saying it will no longer discuss and promote anti-ageing in its marketing. This aligns with a broader industry trend of moving towards pro-ageing rather than anti-ageing messaging. In EMEA, there is an opportunity for products designed to help women navigate hormonal changes, particularly during menopause.

In South Korea, Sulwhasoo’s The Ultimate S Cream erases the signs of ageing by lifting hidden facial angles around the crow’s feet (1.9°), cheeks (1.5°), mouth corners (1.6°) and jawline (2.0°) by a total of 7°. It comes in a refillable pot inspired by the traditional Korean moon jar. It is formulated with Ginseng Berry SR (with anti-inflammatory syringaresinol) using a proprietary incubating process to boost its anti-ageing properties. It elevates the skincare experience by tapping into tradition; namely by adopting the instantly recognisable moon jar design and by using ginseng (one of the most iconic Korean herbs). 

In China, the She Log Matsutake firming anti-wrinkle multi-cream facial mask comprises two separate sheets (for the upper and lower part of the face), each with a different formula that addresses the specific needs of the facial area. The upper face mask features 6% matsutake mushroom extract to boost collagen production and firm the cheeks area. While the lower face mask contains Tri-A-Pro, composed of matsutake, psoralen and ergothioneine (a compound found in mushrooms), to gently smooth wrinkles, lift the facial contour and firm the jawline.

In the USA, Tarte Maracuja Juicy Lip Crème is said to be a gloss and hydrating treatment lipstick that delivers ultra-creamy, medium-coverage colour and contains acerola and acai, which are rich in antioxidants, to promote elasticity. Ingredients include grapeseed oil known for anti-ageing properties, Goji which promotes collagen production and moisturises, acerola which is rich in antioxidants to promote elasticity and cranberry antioxidant-rich and anti-ageing properties.