The Art of Aging - The Unseen Cost of Beauty

How would you feel if people asked you to get your face fixed? How would you react to a snarky remark about your sagging skin? This is the reality of most women in today’s world, where youthfulness is revered, and they are facing immense pressure to stay young and beautiful. The Beauty & Personal Care market in India is projected to generate a revenue of US$31.56bn in 2024, wherein the brands promise eternal youthfulness through creams, serums, and surgical procedures. It’s the tension between the natural process of ageing and society’s ever-evolving beauty standards, which continue to idolize youth as the pinnacle of attractiveness. This obsession with youthful beauty has created a complex, often hidden cost that impacts not only our wallets but also our mental well-being, self-esteem, and perception of ageing itself.

Anti-aging products make up a billion-dollar industry, with new creams, serums, supplements, and procedures appearing daily. Globally, consumers spent over $62 billion on anti-aging products in 2022 alone, and the market is expected to grow rapidly in the coming years. From drugstore shelves to high-end spas, the promise of “younger-looking skin” drives a relentless consumer demand that often outweighs rational financial planning.

For many, anti-aging practices go beyond skincare routines to include more drastic measures: Botox, fillers, chemical peels, and even surgeries. These procedures come with a high price tag, as well as physical and emotional risks. And for some, they become addictive, creating a cycle that’s hard to break. The pursuit of youth, fueled by constant advertising and societal pressure, turns into a costly endeavour, eating away at savings and peace of mind at the same time.

Beyond the financial burden, there’s an emotional cost that may be even harder to measure. In societies that uphold “youth” as the golden standard, ageing becomes synonymous with loss—loss of attractiveness, relevance, and even self-worth. For many, this perception leads to feelings of inadequacy, shame, and anxiety as they age. In a study published by the Journal of Aging Studies, researchers found that women, in particular, feel pressured to meet certain beauty standards well into their later years. 

The effects of this pressure extend far beyond self-image. Those who feel uncomfortable with their natural appearance as they age often experience decreased self-esteem, isolation, and even depression. This psychological toll is aggravated by social media, where carefully curated images and filters project unrealistic, unachievable versions of beauty. For older generations, this can make the natural, healthy process of ageing feel like a flaw that needs to be corrected.

Interestingly, not all societies view ageing with the same critical lens. In many East Asian cultures, for example, age is associated with wisdom, experience, and respect. Older individuals are often revered and celebrated, rather than marginalized. Japan’s reverence for “wabi-sabi,” a concept that finds beauty in imperfection, teaches appreciation for natural change and impermanence.

In contrast, Western culture tends to glorify youth and perfection, creating a less forgiving view of ageing. As a result, individuals feel pressured to conform to unrealistic standards of beauty, regardless of their age. This difference is a powerful reminder of how culture shapes our relationship with ageing—and how redefining beauty standards can reduce the burdens placed on those simply trying to live and age naturally.

If we step away from societal expectations, a new perspective on beauty emerges: one that embraces the unique traits that come with ageing. Fine lines, silver hair, and laughter wrinkles tell stories of lives lived fully. This shift in perspective is increasingly reflected by the growing “pro-aging” movement, which emphasizes ageing gracefully and unapologetically. 

The art of ageing is not just about accepting physical changes but recognizing the beauty in them. Studies have shown that people who adopt a more positive attitude toward ageing often experience better mental health and physical well-being. Embracing natural ageing could lead to a society where ageing is not feared but celebrated—where the wisdom, depth, and individuality that come with age are valued, rather than hidden or erased.

While the pressure to appear young may not disappear overnight, a conscious movement toward embracing ageing can challenge today’s narrow beauty standards. We can start by diversifying the images and narratives surrounding beauty, representing people of all ages in media and advertising. Companies that promote inclusivity in their campaigns help foster a more positive, realistic image of ageing that can inspire future generations to value authenticity over perfection.

The unseen cost of beauty is a heavy one, but change is possible. If more individuals, industries, and media outlets embrace the art of ageing, we might create a world where age is seen as a mark of beauty and strength, rather than something to be feared or hidden.

Ultimately, the art of ageing is about more than appearance. It’s about honouring the journey of a lifetime, with all its experiences, growth, and change. When we embrace the fullness of life—including the beauty of ageing—we create a culture that respects and celebrates every stage, making “beauty” a quality that transcends time.