Shifting Perspectives: Women in Their 40s to 60s Reassess Pore Care Values

Shifting Perspectives in Pore Care

Recent findings from Mirai Beauty Science Laboratory, managed by Mirai Co., Ltd., shed light on the evolving views of women aged 40 to 60 regarding pore care. The survey, conducted in February 2026, involved 258 women from varying decades, aiming to understand their values and priorities in skincare treatments for pores.

Key Findings

The results reveal a significant shift in attitudes towards pore care. Notably, the emphasis on cleansing and anti-aging has been notably challenged by an emerging preference for maintaining moisture while caring for pores. In this study, key highlights include:
1. Support for Hydration: About 22% of women in their 50s expressed a strong preference for products that promise to retain moisture, closely rivaling the 27% who still lean towards anti-aging claims.
2. 60s Preferences: For women in their 60s, the top choice was “cleansing with serums for a plump effect,” chosen by 21%, indicating a growing focus on gentle care as age increases.
3. Minimal Interest in Social Media Trends: Although social media often highlights videos demonstrating intensive cleansing of pores, such appealing statements only garnered 1-3% interest among respondents, showing that older consumers are less swayed by fleeting trends.
4. Desire for Natural Enhancement: There’s an increasing consensus across all generations that prioritizes the desire to enhance their current skin condition rather than drastically change it through intense cleansing.

Background of the Study

Traditionally, the pore care market has leaned heavily towards strong cleansing claims such as “eliminate blackheads” and “remove excess oil.” This mentality has proliferated on social media, framing pore care standards around how effectively products can “remove” impurities. However, a growing number of women have voiced concerns about excessive cleansing, which can lead to dryness and imbalance, particularly for aging skin. Thus, the Mirai Beauty Science Laboratory sought to explore the essential needs of women aged 40 to 60 in terms of pore care.

Survey Results: A Shift Towards Hydration

Analyzing the responses based on several benefits related to pore care revealed remarkable insights:

- Hydration vs. Cleansing: The desire to effectively cleanse while still maintaining hydration was prevalent among women in their 50s, with a notable 22% favoring a balance of 100% dirt removal and 120% moisture retention. This response presents an important narrative, indicating a balance between aging-related concerns and traditional cleansing philosophies.
- 60s Trends: The preference for gentle cleansing with serums increases as age advances, reflecting a broader cultural shift towards gentler, more accommodating skincare practices.
- Social Media Relevance: The interest in trendy, social media-driven claims such as “no filters needed” showed a lower engagement among older participants, emphasizing a divergence from the priorities of younger generations who might be more influenced by such messaging.

Insights and Future Implications

The findings of this study suggest that women, especially those in their 40s and 60s, are moving away from a focus on harsh cleansing methods toward a gentler approach that prioritizes skin health and hydration. As the beauty landscape continues to evolve, understanding this shift highlights the necessity for brands to adapt their messaging to align with contemporary values centered around natural beauty and skin preservation.

This realization prioritizes the question: “How do we care for our skin after cleansing?” rather than focusing solely on “getting rid of impurities”. It seems hydration and gentle care have cemented their place in the skincare dialogue as consumers navigate their unique skin changes and challenges that come with age.

About Mirai Co., Ltd. and “I'm PINCH”

Founded in 2008 and based in Nagoya, Aichi, Mirai Co., Ltd. is known for its fermented beauty brand “I'm PINCH”. With over 18 years of dedication to addressing the skincare concerns of mature women, the company emphasizes natural enhancement rather than excessive alteration, promoting a more accessible and sustainable approach to beauty. Mirai is committed to continually innovating to meet the needs of the evolving preferences and skincare concerns of older women.