It’s the era of the greynaissance: over-60 beauty focuses on facial aesthetics and skincare

The term “Greynaissance” encapsulates today’s leading beauty movement: the rise of 6.0 glamour. According to trend watchers, the rebirth of elegance among women over 60 will become the primary target of aesthetic surgery in the coming years. This shift was already visible in 2015, when major fashion houses—Calvin Klein, Lancôme, Céline and Saint Laurent—selected women over 60 as their campaign ambassadors.

The Greynaissance is not a passing trend but a global transformation reshaping the aesthetic-surgery landscape far beyond social media.

Even Instagram has embraced the rise of the “Instagrans”: stylish grandmothers with thousands of followers, viral skincare tutorials, advertising deals, successful YouTube channels and runway appearances.

Among the most requested procedures for today’s sixty-year-olds are facial lifting treatments, lip enhancements and pigmentation correction. The perception of oneself at 60 has changed drastically: the natural evolution of the body is no longer viewed as “old age” but as a mature and empowered expression of beauty. Thanks to medical-aesthetic innovations, time is no longer an enemy but an ally that brings experience and renewed joy.

Some of the most influential icons include Isabella Rossellini, Benedetta Barzini, Brigitte Macron, Lyn Slater and the vibrant Iris Apfel, 96. According to major U.S. newspapers, where this phenomenon is already a cultural milestone, Greynaissance icons share a message of positivity—showing even younger women that it is always possible to evolve and reinvent oneself.

The secret lies in consistent self-care: targeted skincare, regular physical activity, healthy nutrition, proper rest and a complete beauty routine. Their radiant, plumped and revitalized complexions stand out. Mature skin requires specific cleansing, hydration, nourishment, brightening care and attention to the lips. Pure low–molecular weight hyaluronic acid is a key ally in reducing aging-related imperfections and improving elasticity and softness.

And it’s not just women: many men over 60 are embracing skincare and occasional aesthetic treatments. In the English-speaking world, the saying “Sixty is the new Twenty” reflects the energy and vitality of a senior generation more engaged than ever in wellbeing and beauty.

by Maria Serena Patriarca