NielsenIQ’s report, “Beauty Behavior Through the Generations”, released in October of 2024, takes a deeper look into how consumer beauty shopping habits can differ across generations. Brands can increase growth and brand loyalty when able to quickly adhere products and campaigns to beauty trends in different age groups.
Beauty is an industry that is still consistently growing, with a 9.3% boost in dollar sales from 2023 to 2024, per NielsenIQ. But there are differences based on generation.
Read more: The Social Media Secrets of Gen Z’s Favorite Hair Care Brands
The Gen Z Beauty Shopper
Notably, Gen Z has experienced the most substantial growth in brick-and-mortar beauty spending, with $4.9 billion spent. This 41% jump reflects that Gen Z is opting for a faster shopping experience that is offered in-store.
Gen Z is most likely to shop at Sephora and Ulta regardless of income, whereas low income shoppers in other generations shop at more cost-effective retailers.
Gen Z is especially influenced by brand values such as animal welfare and environmental responsibility. They prefer products that are cruelty-free, reef-safe, and come from brands that demonstrate social responsibility and efficacy.
Clean beauty is a strong factor that Gen Z considers, with a preference for products that are made without ingredients like aluminum, sulfates, and parabens.
Gen X & Millennial Beauty Shoppers
Gen X and millennials are the primary groups driving the beauty category’s slowdown.
Despite this, millennials remain a major force in the beauty industry, contributing the most to overall beauty sales.
At the same time, millennials and Gen X have a strong online penetration for beauty and personal care.
Data from the report suggests that millennials share some of Gen Z’s values when it comes to “clean” beauty, but place slightly less of an emphasis on these factors.
Meanwhile, for Gen X, reduced packaging matters.
Boomer Beauty Shoppers
Boomers are continuing to adapt to the online marketplace, spending $11.4 billion, up 9%. This shift is opening new opportunities for brands in the beauty industry to capitalize on by targeting the older demographic of consumers through online storefronts and social networks.
For boomers, health and need states like cardiovascular health influence purchases.
Overall, each generation brings its own set of behaviors and shopping preferences to the beauty market, from Gen Z’s affinity for social commerce to boomers’ loyalty to established, trusted brands.
