TOKYO — Yoshiko Abe is nearing her 89th birthday, but she remains vibrant, going to the gym daily and enjoying a free makeup class at her community. “It was really helpful,” she says, beaming after applying foundation and pink lipstick for the first time in years.
Japan is facing a significant demographic challenge; it’s the fastest-aging society in the world, with over a quarter of its population—36 million people—aged 65 and above. In the next decade, it’s projected that this ratio will increase to one in three.
This trend has caught the attention of businesses looking to cater to a youthful spirit among seniors. The market focused on older adults is estimated to surpass 100 trillion yen (approximately $650 billion) this year, according to Mizuho Bank.
More than just healthcare services and nursing homes, this burgeoning industry embraces consumerism, with advancements in artificial intelligence and robotics enhancing various offerings for seniors. Akira Shimizu, a business professor at Keio University, describes these older adults as “cool grandpas and cute grannies” who keep pace with current trends, especially in luxury and health-related products.
“They care about clothing and makeup that reflect their personal style,” he notes. From luxury cruises to ‘oldies’ rock concerts, companies recognize that today’s seniors lead active social lives, seeking to dress well and maintain their appearances.
Miwa Hiraku, an instructor for the makeover class sponsored by the cosmetics giant Shiseido, explains that maintaining one’s looks can be quite physical. It involves hand-eye coordination, like applying makeup and massaging the face, which can even stimulate salivary glands. Shiseido, established as a pharmacy in 1872, emphasizes that makeup contributes not only to physical health but also to emotional well-being. They offer free makeup courses nationwide for older individuals.
“Wearing makeup activates your energy for the day,” says Hiraku, who plans to continue her routine even at the age of 100. “It’s not simply about beauty; it’s about leading a long and healthy life.”
In one of her classes is 85-year-old Yoshihiko Hotta, the lone male among about 30 participants. While he chose not to try the blush, he enthusiastically participated in the exercises and applied hand cream, remarking, “I don’t think age is relevant,” despite acknowledging some physical signs of aging, like sore legs.
This emerging focus on the active, engaged lives of seniors highlights a notable shift in societal attitudes toward aging—one that emphasizes vitality and style, rather than resignation.
