Key Takeaways
- Aeston West, a new skincare line focusing on women over 45, launches with three signature products on October 8.
- The brand, developed by industry experts, emphasizes accessibility and personal connection in skincare for its target demographic.
- Direct-to-consumer sales will be the primary distribution method for Aeston West, initially avoiding traditional retail partnerships.
New Skincare Brand Targets Women Over 45
Aeston West, a new skincare line developed by Miracle Ventures, will launch on October 8. Pronounced “east an west,” the brand features three core products: $58 Cellevitae Magnolia Cleansing Nectar, $78 Cellevitae Marine Treatment Mist, and $98 Cellevitae Signature Serème. Aeston West aims to connect with women aged 45 and older, a demographic that has been largely overlooked by the beauty industry.
Miracle Ventures, the innovation arm of Miraclesuit maker Swim USA, has deliberately targeted this age group due to its significant influence on the beauty market. According to NielsenIQ, Gen X alone accounts for nearly 25% of global beauty spending, a trend projected to continue into 2034. Aeston West’s products are designed for women who are either navigating their careers, enjoying retirement, or managing family responsibilities.
Kaitlyn Schneider, the founder and head of innovation, previously worked with PPI Beauty and Tata Harper to develop Aeston West. She describes the brand as a “love letter to my future self,” reflecting her desire to create skincare that resonates with the experiences and needs of women in this age group. Alongside Thom Whilton, the head of marketing, the duo conducted over 100 interviews with women to understand their skincare aspirations. Many respondents expressed confusion about selecting the right products and felt the existing options failed to adequately represent their storied lives.
The intention behind Aeston West is to strip away the intimidating aura often surrounding skincare, focusing instead on a warm, friendly communication style. Whilton stated, “It should all feel like it’s coming from a friend or trusted confidant.” In terms of product affordability, most women indicated they preferred a streamlined skincare routine not exceeding $100.
Aeston West’s formulations highlight Cellevitae, a patent-pending active ingredient aimed at enhancing skin vitality and barrier defense. Other essential ingredients include sclareolide, derived from clary sage, and magnolia extract, known for its anti-inflammatory properties. The line’s packaging, inspired by Elsa Peretti jewelry, is designed to be both functional and aesthetically pleasing for easier use by those experiencing reduced dexterity.
The brand’s approach to product development is described as holistic, with an emphasis on not only the formulations but also the practicality and accessibility of the products. Schneider emphasizes that any effective skincare routine must be easy to use daily, without causing frustration or confusion.
Initially, Aeston West will sell its products directly to consumers, foregoing traditional retail channels like Bloomingdale’s and Nordstrom. Schneider plans for a measured rollout of future products to ensure consumers are not overwhelmed with choices, maintaining focus on proper skincare application as a priority.
With the skincare line launching soon, Aeston West looks to redefine the beauty experience for women over 45, offering products they can trust and enjoy while reflecting their unique life stories.
The content above is a summary. For more details, see the source article.
