Age-neutral beauty grew 51% in one year. Discover how brands like Rare Beauty are winning by designing with time, not against it—and why control became the new luxury.

When Rare Beauty launched an accessible perfume bottle in July 2025, something unexpected happened. Within weeks, conversations around "accessible products" exploded—growing 130 times larger than the month before.

The bottle wasn't revolutionary tech. It was just easier to open for people with limited hand strength. But that design choice sent a signal: beauty could work with bodies as they age, not just promise to freeze them in time.

That moment marked a shift the data had been tracking for months. According to Winnin Intelligence's analysis of 900,000+ videos across TikTok, YouTube, and Instagram, makeup for mature skin and age-neutral design content grew 51% year-over-year, generating over 660 million views.

Beauty is entering a new era—one where relevance isn't measured by anti-aging promises, but by how well products evolve with the people who use them.

Download Winnin’s new Cultural Intelligence Report — The Paradox of Age — and uncover four non-obvious truths that are rewriting the rules for finance, beauty, wellness, and consumer goods worldwide.

The Cultural Shift: From "Anti" to "Also"

The language isn't replacing—it's expanding. "Anti-aging" still drives massive search volume and engagement, but now it shares space with "pro-longevity." They're not competing philosophies. They're two ends of the same spectrum.

Some people want to resist time. Others want to navigate it. Most want both, depending on the day, the product, or the moment.

Winnin's behavioral data shows audiences across generations—from collagen teens to grandmacore creators—converging around one core desire: feeling like yourself, for longer. Not looking 25 forever. Not chasing someone else's standard. Just maintaining agency over how you present yourself as your body changes.

That's the cultural unlock: longevity isn't tied to age. It's tied to control. And the brands giving people that control—whether through anti-aging serums, age-neutral design, or education—are the ones earning attention and loyalty across the entire spectrum.

Why Rare Beauty's Bottle Wasn't Just About Packaging

The accessible perfume bottle became a case study overnight because it proved something marketers have suspected but struggled to quantify: empathy converts.

In an attention economy built on meaning, design that solves real problems doesn't just function—it connects. And connection, increasingly, is what drives purchase decisions.

Rare Beauty didn't position the bottle as "for seniors" or "for people with arthritis." They just made it easier to use. The result? A 130x spike in relevance and a surge of organic advocacy from people who finally felt seen by a beauty brand.

That's age-neutral design in action: inclusive without being exclusionary, functional without being clinical.

Biohacking Beauty: Control as the New Status Symbol

Longevity culture has redefined luxury. It's no longer about premium ingredients or heritage branding. It's about precision.

Smart rings. Glycemic tracking. Superfood-based skincare. PDRN serums (which grew 6,000% in relevance over the past year). NAD+ supplements (up 200%). These aren't fringe trends—they're part of a larger behavior shift where people want measurable, data-backed results.

Beauty is merging with wellness and biohacking. The new luxury customer doesn't just want a serum that "brightens." They want to understand how it works, why it works, and ideally, see proof that it's working.

Control—over outcomes, over routines, over aging itself—has become the ultimate form of beauty aspiration.

What This Means for Beauty Brands

The opportunity isn't in chasing youth. It's in designing systems that age well. Here's what that looks like in practice:

Stop selling perfection. Start enabling performance.

Consistency builds trust more than transformation promises ever will. Brands that help people maintain their routines—through accessible design, simple formulations, or educational content—are building long-term loyalty.

Design for real bodies, not idealized ones.

Longevity lives in the details: packaging that's easier to grip, textures that work on mature skin, shades that consider how skin tone shifts over time. Small design choices signal whether a brand actually understands aging or just markets to it.

Blend beauty, wellness, and data.

Relevance in 2025 depends on results. Brands that can show—through science, testimonials, or transparent ingredient education—that their products deliver measurable impact will win the attention (and the dollars) of longevity-minded consumers.

The Bottom Line: Beauty That Understands Time

The future of beauty belongs to brands that stop fighting time and start designing with it.

Age-neutral beauty isn't a niche—it's a growth engine. And the brands capturing that growth are the ones reading behavior, not demographics, and using cultural intelligence to create products that evolve alongside their audiences.

Download Winnin Intelligence's full Longevity Cultural Report to see how behavioral data is reshaping beauty—and which emerging trends you should position on before competitors do.