Over-40s beauty searches surge as older consumers seek age-specific advice

Women over 40 are increasingly turning to online searches for beauty guidance tailored to their age, according to new research from AI-powered booking platform Fresha. The analysis of Google trends reveals double- and triple-digit growth for skincare and make-up terms explicitly referencing more mature skin.

Searches for “over 40 beauty” rocketed 525% over the past year, while queries for “women over 40 make-up” climbed 396%. Fresha said the findings point to a growing appetite for beauty advice that recognises how skin changes with age, rather than treating younger skin as the default.

More specific skincare queries also saw substantial gains. Searches for “skincare over 40” surged 391% year on year, reaching around 4,000 searches in the past month. The broader phrase “mature skin make-up” rose 73% annually and attracted roughly 43,000 searches in the same period, suggesting this is moving well beyond a niche beauty conversation.

Fresha beauty expert Danielle Louise said the search patterns reflect a beauty consumer who wants more relevant advice, rather than being told she needs to look younger. The data underscores a shift in how older women approach beauty content, with a clear preference for guidance that addresses their specific needs.