The beauty and personal care industry is in constant motion, but what drives a purchase isn’t the same for every consumer. A closer look at generational differences reveals not only how people shop, but why they shop — and why understanding those nuances is critical for brands that want to thrive.

From Baby Boomers who prize ritual and consistency to Gen Z who treat TikTok like a beauty counter, each generation defines beauty in its own terms.

Baby Boomers & Gen X: Beauty as Ritual and Reliability

For older generations, beauty routines were built around tradition. Department store counters, glossy magazine ads, and celebrity spokesmodels defined the standard of beauty.

  • What they value: Trust, quality, and results that deliver on promises.
  • How they shop: In-person experiences still matter — from fragrance sampling to skincare consultations.
  • Loyalty drivers: Consistency. Once a product earns trust, these consumers are far less likely to switch.

Brand takeaway: Authority and expertise go a long way. Messaging that emphasizes reliability, science, and proven performance resonates strongest.

Millennials: Beauty as Self-Care and Status

Millennials bridged the gap between traditional and digital beauty. They’re the generation that made YouTube tutorials, beauty bloggers, and subscription boxes mainstream.

  • What they value: Experiences — whether it’s premium skincare as “self-care” or limited-edition collabs that feel exclusive.

  • How they shop: Both online and offline, seamlessly. They’ll research digitally but still browse in stores like Sephora and Ulta.

  • Loyalty drivers: Wellness and sustainability. They’ll pay more for products that align with lifestyle values.

Brand takeaway: Storytelling matters. Millennials want to know how products fit into a healthier, more mindful life.

Gen Z: Beauty Without Boundaries

Gen Z is rewriting the rules of beauty entirely. For them, products are tools for self-expression rather than a pursuit of perfection.

  • What they value: Authenticity, inclusivity, and affordability. “Dupe” culture has made it cool to find alternatives, not just prestige products.

  • How they shop: Fast, omnichannel journeys — discover on TikTok, validate with reviews, buy online, and still head in-store to play and share.

  • Loyalty drivers: Purpose and representation. They want brands that stand for something, and they aren’t afraid to switch if a brand feels inauthentic.

Brand takeaway: Gen Z is the most diverse, socially aware generation — they expect beauty brands to reflect that. Representation in both products and campaigns is non-negotiable.

Why Generational Differences Matter

Each generation’s approach to beauty is shaped by culture, technology, and identity. Boomers lean on trust and ritual. Millennials seek balance between self-care and premium experiences. Gen Z wants beauty to be boundaryless, inclusive, and fast-moving.

The challenge for brands? Building strategies that resonate across age groups while staying agile enough to meet the rapid shifts of Gen Z.

What’s Next: Culture Meets Commerce

Generational insights only tell part of the story. Ethnicity and cultural influence are reshaping expectations across all ages — from shade inclusivity to textured hair care to the rise of K- and J-beauty.

We’ll dive into those forces in Part 2 of our series: Why Ethnicity and Culture Are Redefining Beauty Standards.

At Insights in Marketing, we help brands uncover the consumer truths that go beyond surface trends.

Want to understand how generational insights can sharpen your strategy?

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