Consumers are rewriting engagement rules across generations, geographies, and channels, challenging brands to evolve rapidly. NielsenIQ has been closely tracking these changes to help beauty players uncover opportunities that drive revenue and long-term growth.
While trends like sustainability, personalisation, and digital convenience are reshaping the landscape, the nuances of consumer behaviour differ significantly by generation. Understanding these differences, taking inspiration from other global markets—and leveraging them strategically—is the key to capturing market share and thriving in a competitive industry.
The rise of Gen Z: Quality meets fun
Firstly, lets consider Gen Z, who are showing the fastest paced global beauty value growth. This generation demands quality—but they don’t mind paying for it. 39% of Gen Z in the APAC region said in the next 12 months they were planning on spending more for better quality beauty brands.
For brands, this creates an opportunity to premiumize. Developing products that emphasize quality—such as longevity or that luxury experience—can resonate deeply with this audience.
Unsurprisingly, Gen Z has a strong preference for social media shopping, particularly through TikTok and Instagram. Underscore this with their sense of fun and you have a winning formula for the Gen Z cohort.
Millennials: The natural consumer
Millennials are expected to contribute the most to global beauty value growth over the next ten years and remain a dominant force in the beauty market. Potentially because NIQ insights reveal that 56% of millennials are thinking about their looks most or all of the time!
Whilst this cohort likes newness and trying the latest innovation, they also think outside the box when it comes to their beauty routines. Utilizing homemade ingredients or food products demonstrates their desire for a natural beauty solution and should definitely be considered when reviewing the innovation pipeline by beauty brands.
The GenX factor!
Gen X is currently the cohort spending the most on beauty products across the globe and will continue to be so until 2034, when they will be overtaken by Millennials.Twenty-six percent of Gen X respondents told us they plan to reduce their spending on beauty products over the next 12 months. This is hardly surprising, as 19% said their needs are not being met in addressing one of their top beauty concerns: “anti-aging.”This generation needs their passion for beauty reignited. They have the spending power but may be getting lost in the rush of marketing targeted at younger generations.Engage with them on social media, where 4 in 10 use the platform as their primary source for discovering new products and services. And don’t forget about TikTok, where 53% of Gen X views are related to makeup!
Baby Boomers: Fragrance lovers
Baby Boomers were the top global beauty spenders until as recent as 2022 and in some aging markets such as Japan and France, remains #1. This is not a generation to overlook. Although the rate at which boomers are spending on beauty products is behind that of the other age demographics, there is one category which contradicts that trend – fragrance.
Analysis across 17 global markets shows Boomers value spend on fragrance ahead of the total population.Furthermore, NIQ data shows that Boomers are more loyal to established beauty brands with perceptions built on brand heritage and experience. However 42% of boomers say that lower prices could persuade them to buy something other than their usual brand.
Global insights for local success
Beauty trends can inform local strategies. For example, the “skinimalism” movement in South Korea—where consumers prioritize minimal, high-performing routines—offers valuable lessons for brands worldwide. Simplified, multifunctional products with clean formulations are not just a trend in Asia; they’re a global opportunity.
Similarly, the rise of inclusivity and diversity in North American beauty markets highlights the growing demand for products that reflect a broader range of skin tones, hair types, and personal identities. UK and European manufacturers who embrace these principles can position themselves as leaders in authenticity and innovation.
