Insights / Perspectives

The Anti-Anti-Aging Movement: What It Means for Beauty Packaging

“Anti-Aging,” “Age-Reversing,” “Younger-Looking.” For decades, the beauty industry positioned products around helping consumers fight the signs and effects of aging. But over the past several years, there has been backlash around anti-aging messaging as consumers embraced body positivity and inclusivity. Today, there is yet another shift — this time toward a focus on well-aging and longevity. According to GlobalData, “Brands are recognizing longevity is not just about anti-aging but extends to overall vitality, wellbeing, and prevention.” This shift means beauty brands must rethink how they communicate and design packaging — moving away from defensive anti-aging cues toward proactive, positive longevity-led solutions.

The population is aging due to increasing life expectancy and declining birth rates. According to the World Health Organization, the proportion of the world’s population over the age of 60 will nearly double between 2015 and 2050, growing from 12% to 22%. As consumers live longer, their attitudes toward aging are evolving. People don’t just want to live longer; they want to live healthier and feel and look better longer, narrowing the healthspan-lifespan gap. A recent McKinsey survey found that more than 60% of consumers consider it “very” or “extremely” important to purchase products that help with healthy aging and longevity.

People are changing their behaviors and focusing more on prevention vs treatment, including younger consumers. Euromonitor notes, “Facing longer life prospects, younger generations are embracing longevity-first wellness aspirations. Future proofing health among the young entails leveraging entry-level longevity concepts that address short-term health considerations with the benefit of long-term habit building.” Consumers are starting beauty care routines earlier in life and adopting a more holistic approach that focuses on mental, physical, and emotional wellness.

For packaging leaders, these demographic and cultural shifts translate into new design imperatives. So, what does this focus on longevity and healthy aging mean for packaging? There are a few things beauty care brands can do to embrace the well-aging movement and attract consumers:

Adopt Positive Messaging

The first step is shifting how beauty brands talk about aging — moving from defensive, problem-focused language toward messaging that celebrates vitality and longevity. Mintel data shows an increase in North American product launches that promote “well-ageing,” signaling a shift away from anti-aging messaging and mindsets. Beauty brands must take note of this age-positive mindset when developing and marketing products for older consumers. For example, brand design that uses sensitive, positive terminology like "collagen supporting” or 'barrier building" instead of "wrinkle repair” or “age reversing.” In addition, brands can elevate basic claims to be more relevant to longevity-led concepts through medical endorsements, certifications, and expert recommendations that add substantiation and credibility. Unilever’s Dove Age Embrace line illustrates this shift: designed specifically for mature skin, it pairs inclusive, age-positive language with packaging and messaging that celebrate care rather than correction.

Photo Credit: Dove

Design for Accessibility

Beyond messaging, packaging functionality plays a critical role in supporting aging consumers and ensuring that wellness-led products are truly inclusive. Accessible and inclusive design can appeal to aging consumers who commonly experience conditions such as chronic pain, arthritis, or dexterity challenges. This includes ergonomic container shapes, easy-grip caps, and packaging that is easy to open, close, and dispense. These features can be essential in creating a positive user experience. Ergonomic solutions that enable seniors to utilize the stronger parts of their hands - such as palms or power-grasp fist positions - can differentiate your brand from the competition and drive brand loyalty. Larger font sizes and tactile markings can also help visually impaired consumers quickly find their product and understand its well-aging benefits and attributes. A standout example is Tilt Beauty, the first cosmetics brand to earn the National Arthritis Foundation’s Ease of Use Certification. Its ergonomic packaging demonstrates how accessible design can become a differentiator and a driver of loyalty.

Photo Credit: Tilt Beauty

Embrace Clean Labeling

Clarity doesn’t stop at functionality; it also extends to how information is communicated. Clean, minimalist labeling has become central to winning consumer trust in wellness-driven categories. According to Euromonitor, “one of the dominant trends in the wellness space has been an emphasis on products with as few additional ingredients as possible.” Minimalist design that embraces a simple, subdued, and uncluttered aesthetic is often associated with premium or “clean” products that use higher quality or fewer ingredients. Beauty brands must reject the urge to incorporate too many claims and visuals on the front of their package. Less is more when communicating wellness. The Sarah Creal line, formulated for women over 40, embraces this principle with minimalist yet luxurious packaging that communicates quality and clarity without overwhelming the consumer.

Photo Credit: Sarah Creal Beauty

Commit to Sustainability

Finally, true longevity must extend beyond the individual. Sustainable packaging bridges wellness and environmental responsibility, enabling brands to support healthy consumers in a healthy world. With conscious beauty going mainstream, sustainability is no longer the alternative but the prime choice. Consumers want eco-friendly products and packaging that support both people and planet for years to come. Environmentally responsible solutions can include recyclability, recycled content, component reduction (and lightweighting), refill systems, and more. Fig.1 Skincare exemplifies this approach by using Berlin Packaging’s Airglass collection of refillable, airless jars and bottles — combining sustainability with a premium, user-friendly experience.

Photo Credit: Fig.1 Beauty

The anti-anti-aging movement is more than a cultural shift; it’s a signal that beauty brands must rethink how they communicate and design packaging. By adopting positive messaging, designing for accessibility, embracing clean labeling, and committing to sustainability, brands can align with evolving consumer expectations around wellness and longevity. Brand leaders who act now will future-proof their businesses; those who delay risk losing relevance in a longevity-driven market.

By: Moira Stein
Date: September 11, 2025