More brands are catering to Generation X, the demographic aged between 40 and 54 years old, who up until recently have largely been overlooked in favor of Millennials. CEW’s Beauty News took a deep dive into the newest launches, identifying which companies are best addressing Gen Xers’ specific skin and hair care needs.

Better Not Younger
Founder: Sonsoles Gonzalez, formerly Pantene’s Global President
Brand positioning: A hair care brand for the 45-plus consumer, Better Not Younger addresses the signs and root causes of aging on hair and scalp.
Product portfolio: Shampoos, conditioners, scalp serums, stylers and ingestibles are infused with essential oils and nutrients that decline in mid-life, especially as a result of hormonal changes. Variants include Volume & Fullness, Repair and Graying & Silver Care, with playful names such as Super Star and Second Chance. The best-selling Superpower Fortifying Hair & Scalp Serum is a leave-in serum designed to strengthen hair follicles; ingredients include caffeine, centella asiatica and niacinamide.
Point of difference: Sonsoles aims address the physiological changes that affect aging hair, inspiring women to feel good about aging, hence the brand’s name.

Kindra
Brand positioning: Debuted by Procter & Gamble, Kindra’s estrogen-free products aim to relieve symptoms of menopause, including hot flashes, mood swings and vaginal dryness. Products are available without a prescription, and target women who are not eligible for hormone replacement therapy [HRT], or are concerned about HRT side effects.
Product portfolio: Kindra Core Dietary Supplement consists of ingredients such as French maritime pine bark extract and ashwagandha extract that are formulated to help manage hot flashes, night sweats, disrupted sleep, brain fog and mood swings. Other products include lotions and dietary supplements, such as The Daily Vaginal Lotion & Applicator, Sleep Enhancing Dietary Supplement and Energy Boosting Dietary Supplement. All supplements are gluten-free, non-GMO and vegan.
Point of difference: The direct-to-consumer brand is designed to be more accessible than prescription remedies, and aims to build a supportive community and offer resources for managing menopause.

Iris & Romeo
Brand positioning: Iris & Romeo speaks to the changing stages in life after 40 when skin is on the drier side, and women are too busy for an eight-step skin routine. The brand offers multifunctional, all-in-one, toxin-free skin care and natural-looking makeup products.
Product portfolio: Best Skin Days 5-in-1 Skincare + Dewy Coverage Broad Spectrum SPF 25 is a serum, moisturizer, sheer coverage, sunscreen and blue light/pollution protector that gives natural coverage and a dewy finish in five shades. Power Peptide Lip Balm is a 3-in-1 buttery balm and hydrating treatment with buildable color.
Point of difference: Iris & Romeo’s mission is for women to feel comfortable in their own skin, the ultimate beauty ingredient.

Pause Well Aging
Founder: Rochelle Weitzner, former CEO, Erno Laszlo
Brand positioning: Pause Well Aging is skin care for the three stages of menopause: perimenopause, menopause and post-menopause. The brand focuses on Well-Aging, and a scientifically-driven approach to menopause and its effects on the skin.
Product portfolio: The brand’s Pause Complex, which is part of all the products, is a fusion of vitamins, antioxidants and peptides that help fuel collagen production and diminish the signs of skin aging. Collagen Boosting Moisturizer tightens facial contours, increases skin density and improves elasticity to estrogen-deprived skin. The Fascia Stimulating Tool uses gentle massage to help stimulate collagen production and improve skin tone and texture. Flash Cooling Mist provides relief during a hot flash.
Point of difference: Pause Well Aging is about pro-aging, giving women resources to adapt to the ‘new normal’ of menopause. The Connect the Dots blog provides articles, stories and lifestyle features reflecting the brand’s tagline: ‘Pause. Learn. Laugh’.

Meg’s Menopause
Founder: Meg Mathews, a former music manager
Brand positioning: Meg’s Menopause is a range of intimate beauty, skin and facial products that address the needs of menopausal women. London-based Meg had a tough experience during menopause and embarked on a mission to relieve other women from a similar experience.
Product portfolio: The brand’s hero product is Meno Blend, a vanilla-flavored vitamin, mineral and superfood supplement containing calcium, vitamin C and a vitamin B complex that strengthens bones, stimulates collagen, reduces fatigue and regulates hormones. The Balm Blossom Intimate Skin Moisturizer keeps intimate skin hydrated and moisturized with vegan-approved ingredients. Rosey Rain Cooling Spray is a facial spray that helps with hot flushes. S.W.A.L.K Hyaluronic Acid Serum is designed to provide a boost of hydration.
Point of difference: Megsmenopause.com aims to do away with the stigma surrounding menopause by offering resources, expert advice, vlogs and tips on empowering women. Topics covered include the years leading up to menopause, post-menopausal sex, and the power of mindfulness.

L’Oréal Paris
Brand positioning: L’Oréal Paris Age Perfect Cosmetics is designed for women over 50. The collection, which features over 100 SKUs across ten different product types, includes serum concealers, foundations, blush and lipsticks, and is formulated with vitamins and minerals for the needs of the 50-plus consumer.
Product portfolio: Anti-Feathering Lip Liner is formulated for mature skin to shape and define lips. Radiant Serum Foundation with SPF 50 combines the benefits of a foundation with hydration and sun protection.
Point of difference: Founded on similar principles to L’Oréal Paris Age Perfect Skincare, Age Perfect Cosmetics is adapted to address a breadth of changing needs including skin type, age, climate and menopause.