Four reasons our skin changes after 40 and how to care for it properly

Our forties seem to be game-changing years when it comes to our skin as research conducted by Hada Labo Tokyo – Japan’s top selling skincare brand – has found that 48% of women noticed more lines on their face when they hit this decade, with 39% noticing more dryness and 34% spotting a lack of elasticity. This article looks at four reasons our skin changes after 40 and how to care for it properly.

leg with suncream and a heart shape drawn on it

It’s certainly a turning point for our skin care regime too as the Hada Labo research discovered how more than half of women changed their skincare routine when they hit their forties with 88% of women who are not yet 40, anticipating making changes when they hit this age.

Sadly, the same research has found that fewer than one in 10 of us always feel happy with our skin’s appearance. Skin experts, makeup artist explain that there are various factors which come into play during our forties.

As we age, our skin – the body’s largest organ – naturally loses moisture, which can cause wrinkles to form. Lifestyle factors such as smoking and pollution can also cause changes to our skin as can our dietary choices. Plus, hormonal changes can also have an impact on our skin such as the hormonal changes that occur during the menopause.

skincare range by Hada Labo Tokyo Four reasons our skin changes after 40 and how to care for it properly

Skincare regime

It’s time to make the necessary changes to our fabulous over-forties skin care regime, so that we can feel proud of the skin we’re in.

Hada Labo Tokyo’s NEW Premium Gold line provides over forty skin with five types of hyaluronic acid to help counteract the skin changes that occur during this stage of life and improve skin’s appearance.

Hyaluronic acid is actually capable of holding 1,000 times its weight in water, helping to lock moisture into the skin, preventing dehydration.


Why are we seeing such changes in our forties and how is best to deal with these changes?

The menopause

This huge hormonal life change tends to occur in women aged between 45 and 55 and it can cause noticeable changes in the skin’s appearance. The research found that more than eight in ten women think that the menopause has an impact on skin with just over a third of women going through the menopause noticing their skin getting drier and only slightly fewer noticing more lines and wrinkles when they hit perimenopause.

Women’s Health expert and a member of the Hada Labo Skincare Panel, Dr Catherine Hood, says that during perimenopause – the period leading up to menopause – a woman’s ovaries produce less oestrogen, causing an imbalance with the hormone progesterone. “It’s oestrogen that helps skin to maintain its plumpless and moisture, so when we lose it, our skin can dry out,” she says. Gina Akers adds that this lack of oestrogen also means lower collagen levels.

“Collagen helps our skin remain firm. It’s important to work with these skin changes that are caused by the menopause, so we can help keep our skin in great condition,” notes Gina Akers.


Ensuring that menopausal skin stays hydrated, is a huge factor when it comes to improving skin’s appearance. The Hada Labo Tokyo research has found that 63% of women noted that this factor is the most important consideration when choosing skincare products.
“The Hada Labo Tokyo Premium Gold Range offers a fantastic solution for the skin of women aged 40+, plus it contains five types of hyaluronic acid for serious hydration,” says Gina Akers.

It’s at night time, when our skin and body repairs itself, that dry, dehydrated, and sensitive skin can reap the benefits of New Premium Hada Labo Tokyo Extreme Skin Regenerator 5XHA Night Super-Cream as it helps fill lines and wrinkles with five types of hyaluronic acid.

Change in routines

Our daily routines really have experienced a serious shake up in recent years, mainly due to the lifestyle changes that were borne from the Covid-19 pandemic. According to the above mentioned research, over a quarter of women feel their routine has changed a lot due to an increase in working from home.

Nearly half of women are washing their hair less, 43% have noticed a change in their sleep patterns and 40% have changed the hours in which they have meals. In fact, 42% blame a poorer diet for negatively affecting their skin health.

Along with a wholefoods, antioxidant-rich diet, packed with colourful fruits and vegetables, Gina Akers says that cleansing facial skin twice a day is vital. “A quick cleanse is fine in the morning, but a deep cleanse is essential in the evening. Try massaging Hada Labo Tokyo’s Gentle Hydrating Cleanser into facial skin for a minute or two before removing. This creamy cleanser contains three types of hyaluronic acid, formulated to cleanse, protect and lock in moisture, leaving skin silky smooth,” she explains.

Sun damage

UV light from the sun can also play a big role in the health of our skin. Worryingly, the latest Hada Labo Tokyo research found that 67% of women don’t use a daily sunscreen. Plus, on warm summer days in the UK, 38% admitted that they would only apply sunscreen once before they leave the house, and nearly a quarter of women admit that they don’t carry around sunscreen during the summer months.

Gina Akers explains that It seems that despite the many years of public health sun care education, many of us are still getting burnt, a ‘key driver behind ageing and damaged skin’. A staggering 80% of respondents in the Hada Labo Tokyo research said they have been sunburnt in the UK, with 38% admitting this has happened quite a few times.

Too much screen time

Always on zoom calls? Gina says that this can lead to the new phenomenon of ‘zoom face’. We’re scrunching up our faces as we sit on calls, leading to more fine lines and wrinkles. “All the light from our screens can also lead to a dull appearance,” says Gina Akers, who adds that the rise in working from home is only contributing to the rise in zoom calls and screen time.

“I recommend a DIY facial massage working the 40 or more muscles in the face,” says Gina Akers. “The more you move them, the more lifted, tightened and toned they become, busting stress at the same time. Another great best skin de-stressor is Hada Labo Tokyo’s Anti-Aging Facial Masks which doubles the levels of skin hydration, leading to a tighter, brighter, and smoother complexion and a more youthful appearance.”


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