Key Takeaways:Glamorous grandmas are reshaping beauty, replacing youth obsession with confidence, charisma, and lived-in glamour that resonates across generations.Brands embracing 60+ ambassadors, longevity beauty, and multigenerational storytelling are capturing cultural relevance and commercial growth.Older women are becoming digital powerhouses, proving the most influential beauty icons of 2025 might just be grandmothers.For years, aging in beauty was something to fight, blur, conceal, or fix. But in 2025, a new archetype has burst into the cultural spotlight: the glamorous grandma. Not the soft-focus, cardigan-clad trope but instead a confident, stylish, culturally fluent elder with better skin, better jokes, and often a bigger audience than the 24-year-olds trying to go viral.Across beauty, fashion, and media, older women are being reframed not as background characters but as aesthetic protagonists. Brands are swapping the pursuit of eternal youth for something far more resonant: an ageless glamour, seasoned charisma, experiential authority, and the appeal of women who have lived enough life to know who they are.This shift isn't happening in isolation, with the rejection of anti-aging rhetoric, the rise of longevity culture, and the spending power of 50+ consumers. Grandmas are no longer just loved; now, Gen Z’s obsession with authenticity and the “grannycore” irony means our grannies are aspirational.Beauty brands take notice.Brands Leaning into “Grannycore”Sarah Creal, co-founder of Victoria Beckham Beauty and founder of her namesake brand, is reshaping the visual language of beauty by banning models under 40 from her campaigns.