Pure Beauty

Beauty brands are tripping over themselves to target Gen Z. But not these companies

By Alessandro Carrara | Published: 25-Jul-2023

While Gen Z continues to dominate the beauty industry’s attention in 2023, Cosmetics Business looks at the ageing millennial beauty shopper and why the industry could be missing out by not effectively catering to them

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Once the hot ticket generation every beauty brand wanted to target, millennials have been muscled out in 2023 by Generation Z and its seemingly insatiable appetite for cosmetics and skin care.

For older millennial beauty shoppers, defined as those aged between 33 and 41, they now find themselves in a much more isolating position compared

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