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Women aged 50+ represent a significant consumer group in the UK, with many reporting notable spending power. According to YouGov Profiles, around one in five women over 55 (18%) say they have a monthly discretionary income of more than £500.
But when it comes to fashion and beauty, do women in this age group feel that their needs are being met? In a recent YouGov Surveys: Serviced study, we explore how women aged 50+ perceive brands in these categories, looking at whether they feel understood, and where they see gaps in areas such as representation, style and product offering.
Majority of women aged 50+ say they feel younger than their actual age, while others say they feel their age or older. Differences in these groups highlight variations in expectations and how women engage with brands.
Brands are not seen as fully understanding women over 50
Perceptions of how well brands understand women aged 50+ are mixed, but more women say brands do not understand them well than say they do. Among those who feel younger than their age, 54% say brands understand people their age not very well or not at all, rising to 58% among those who feel their age or older. By comparison, around a third say brands understand people their age well (32% vs 27%).
These perceptions are reflected in the categories women feel do not meet their needs. Around four in ten say fashion and clothing does not cater to them (39%), compared to fewer who say the same about make-up (17%) or skincare (3%).
Attitudes towards anti-ageing messaging are also varied. Around a quarter say they feel neutral about it (26%), while a third say it feels outdated, negative or unrealistic (33%). Around one in six say they prefer brands that celebrate ageing (16%), and almost one in five say they rarely notice this type of messaging (19%).
What issues do women aged 50+ face with fashion and beauty brands?
When asked about issues with how fashion and beauty brands target this age group, the most commonly cited concern is a lack of models from their age group (45% among those who feel younger vs 39% among those who feel their age or older). Around a third also say brands push stereotypes (34% vs 31%), focus too much on anti-ageing (34% vs 36%), or lack diversity in body shapes (34% vs 35%). In terms of advertising, over four in ten say that seeing people their age would make them more likely to buy from a brand (43%).
Some differences emerge in expectations around style. Women who feel younger than their age are more likely to say designs feel too conservative or “safe” (28% vs 18%) and that there is a lack of stylish or trendy options (28% vs 18%). Overall, only 12% feel there are no issues at all.
What drives fashion and beauty purchasing decisions among women aged 50+
When choosing clothing, skincare, or beauty products, women aged 50+ prioritise functional factors. Product quality (74%) and value for money (70%) are the most commonly cited considerations, followed by fit or suitability (70%) and comfort/ practicality (67%). Whilst functional factors take priority, half of women also value style and design (50%) when it comes to fashion and beauty.
Which categories are growing in interest among women aged 50+
Among women aged 50+, interest in skincare is more likely to have increased over time compared to other categories. Around a third say their interest in skincare has increased compared to 10-15 years ago (45%), compared to fashion (16%) and make-up (11%).
At the same time, approaches to personal style suggest a balance between consistency and gradual change. Around three in ten women say they dress similarly to how they always have (30%), while a similar proportion say their style is mostly practical (31%). Some say their style has evolved, but they experiment less (46%).
Which brands are leading for Consideration among women aged 50+?
When it comes to brands women aged 50+ would consider purchasing from in the next 12 months, well-established and widely accessible names dominate.
Marks & Spencer is the most widely considered brand (70%), followed by Boots (63%). Supermarket retailers such as Tesco (49%) and Sainsbury’s (48%) also feature prominently, alongside Superdrug (45%) and Next (43%).
Some differences emerge across other brands. Women who feel younger than their age are more likely to consider Seasalt Cornwall (30% vs 23%), White Stuff (29% vs 24%), FatFace (27% vs 22%), and Roman (23% vs 16%). They are also more likely to consider Superdrug (47% vs 42%), The Body Shop (22% vs 18%), and ASOS (9% vs 5%).
Overall, women aged 50+ share many common behaviours and priorities, particularly when it comes to product choice, where quality, value, and comfort are key drivers.
At the same time, some differences emerge in areas such as style expectations and brand consideration. Women who feel younger than their age are somewhat more likely to express concerns around conservative design and to consider a broader range of brands.
Methodology:
YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on March 23-25, 2026, with a nationally representative sample of 1,076 adults (aged 50+ years) in Great Britain, using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education, region and social grade and reflect the latest ONS population estimates.