We know baby boomers are driving many trends, from how we work to how we care for the elderly. There are more than 79 million boomers in the United States today, and 12,500 boomers turn 50 every day.

This massive sector of the population controls 77 percent of the nation’s financial assets and 54 percent of total consumer demand. And they’re using those dollars to grow a thriving anti-aging beauty industry.

In fact, the anti-aging market is the fastest growing health & beauty product market in the United States, projected to reach $115 billion in sales by 2015. The anti-aging skin care products market is currently worth $2.3 billion—which makes sense considering 37 percent of American women report having used anti-aging creams or serums.

Other sectors of the beauty market are growing alongside anti-aging skincare. By 2015, the natural personal care market is projected to reach $6.7 billion, a 35 percent increase from $5 billion in 2010. This is important to note because 76 percent of consumers concerned with aging report an interest in natural or organic beauty and haircare products. Plus, American consumers received 13 million minimally invasive facial rejuvenation procedures in 2012, from Botox® to microdermabrasion.

Hair color is currently the largest, fastest-growing category of salon products, valued at $730 million (in manufacturers’ dollars). What’s driving this growth? You guessed it—new hair color services for gray coverage, along with demi or semi permanents, permanents, lighteners and refreshers.

Baby boomers are also looking to preventative measures to fight aging. The 50-plus fitness and spa market is currently valued at $400 billion and expected to continue growing 15 percent yearly. Plus, the American nutraceuticals market (herbal and vitamin supplements) is valued at $17.1 billion.

This may sound like a market devoted to baby boomer women, and they are certainly driving much of the growth. But men are a bigger part of the personal care market than ever before.

Beauty and personal care product launches targeted at men have grown globally by 70 percent since 2007. In 2012, the U.S. men’s grooming market grew 20 percent to reach $3 billion. Plus, millennials and members of Gen X are already jumping on the anti-aging bandwagon; fifty percent of surveyed women in their 20s and 30s are considering wrinkle-erasing Botox injections.

As baby boomers age, and with younger generations continuing to focus on anti-aging and preventative aging products, these market segments are poised for long-term, continued growth. Developing anti-aging products is a sound investment for any beauty brand.

ABOUT THE AUTHOR: Sean Brownyard is Senior Vice President of Operations at the Brownyard Group, a national specialty insurance program manager in Bay Shore, N.Y. He oversees the SASSI program, for salons and spas, and the Foundations program, for cosmetics manufacturers.