Embracing Change in Beauty for a New Generation
After decades of experience creating beauty products for renowned brands such as Aveda, Laura Mercier, and Perricone MD, industry veteran Liz Martin is stepping out on her own with a fresh perspective. In 2024, she launched Myne Beauty, a brand aimed at empowering and catering specifically to those in the 50-and-older demographic. With an initial offering of a hydrating serum priced at $49 and a night cream at $48—both infused with essential ingredients like retinol, vitamin C, and peptides—Myne Beauty is redefining what it means to care for mature skin. This venture illustrates Martin’s commitment to addressing long-overlooked needs in the beauty market.
As society has recently begun to spotlight the challenges and experiences associated with aging, particularly during the pandemic, Martin has seized the opportunity to shift the narrative surrounding beauty and menopause. “Five years ago, few companies were focusing on Baby Boomers and Gen X consumers,” she noted. “Then, menopause became a pivotal topic, and women found themselves being defined by it.” With Myne, Martin aims to inject positivity and confidence back into these conversations. She believes that aging and its associated challenges, like menopause, should not define women; instead, they should have access to products that cater to their specific needs.
The latest addition to Myne’s product line embodies this vision. Named the Haute Flash Creamy Cheek + Lip, this versatile cream tint comes in four vibrant shades of red, pink, and purple, retailing for $38 on both the brand’s website and Amazon. With the inclusion of vitamins E and F, the product is not only designed for aesthetics but also promotes skin health. The compact features a 5x magnified mirror, specifically crafted for the convenience of those who might find it difficult to apply makeup in traditional mirrors, thus enhancing confidence during public touch-ups.
Martin emphasizes that accessibility and ease of use are key considerations for her target demographic. “When you’re over 50 and out and about, touching up lips or blush can be a challenge,” she said. “Often, you can’t see yourself well in small compacts.” By prioritizing usability, Myne Beauty empowers women to feel good about themselves without the hassle of additional readers or lighting. This thoughtful approach signifies a deeper understanding of the unique obstacles faced by older consumers in maintaining their beauty routines.
While the company has not disclosed specific sales projections for its latest launch, industry insiders speculate that Myne could generate around $1 million in its first year, bolstered by its three-core product offerings. Such potential is particularly significant given that the Gen X beauty consumer holds considerable spending power yet has historically been overlooked by the industry. Brands like Myne and All Golden, founded by Sarah Kugelman, are quickly emerging to serve this financial and emotional landscape, addressing the needs of an oft-ignored demographic in tangible, meaningful ways.
As Martin puts it, “I want to have a sense of humor about aging. It should be a celebration, not a problem.” This perspective shifts the focus from merely fixing perceived flaws, such as lines and wrinkles, to embracing beauty at every stage of life. The conversation surrounding aging in beauty is evolving, and with Myne Beauty, Martin hopes to solidify a brand identity that champions women over 50, reinforcing the notion that they are deserving of innovative, empowering products that celebrate their beauty rather than diminish it.