The cosmetics industry is shifting away from anti-ageing claims towards a more positive approach to ageing. Consumers now seek a “pro-ageing” philosophy that prioritizes looking healthy over looking younger. Brands are embracing a new vocabulary centered on renewal, regeneration, and glow to align with this shift. Beauty is evolving to encompass overall well-being, lifestyle, and quality of life, emphasizing tonicity, elegance, and silhouette preservation.