Older consumers are no longer peripheral to beauty in China. They are becoming one of the category’s most important forces for demand, relevance, and long-term growth. For a long time, beauty in China was marketed as a young person’s game. Product launches, campaign language, platform strategies, and influencer ecosystems all revolved around youth, speed, and trend turnover. The industry focused heavily on what was new, what was viral, and what appealed to younger shoppers. T