Embracing the Platinum Age: Japanese Beauty Brand Unlocks ‘Well-Aging’ for Women Over 50

Japanese beauty brand oméme, known for its focus on eye beauty, has teamed up with “the platinum age,” a content creator specializing in transformations for women over 50. This collaboration aims to redefine beauty standards, promoting a concept known as “well-aging” by showcasing empowering before-and-after makeovers.What is “Well-Aging”? A New Perspective on Beauty”Well-aging” is a philosophy that encourages individuals to embrace the aging process gracefully, prioritizing physical, mental, and social well-being to lead a richer life. This concept is gaining traction in Japan, moving away from the sole pursuit of youthfulness to celebrating one’s authentic self at any age. The market for anti-aging related services and content is projected to expand significantly, from approximately 45.8 billion yen to an estimated 83.7 billion yen by 2032, indicating a growing interest in positive approaches to aging. This initiative by oméme and the platinum age directly addresses this evolving mindset, offering experiences that highlight individual essence rather than denying the passage of time.## The Transformative Collaboration: “oméme × the platinum age”This joint project, titled “oméme × the platinum age Collaboration Project ~Embracing Aging Positively・Well-Aging~”, offers comprehensive styling to women in their 50s. The makeovers include fashion coordination, hair styling, and makeup application, with the dramatic transformations captured in engaging before-and-after videos. These videos are publicly available on both brands’ official Instagram accounts, inviting viewers to witness the journey of self-discovery and renewed confidence. Project Details: Target Audience: Women in their 50s Services: Total styling (fashion, hair, makeup) Output: Before-and-after transformation videos Where to Watch: oméme Official Instagram: https://www.instagram.com/omeme_cosme/ the platinum age Official Instagram: https://www.instagram.com/theplatinumage_/## Why Focus on Women in their 50s?In an era often referred to as a “100-year life,” the 50s are increasingly seen as a significant turning point—the start of life’s second half. Traditionally, beauty and fashion have often emphasized appearing younger or concealing signs of aging. However, a cultural shift is underway, with more individuals seeking to affirm their current selves and age comfortably. This collaboration focuses not just on external changes, but on the subtle yet profound shifts in expression and demeanor that reveal a person’s authentic self.## Philosophies Aligned: Oméme and The Platinum Age”The platinum age,” launched in 2023, is built on the vision of individuals shining like platinum – refined and quietly radiant with age. Their core values revolve around: Not denying one’s past life Making the present self the protagonist Enjoying the time yet to comeTheir official website is available at https://the-platinum-age.com/.oméme resonates deeply with this ethos through its concept of “Mime Uruwashi” (見目麗し), which translates to “beautiful to behold.” This brand believes that moisturized eyes are the essence of beauty and that the eye area significantly shapes one’s first impression. oméme aims to support individuals in aging beautifully and authentically, without denying their age. This shared philosophy of embracing and enhancing one’s true self at every stage of life brought the two brands together for this project.## A Glimpse into the Future of Well-AgingBoth oméme and the platinum age are committed to fostering a society where aging is viewed positively. They plan to continue exploring new forms of beauty and fashion that celebrate the richness and enjoyment found in later life. This initiative serves as a powerful reminder that beauty and joy can be discovered at any age, providing a catalyst for individuals to embrace their unique journey.## About And US Co., Ltd.And US Co., Ltd., based in Toyama Prefecture, develops salon-exclusive cosmetic brands such as “oméme” and “BIOteA.” They also operate as a “Supportive Company®,” assisting beauty salons with business challenges. Their philosophy emphasizes supporting salons to foster self-sustaining growth, building on the value of “well-aging” to help people live healthily and beautifully through cosmetics.### Company Overview Representative: Shina Hirooka, Representative Director and President Head Office: 3-8-7 Nezuka-cho, Toyama-shi, Toyama, 939-8204 Japan Phone: +81-76-491-6050 (main) Business Activities: Salon-exclusive cosmetics manufacturing Education, consulting, and accounting support for salons Test marketing salon operationsFor more information: oméme Brand Site: https://omeme-cosme.com/ Corporate Site: https://corp.and-us.jp/ Recruitment Site: https://corp.and-us.jp/recruit