Each generation bears their beauty tastes. It changes in every aspect - brands, channels, products, etc. As per the NielsenIQ report the beauty industry is still growing consistently with a 9,3% increase in sales in 2023-2024. And the age boundaries are an important phenomenon to focus on. With accurate product offerings and campaigns for different age groups, the brands can get more growth in sales and loyalty towards them.

According to the US report by NielsonIQ Omnishopper, the dollars spent in the beauty and personal care industry by each generation differ. The dollars per buyer is $789,04 for Gen Z, $912,75 for Millennials, $877,25 for Gen X, and $667,95 for Baby Boomers.

Gen Z Shoppers

The Gen Z (people born between 1997 and 2012) population experienced the most noticeable change in brick-and-mortar spending in the beauty sector with around $4,9 billion spent on it. They are spending more time on their social media pages which directly makes an impact on their buying behaviour. The most used platforms are TikTok, Instagram, and YouTube, 20% of Gen Zers spend over 5 hours on TikTok daily. With this, the platforms give an uncountable number of online trends such as makeup influenced by popular TV shows and graphic eyeliner tutorials. This educative content resulted in a surge of sales for specific products such as Lip Oil from Dior, Sky High Mascara of Maybelline, and black Honey lipstick from Clinique.

Gen Z shoppers are most likely to buy beauty products at Ulta and Sephora irrespective of their incomes, whereas shoppers from other generations consider cost-effective brands. This generation is more concerned about brand values like sustainability, and animal and environmental welfare. Klarna’s research found that 40% of the US Gen Z population preferred diversity and inclusion to be a part of brand value. Therefore, this generation prefers clean beauty over any other properties.

Beauty brands that resonate with Gen Z are Florence by Mills (showcasing this generation’s clean beauty and playful vibes), CeraVe (simple and dermatologist-backed products), and Haus Labs by Lady Gaga (vegan and innovative formulas). Other Gen Z-favourite sustainable brands include Tower 28 Beauty, Lush, and Youth to the People.

Millennial Shoppers

Millennials (people aged between 1981 and 1996) are the generation that prioritizes wellness with a matured mind over social, economic, and technological aspects with several transformations like the usage of smartphones, and the introduction of the internet. They have a different take on beauty - more than the appearance. They see it as a part of a self-care and non-aging routine that prefers well-being and health. While thinking of spending more, skincare is one of the investments they make for themselves.

Millennial women are purchasing more organic and natural products with cruelty-free and eco-friendly production as well as more sustainable processes. When compared with Gen Z, Millennials share some key values that Gen Z follow like clean beauty, and are more influenced by social media. They are more interested in engaging with social media businesses on Facebook (70%), Instagram (64%), and Twitter (33%) with more percentage on Facebook than double Gen Z users. 40% of this generation spend most of their money on skincare and 31% note inclusion and diversity as the main brand value.

Some of the brands that are popular among the Millennials are Glossier (minimalist and skin-first approach), The Ordinary (affordable and backed by science), Fenty Beauty (inclusive and bold shades), Drunk Elephant (non-toxic), and Rare Beauty (emphasizes self-expression and organic beauty).

Gen X Shoppers

Even though they spend less money on skincare than Gen Z and Millennials (31%), Gen X (people aged between 1965 and 1980) value beauty products that address their priorities, lifestyles, and needs such as anti-aging solutions, time-saving products with multiple functions and properties, clean and natural beauty, products targeting particular concerns like sensitivity, dryness and hyperpigmentation, wellness-oriented and high quality. Gen X has a notable penetration in social media platforms with more focus on TikTok and Facebook.

The generation prefers product packaging to be more simple than complicated. They want the product promotions to be more relatable and realistic as well as energy-driving. 19/99 from Canada featured middle-aged and senior models for their campaigns. They also prioritize seeing more youthful colours. Estée Lauder used rich gold tones for its anti-aging skincare.

Brands such as Lancôme, Clarins, Shiseido, Kiehl's, La Roche-Posay, and Estée Lauder are popular among this generation.

Boomer Shoppers

Baby Boomers (people born between 1946 and 1964) showcase a unique take on beauty with their life’s stage and preferences. It changes according to advanced anti-aging formulas, sun protection, hydration, gentle, low-maintenance (practical), holistic, eco-conscious, and wellness skincare and makeup products.

Similar to the Gen X category, Baby Boomers enjoy products that are simpler and non-complicated in all the processes such as packaging, and usage. They are increasingly debuting on social media platforms too. TikTok is witnessing more Baby Boomer creators creating enjoyable content. They are adapting to the online marketplace, opening new opportunities for brands to target them through social networks and online storefronts.

For Baby Boomers, brands like La Mer, Clarins, Clinique, Neutrogena, Olay, and Lancôme are the top ideal beauty labels to use.

Cover Image: 19/99 from Canada featuring middle-aged and senior models for its campaigns.