The beauty industry is obsessed with youthfulness, but with only 3% of women over 40 using make-up to look younger, they’re finding it difficult to relate to many brands. Can Beauty Dossier inspire them to break out of their beauty rut with an online course tailored to a mature market?

Women over 45 account for 41% of spending on cosmetics and toiletries. For these women, beauty is an investment, and they are prepared to pay for it. But the majority of products fail to target the issues women face as they grow older. So just what are beauty brands missing?

One in ten women over the age of 45 are worried about getting old. But while they're wealthy and eager to spend, beauty brands often don’t make the most of this market. In the absence of big players, niche brands armed with social media are putting older women back in the limelight.

The sun-kissed look that tanning products now provide is far from the streaky mess that used to be associated with ‘faking it’. Self-tanning is on the rise – sales of oils, moisturisers and lotions increased 39% between 2015 and 2016 – but why are people opting to get their glow from a bottle?