A growing number of individuals over 50 are focusing on aligning their appearance with how they feel, according to experts. A recent report from Contour Clinics reveals that those aged 65 and older spend an average of $2,735 annually on skincare and beauty products. Meanwhile, individuals aged 55 to 64 spend about $2,459. Notably, the highest spenders are those aged 44 to 54, who allocate approximately $3,900 each year, surpassing even Millennials and Gen Z.

Sunscreen and SPF products are the most popular purchases, with 85.8% of respondents across all age groups investing in them. Other significant expenditures include skincare items such as cleansers, serums, and moisturizers, as well as makeup. The report also highlights a trend toward treatments with lasting benefits. About 26% of those aged 55 to 64 and 16% of those 65 and older reported booking facials or skin treatments. Additionally, 10.8% of the younger group and 7.4% of the older group are exploring "longevity therapies."

Tina, a 61-year-old from Sydney, emphasizes the importance of sunscreen in her daily routine. After her divorce, she had limited resources but made sunscreen a priority. "I use it every day ... I'll use it like a makeup," she said. Tina has recently increased her beauty spending to over $20,000, which includes facelift surgery and an eye lift. She noted that the sagging skin around her jowls made her feel older than she is. "Most 61-year-olds, you know, I think our bodies and our attitudes are more like 40 or 50-year-olds," she added.

Catherine Cervasio, a skincare expert, believes that many women spend significantly more than the average of $2,735 on beauty products and treatments. "Taking pride in our appearance is always in fashion and I can't see that changing anytime soon," she stated. She argues that beauty services like micro-needling and hydra facials are essential for women over 50, as skin loses its ability to retain moisture and shows signs of aging.

Dr. Mark Kohout, a plastic surgeon in Sydney, has observed a rise in patients seeking cosmetic procedures. He attributes this trend to the perception that "60 is the new 40, and 70 is the new 50." He noted that people are increasingly aware of aging and are exploring various options to mitigate its effects. "All these things that go into making you better, live better, live longer, but live healthier, it's all to do with the same wellness trend," he explained.

The report also indicates that women are more likely to seek professional beauty or skin treatments, with 52% of women booking appointments compared to 36% of men. However, men tend to visit beauty professionals more frequently, with 6% booking weekly appointments compared to 1.5% of women.

This trend of looking as youthful as one feels is reflected in the lives of many celebrities. For instance, actress Demi Moore, 62, and Australian entertainment reporter Angela Bishop, 58, have both maintained youthful appearances. While both have denied undergoing facial procedures, Bishop has credited her weight loss transformation to lifestyle changes, including giving up energy drinks.