Gen X shoppers are emerging as a dominant force in beauty spending, with their preferences shaping product demand and influencing retail strategy across global markets. In a recently released report, consumer insight firm NielsenIQ (NIQ) has projected the generation’s beauty expenditure will increase by $80 billion over the next five years, reinforcing its role as a crucial driver of category growth.
“In 2025, Gen X will spend an estimated $15.2 trillion in 2025 alone and remain the highest-spending generation in the next decade,” Tara James Taylor, Global SVP, Beauty Vertical at NIQ, told CosmeticsDesign US, citing data from World Data Lab. “This spending power is happening today because members of Gen X are now in their peak earning years.”
We spoke with Taylor for her insights into the report’s most surprising findings and her recommendations on how industry stakeholders can leverage data to connect with Gen X beauty consumers.
Peak earners with growing influence
Gen X consumers, now in their forties and fifties, are both financially powerful and deeply involved in household decision-making. Taylor noted that women are leading this shift, controlling “50% (a staggering $31.8 trillion) of worldwide spend” and emerging as “the most active CPG buyers and most influential family decision-maker” in many countries.
Beyond financial clout, Gen X is rethinking what beauty means. She described this shift as a recalibration, in which consumers seek products that balance “benefits with simplicity, legacy with innovation, and luxury with accessibility.”
Unlike Millennials experimenting with DIY beauty or Boomers focused on price and convenience, Gen X prioritizes well-being, and “is focused on feeling good and prioritizing personal well-being over external expectations,” she said.
Skin care and services drive growth
The report identified beauty services and skin care as the categories best positioned to capture Gen X’s growing spending. Services remain the largest segment, with a projected 5.2% CAGR over the next decade, while skin care creams are set to expand even faster at 5.6%.
Anti-aging remains central to this demand. “Gen X consumers are also looking for longevity and benefits-focused anti-aging products, with 82% of consumers stating that anti-aging benefits are important to them,” Taylor added.
Shopping across channels
The report examined how Gen X’s shopping habits spanned both physical and digital spaces, requiring flexibility from brands. While e-commerce accounts for 43% of all U.S. sales, Taylor emphasized that consumers are not choosing one channel over another.
“They aren’t just choosing between online and offline—they’re seamlessly moving between platforms,” she explained. Therefore, she recommended, “brands and retailers need to provide a cohesive, channel-agnostic experience to stay relevant and capture share at every point of interaction.”
The generation’s presence on TikTok also underscores this omnichannel behavior. According to Taylor, citing data from SPATE, “Out of 3.5B total Gen X beauty related views on TikTok, makeup comprises a whopping 53.0% followed by skincare at 27.6%.”
Many also use social media as an entry point for product discovery. According to the report, 35% search on TikTok before turning to Google, while 38% say social platforms are their primary source for learning about new products.
Amazon continues to dominate e-commerce in beauty across North America, Europe, and India, particularly in dermocosmetics, while TikTok Shop is gaining ground in multiple markets. “In the U.K., TikTok Shop is the #2 online merchant for beauty… while in the U.S., it has reached #7 for beauty categories as of the last 12 months,” Taylor illustrated.
Convenience as a competitive edge
Time-pressed Gen X consumers are increasingly drawn to beauty solutions that fit seamlessly into their lives. Taylor noted that “convenience isn’t just about format, it’s about being easy to find, easy to buy, and easy to trust.”
This translates into multi-functional products, intuitive packaging, and availability in all-in-one destinations, such as supermarkets, hypermarkets, and online marketplaces, she highlighted. Products that combine steps, such as SPF-infused moisturizers or cleansing balms with exfoliating benefits, align with streamlined routines.
In-store staff also remain a key influence for this generation, with well-trained advisors helping drive trial and conversion, she added.
Regional strategies and long-term loyalty
The report also explored how regional differences are influencing where and how Gen X spends. In the Asia-Pacific region, skin care dominates, while in Europe and North America, services hold a larger share of consumer attention. Taylor pointed to aging populations in Japan and Italy as markets where “solutions addressing longevity and wellness” are critical, while India and Mexico see younger cohorts leading category dynamics.
Looking ahead, Taylor urged manufacturers not to overlook Gen X in the rush to win over Gen Z. “To unlock Gen X’s spending power, ensure that they don’t get lost in the Gen Z marketing rush,” she cautioned. Representation, age-relevant education, and product testing that reflects Gen X needs are all essential, she added.
With spending projected to peak in the 2040s, the long-term opportunity is significant. “With beauty services driving over half their spending—and $89B in growth forecasted over the next decade—brands must claim their place in these spaces,” she concluded.
