Trends in Beauty by Generation
Each consumer generation is shaped by unique characteristics that reflect the prevailing socioeconomic environment during its formative years. From cultural shifts to historical defining moments, the generational gap in self-care, fashion and beauty is undeniable.
In the beauty industry, ever-changing beauty standards have left a lasting mark on each generation, moving from traditional and conservative views to a wellness and sustainability focused approach among younger generations. Emerging from generational beauty ideals is the concept of “demographic beauty,” referring to targeted formulations that address age-specific values and concerns. This need is especially true considering how the industry develops and markets products to target consumer segments.
Starting with boomers and moving up through Generation Alpha, this article outlines each generation’s unique characteristics, key beauty focus and specific needs. Also highlighted are some of the most relevant ingredients in their preferred formulations and the types of products consumers seek most. This overview shows how beauty trends evolve across generations, with each group influencing the cosmetics landscape in its own way.
Boomers: Nourishing and Revitalizing
Boomers are all about aging gracefully. Rather than taking extreme approaches to turn back the clock, women in their late 50s and 60s seek products that help to maintain healthy and hydrated skin by offering deep nourishment. Mature skin has been exposed to decades of internal and external alterations ranging from sun damage, loss of elasticity and slower wound healing, to pigmentation changes and the appearance of wrinkles.
On an intrinsic level, in these older individuals, the visible signs of biological modifications to the dermis and epidermis are more prominent, despite the fact that skin aging occurs for all generations. With a reduction in collagen production and the flattening of dermal-epidermal junction, there is a noticeable weakening of the skin’s structure, resulting in the formation of wrinkles.
The skin barrier also becomes increasingly impaired with age, where the lipid contents (i.e., ceramides) found in the stratum corneum gradually decrease, contributing to more transepidermal water loss and consequently, to drier skin that is less able to trap moisture.
Furthermore, the progressive reduction of hyaluronic acid (a key molecule for water retention) in the skin and reduced sebum production by sebaceous glands also contribute to the dryness experienced in mature skin.
These concerns are typically addressed with rich, hydrating and restorative formulas to support mature skin and promote radiance. The boomer generation also gives preference to gentle cleansers, restorative night creams, gentle retinoids and high-quality sunscreens to protect sensitive aging skin against further photoaging. One of the most popular ingredients included in products for mature skin to address intrinsic and extrinsic aging is Glycerin and Vitamin C.
The market is flooded with offerings for products that target mature skin, with many brands developing specialized lines for this demographic. CeraVe and Timeless, for example, offer versatile products that tackle a wide range of concerns with gentle formulas, which are often favorites in skin care routines for those over 50.
Generation X: Targeted and Effective
Unlike the prior generation, Generation X (Gen X), in its mid-40s to early 50s, is all about age prevention. These consumers seek effective, science-backed solutions to address visible signs of aging. Similar to boomers, this generation’s skin has seen its fair share of sun and is starting to feel and see the first signs of intrinsic biological alterations, leading to a loss of firmness and the increased appearance of fine lines.
To reclaim lost time, Gen Xers are focused on anti-aging and restorative products that promise to reverse and repair signs of aging. Ingredients focusing on skin rejuvenation, brightening and preventative care are amongst the most sought, with particular emphasis on advanced serums, lifting creams, eye treatments and exfoliating toners.
Millennials: Preventative and High Performance
Despite the age gap between Gen Xers and millennials in their late 20s to early 40s, the mindsets of the two have aligned – i.e., it’s never too early to fight the subtle signs of aging. As hormone levels decrease in consumers’ 30s, collagen and elastin production also decrease, giving way to the first signs of loss of elasticity. Even though intrinsic aging is just now making its appearance, millennials have shown far more concern with skin aging then their ancestor generations.
Open to new technologies and innovative formulas that promise to maintain their youthful look, millennials not only worry about the signs of aging, but also the scars left behind from adolescent years, resulting in major concerns over skin texture and pigmentation. Environmental factors as well, such as pollution, can contribute to skin concerns such as adult acne.
High-performance ingredients in multifunctional products are among the key requirements for millennial beauty consumers, who often prefer serums and night facial masks.
Generation Z: Minimalist and Clean
Consumers in Generation Z (Gen Z), in their early teens to mid-20s, are focused on simplicity and transparency when it comes to the products they consume; particularly for skin care. “Less is more” routines are the trend, where clean, eco-conscious and cruelty-free beauty is a must. Gen Zers value brands that prioritize sustainability and ethical practices and seek out simple products including lightweight moisturizers and sunscreens, often infused with skin-calming agents.
Acne stands out as a particularly prevalent and significant concern for Gen Z, mostly driven by hormonal fluctuations and increased sebum production that combined with dead skin cells, creates an environment for bacteria to thrive. Consequently, the inflammatory response from acne healing results in hyper-pigmentation and overly sensitive skin that requires specialized formulations to tackle acne-related concerns.
Gen Alpha – Too Early, Too Soon
In recent years, a growing number of preteens, or Generation Alpha (Gen Alpha/”Sephora Kids”), heavily influenced by social media beauty creators has become obsessed with skin care products.33 Consuming products that were not developed for sensitive young skin, such as anti-wrinkle serums and exfoliants, has become a growing concern for not only the adults in Gen Alpha’s lives, but also brands, as a strategy is now required to protect and cater to the growing interest of such young consumers.
This trend, although initially concerning and alarming, may be a great educational opportunity to introduce good daily practices such as face washing with gentle products and the use of sunscreen. Such practices can positively influence Gen Alpha’s skin health down the line.
Conclusion
Skin care is not a one-size-fits-all category — it’s about meeting the unique needs of each generation. From Gen X’s focus on anti-aging, to Gen Z’s love for clean, minimalist beauty, everyone has different priorities when it comes to skin care products.
As consumers become more aware of what’s in their products, and as brands keep innovating their formulations with groundbreaking scientific discoveries, personalization and sustainability are taking center stage, empowering cosmetic scientists to appropriately formulate for “demographic beauty.”
Sustainable and biodegradable raw materials, such as Glycerin, Cocamidopropyl betaine, and Cocamidopropyl hydroxysultaine, have become highly practical and essential options in the production of products suitable for all age groups due to their mildness and compliance with consumer-desired standards.
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