Forgotten no more: Generation X is driving beauty sales

gen x, born 1965-1980, is now the biggest driver of beauty sales. often called the forgotten generation, they're set to be the global consumer spending leader through 2033, surpassing $20 trillion in total spending power, per nielseniq. they already make up roughly 25% of all beauty spend, and that market will grow to 1.3 times its current size in five years. circana data shows gen x households accounted for 44% of all beauty dollars spent in the past year, with skincare the top category. ulta ceo kecia steelman told yahoo finance in april that catering to older customers is part of the strategy: "50 is the new 30 and 60 is the new 40s." sephora is also expanding its gen x-focused brands, including yse beauty by molly sims and u beauty. the generation is financially stable, leans into anti-aging and longevity, and has high brand loyalty. alixpartners consultant lindy firstenberg said gen x's spending power is nearly 25% above the national average, and they'll maintain the highest spend by generation for at least the next eight years.