The importance of Gen X’s influence should not be underestimated, with this age group making up 25% of the beauty category’s total spend at US$1.5tn, according to NielsenIQ’s latest data.
The market research and consumer insights company’s latest report – ‘The X Factor: How Generation X is Quietly Driving Trillions in Consumer Spending’ – found that 45-to-60-year-olds make up just under one quarter (24%) of total spend for beauty products in 2025 and 27% for beauty services.
Skin care – creams ($184bn), make-up ($92bn) and hair care ($93bn) are among Gen X’s most prevalent categories, seeking products that “balance benefits with simplicity”.
Skin care – washing ($84bn) and fragrances ($69bn) are also popular with this age group, according to the data.
In the US specifically, ecommerce makes up 43% of Gen X’s beauty spend, highlighting the value of convenience for this demographic when shopping.
And with beauty giants like L’Oréal Paris and Estée Lauder working hard to woo Gen X this year, the data makes sense.
NielsenIQ’s report provides a global analysis of Gen X consumer behaviour and spending trends, based on proprietary NIQ and World Data Lab (WDL) data, including WDL’s consumer spending forecasts.
It has predicted that the Gen X beauty market is forecasted to grow to 1.3 times its current size in the next five years.
Beauty services will grow at a 5.2% CAGR during this time, while skin care (creams) will soar at a 5.6% rate.
“Gen X consumers are not just in their peak earning years; they are in their recalibration years,” read a statement in NielsenIQ’s report.
“They are redefining what value means in the beauty category, seeking products that balance benefits with simplicity, legacy with innovation, and luxury with accessibility.
“In other words: they are gravitating toward beauty services and products that feel both elevated and grounded.
“Winning with Gen X in beauty means aligning with the deeper values they identify with – trust, quality and authenticity – while respecting their desire for products that fit effortlessly into their demanding lives.”
Manufacturers and retailers could capture an additional $80bn in beauty services and beauty products from Gen X in the next five years alone, claims the analyst, with APAC and North America accounting for nearly two-thirds of this predicted growth.
“While Gen X will not hit its peak spend until the 2040s, retailers and manufacturers in the consumer packaged goods (CPG) and tech & durables (T&D) industries only have a few years to maximise Gen X spend before this cohort’s share of total spending starts to decline,” stated the report.
“We are certain that manufacturers and retailers will see measurable growth if they properly invest in Gen X.”
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