From using the term pro-aging instead of anti-aging to creating a more welcoming and aesthetically pleasing space for the menopausal market, the beauty industry is attempting to provide more options for those looking to embrace rather than escape the aging process—although until the day we can physically stop time, some might regard those escapist attempts as ultimately futile. Philosophical musings aside, this means that aging consumer segments are now split into two categories: those looking to support their bodies through the aging process, and those hoping to turn back the clock.Gray hair is one such example. According to Spate NYC, there were 802K monthly searches for “gray hair” in the US on average, with the term “highlights” in conjunction with gray hair being searched 89.8K times. The searches for gray hair shampoo grew by 1.1% while those for gray wigs grew by 38.2%. Overtone, which offers silver conditions, has emerged as the most searched brand in the gray hair category, with 4.1K monthly searches.The likes of supermodel Kristen McMenamy embracing their grays as a signature look have certainly made the look more fashionable. It’s also evidence of the undercurrent of the pro-aging movement. Life coach Michael Taylor recently announced his latest book I’m Not Okay With Gray: How to Create an Extraordinary Life After 50, which, despite what the title may suggest, is actually all about embracing the later stages of life, gray hairs and all. “I’ve met many people who dread getting older or who believe life is finished because they’ve entered another phase,” Taylor says.