"Social Media’s Midlife Makeup Guru"

The New York Times recently spotlighted Erica Taylor, a 49-year-old makeup creator who has become a surprising force on TikTok by speaking directly to women over 40. Within the article, Spate’s insights were featured to contextualize the cultural shift Taylor represents. Yarden Horwitz, co-founder of Spate, noted, “I think there’s this misconception that they’re not on TikTok, and they definitely are.” Spate data highlights that hashtags like #over40makeup and #matureskin are proliferating at levels comparable to Gen Z-related content. This finding confirms that TikTok is not simply the realm of younger users but also a dynamic space where older consumers are also building communities, sharing experiences, and shaping trends.

Taylor’s rise is emblematic of broader cultural and market changes. Gen X women are increasingly visible in conversations around beauty and wellness, openly discussing aging, menopause, and skin care in ways that would have been less public even a decade ago. Their purchasing power is substantial, with beauty spending by this demographic reaching billions annually. Brands have begun to recognize this shift, with established players like L’Oréal and newer lines targeting mature skin joining the conversation on TikTok.

By weaving Spate data into the story, the Times highlighted how analytics and cultural storytelling intersect. Erica Taylor’s success, and the data that validates it, illustrates that midlife beauty is not a fringe trend but a vibrant, expanding market with cultural relevance and commercial strength. For writers and journalists interested in bringing this type of data-driven perspective into upcoming features, reach out to Spate at hello@spate.nyc to collaborate.