# Senior-Focused Skincare Lines Because Market is a D2C Brand for Older Adults By Laura McQuarrie | Published 2020-10-17 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/because-market References: [forbes](https://www.forbes.com/sites/josephdeacetis/2020/10/16/because-market-leaders-in-senior-focused-commerce-launch-new-skincare-products/#3e8cc48c6ead) & [becausemarket](https://becausemarket.com/collections/skin-care) Because [Market](https://www.trendhunter.com/trends/comme-des-garons-play-x-converse-chuck) got its start by offering a better way for older adults to shop for bladder protection products and now it is venturing into the creation of skincare products for senior skin. While there are many direct-to-consumer brands that are expressly focused on Millennial consumers, Because Market offers personal care solutions that are just as convenient but with a focus on an older demographic. The products can be bought as one-off purchases or ongoing subscriptions. The skincare line is focused on cleansing and protecting skin impacted by incontinence. The skincare line includes two kinds of creams and a waste-reducing No-Rinse Cleansing Spray, as well as other must-have products for the current times like sanitizer gel and on-the-go wipes. Image Credit: Because Market ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 78% | Activity: 81% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Why This Trend Is Growing - **Senior Skincare Products:** There is a growing demand for skincare products that are specifically formulated for the needs of aging skin, creating new opportunities for brands to innovate and tap into this market. - **Direct-to-consumer for Elderly:** Direct-to-consumer healthcare and personal care brands that cater to the needs of elderly consumers are becoming more popular due to their convenience and accessibility. - **Incontinence Skincare:** As the population ages, the need for skincare products that address the issues associated with incontinence is becoming more prominent, creating an opportunity for brands to develop innovative solutions. ### Industries Being Reshaped - **Healthcare:** The healthcare industry has an opportunity to tap into the elderly population by developing tailored skincare products to meet their specific needs. - **Personal Care:** The personal care industry can develop innovative skincare solutions that address the issues associated with incontinence and meet the needs of elderly consumers. - **Direct-to-consumer:** There is a growing opportunity for direct-to-consumer brands that cater to the needs of aging consumers by providing convenient and accessible healthcare and personal care products. ## Related on Trend Hunter - [Elder Millennial Skincare Kits](https://www.trendhunter.com/trends/elder-millennial-skincare-kit.md) - [Problem-Solving Youth Skincare](https://www.trendhunter.com/trends/epic-skincare.md) - [Inclusive Age-Appropriate Skincare](https://www.trendhunter.com/trends/pour-tous.md) - [Targeted Plant-Based Cosmeceuticals](https://www.trendhunter.com/trends/id-skin-identity.md) - [Aspirational Mature Beauty Brands](https://www.trendhunter.com/trends/sarah-creal.md) - [Health-Focused Youth Skincare](https://www.trendhunter.com/trends/revolution-skin.md) - [Clinical Care Retail Expansions](https://www.trendhunter.com/trends/clinique-amazon.md) - [Age-Inclusive Eye Creams](https://www.trendhunter.com/trends/star-dew-hydrating-eye.md) - [Sensitive Aging-Specific Skincare](https://www.trendhunter.com/trends/cetaphil.md)