How 3 Gen X beauty founders are fighting for midlife visibility

By Jo Allen 16-Jun-2022

Often labelled as the 'forgotten generation', Gen X is now being targeted by powerhouse female entrepreneurs who want to empower them

 Credit: Willowberry

Credit: Willowberry


This article was originally published in the June issue of Cosmetics Business Trend Report


A cohort that is becoming known for its resilience, tenacity, adaptability - and entrepreneurial prowess - Gen X is finally turning corporate heads.

Research published in the Journal of Business Venturing and Inc. found that those who start a business in their 50s are almost twice as likely to be extremely successful than founders in their 30s, and those in their 40s were more than twice as likely to found a successful start-up as 25- year-olds.

Meanwhile, Forbes, which launched its first ‘50 over 50’ list in 2021, has declared that 50-plus women are ‘the new entrepreneurial superpower’.

This is especially visible in the beauty industry, which in recent years has seen dozens of start-ups launched by Gen X women achieve rapid and considerable success. What they share in common is that they are meeting the needs of their own underserved generation by connecting and resonating with midlife women in new ways.

Accompanying the rise of these brands is a call for change from their founders: a shout for older women to be heard and seen in beauty.

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Here, Cosmetics Business spotlights three powerhouse founders who are speaking out and fighting stigmas with a mission to help change the way that the industry caters for older women, and make the forgotten generation feel visible again.

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