In beauty’s race to chase the next big thing, one powerful generation keeps quietly driving the market forward. Gen Z may dominate the buzz, but the real momentum belongs to a different powerhouse: Generation X.

Gen X’s influence on beauty is undeniable, representing 25% of total category spend—$1.5 trillion. According to NIQ’s latest data, Gen X and Millennials are driving the most growth in the beauty and personal care market, even as Gen Z’s spending shows signs of slowing.

And Gen X’s engagement spans both channels with nearly 85% of Gen X consumers purchasing beauty and personal care products online, while an impressive 98.9% shop in-store. This dual-channel strength challenges outdated assumptions that Gen X is less digitally engaged than younger generations.

Fueling Growth 

What’s driving their spend? Gen X consumers are fueling growth across several key categories, especially hair care and cosmetics. Subcategories like face and lip cosmetics, body wash, moisturizers, and fragrance are seeing particularly strong gains, reflecting a generation that values self-care, appearance, and product quality. 

They seek products that balance benefits with simplicity, legacy with innovation, and luxury with accessibility. In short, they want beauty solutions that fit seamlessly into their busy lives – balancing careers, caregiving, and personal well-being – while offering benefits with simplicity, legacy with innovation, and luxury with accessibility.

Uniquely Positioned 

Gen X is also uniquely positioned at the intersection of multiple generational influences. They adopt new trends from younger consumers, but maintain established preferences shaped over decades. This makes them both receptive to innovation and reliable purchasers of core beauty staples. For brands, that’s a rare and valuable combination.

The takeaway is clear: Gen X represents a significant, often underleveraged growth opportunity. To reach them, brands should speak to their layered lifestyles and evolving priorities with authenticity, not outdated stereotypes.

Gen X may not demand the spotlight, but their purchasing power and loyalty are undoubtedly shaping the future of beauty.

ABOUT THE AUTHOR

Anna Mayo is Vice President, Beauty Vertical, at NIQ

Photo: Shutterstock.com/ fizkes