In a beauty market frequently fixated on younger generations, Gen X (born between 1965-1980) are an often-overlooked consumer base. However, with 67% of women globally feeling more confident as they age, Gen X is beginning to challenge outdated stereotypes and embrace beauty on its own terms—presenting an opportunity that brands and businesses can no longer afford to ignore.
As confidence in beauty grows with experience, Gen X consumers represent a powerful market segment. Named as “beauty’s most important consumers” in the Gen X Factor Report curated by NielsonIQ, World Data Labs, and Spate, the consumer base reportedly spends $279B per year on beauty, with this figure predicted to grow to $430B+ in the next ten years. BeautyMatter takes a deeper look into the key statistics surrounding the industry’s “best kept secret”—Gen X’s beauty wants, needs, and purchasing habits.
Spending Share
Despite the stereotypes of aging, the report found that 37% of Gen Xers feel younger than they are and are interested in beauty in the same way they expect younger individuals are. As a result, these consumers want to be involved in beauty instead of being pushed to the sidelines by brands focusing on Gen Z and the latest trend adopted by “Sephora Kids.” Alongside this, 73% of Gen X beauty buyers don’t have children living in their household and wish to use their disposable incomes on themselves, particularly focusing on beauty. By category, Gen X spent the following on beauty from 2023 to 2024:
The statistics show a clear interest in beauty services among Gen X, with a focus on skincare. Although fragrances, makeup, and hair products hold significantly less of the spending potential, the results show there is an opportunity for brands to capitalize on by tapping into these categories with solution-based products.
Geographical Growth
Despite high levels of spending and wanting to be involved in the beauty scene, the report revealed that 26% of Gen X plan to spend less on beauty and personal care over the next twelve months, doing so by switching to cheaper brands and shopping through discounters. However, as previously mentioned, Gen X’s beauty spend is predicted to increase to $430B in the next 10 years, divided by the following regions:
Asia Pacific is predicted to grow the Gen X beauty market by the biggest figure. In particular, the report outlines that $24.4B of this $52B is predicted to come from China, predominantly ruled by an $11.3B spend from the Chinese middle-class consumer. Elsewhere, India is predicted to generate $8.6B, with the upper-middle-class consumer contributing to $3.2B of this spend, leaving them over indexed to any other demographic. This evidence of demand from higher-class consumers offers an opportunity for brands to tap into the premium and luxury beauty sector for the Gen X consumer.
Platforms Propelling Purchases
Gen X’s channel choices are dynamic and modern, with a preference for convenient locations and wide assortments, encouraging the generation to seek out retailers where beauty can be bought in one destination. The top reasons for choosing a retailer to shop for beauty through included:
Adding to this wish for convenience, Gen X have taken a liking to e-commerce platforms to purchase beauty. The report explains that although some brands would not think to prioritize the e-commerce for mature consumers, the generation's presence in the space is frequent:
The statistics indicate it is important to meet Gen X where they already are, focusing on strategies for platforms these consumers are currently concentrated on.
Social Savvy
In the past three years, awareness of makeup routines and products for mature skin has grown, with this scaling attested to the increasing use of social media as a search engine. The report affirmed that Gen X consumers are engaged on social media; it's not only younger, tech- savvy individuals:
Consumers using social media as a search engine priority is evidenced by Google searches for mature skin having recently declined globally (16.3K average monthly searches, -6.5% year-over-year (YoY) growth). However, TikTok conversations surrounding the topic are continuing to rise (13.1M average weekly views, +59.6% YoY growth). Top search queries reveal consumer goals, from seeking age-specific makeup to affordable drugstore options. Key search terms included:
Trending on TikTok
Spate explored the top “concern” hashtags viewed alongside “mature skin makeup” on TikTok:
Best Brands
The report made an example of the brands that Gen X are showing interest in and engaging with.
Laura Geller
Nutrafol
The top brands are both examples of beauty businesses who know how to cater to Gen X directly. Laura Geller specifies its slogan across social media “made for mature skin,” while Nutrafol makes videos directly targeting the demographic, making them feel seen, which leads to a build of consumer loyalty. Both brands' presence on TikTok further evidences their inclusivity for Gen X, showing up on a platform that other brands may avoid due to wrongly assuming only younger beauty audiences are present on the app.
For the Future
Gen X is a powerful yet underappreciated demographic in the beauty industry, offering significant opportunities for brands willing to adapt. Businesses can garner success by addressing Gen X directly and reigniting their passion for beauty. Leveraging platforms like TikTok and e-commerce to foster inclusivity and loyalty among the generations is key, allowing brands to stay ahead of early trend signals. The future of beauty lies in engaging this influential segment by meeting these consumers where they are and delivering solutions that celebrate their evolving beauty journey.
