
Gen X Emerges as Beauty's Hidden Powerhouse
Gen X (born 1965–1980) is becoming the beauty market’s top spender, projected to lead global beauty spend through 2033 and to account for about 25% of beauty dollars as skincare, anti-aging, and wellness trends resonate with them. With high brand loyalty and a prime spending phase, they’re driving growth in skincare, haircare, and makeup, prompting Ulta, Sephora, and others to tailor products and experiences—including menopause-focused offerings and curated service—to meet this influential cohort, which often buys for both parents and children.













