Salma Hayek, Caroline of Monaco, Helen Mirren, Emma Thompson: these are only a few of the celebrities that in the recent months, with the lockdown and the closure of hair salons as contributing factors, have shown off their white hair. An unquestionably trendy attitude, celebrated on social media with more and more women over 50 and 60 proud to reveal their most natural look.

Instead of saying that beauty has no age, today we can affirm that each age is beautiful in their own way, and we can always feel proud of our look. An awareness that is a consequence of the increasing number of inclusivity and self-acceptance trends: the mature woman does not try to resemble the stereotyped beauty standards anymore, but shows herself as she is. She no more needs to cover up the signs of time to be accepted, but she proudly displays the course of nature on her body. Why spend time trying to hide white hair and wrinkles when life could still offer you thousands of opportunities and emotions?

Today, the number of people over 65 is increasing: from a United Nations report emerges that in 2019 there were 700 million elderly around the world, and the better living conditions, the increasing economic possibilities and the attention to a healthy lifestyle will lead to a doubling of the number of over-65s by 2050. Only in Italy, the oldest country in Europe, the percentage of people over 65 is of 22.8% (Eurostat data from 2019). This is a growing population segment also in terms of consumptions and purchasing power; a crowd that is leading one of the most revolutionary transformation of the beauty universe: from war to the passing of time, to healthy ageing to anti-ageing to authentic ageing.

Among the compartments more involved in this evolution, there is the hair segment: from a coloring, that favors cold tones and ice shading to highlight the brightest nuances of white and grey, to products for the health of the scalp.

Many are the examples among the companies of Cosmoprof Worldwide Bologna.