Gen X is fast becoming one of beauty retail’s most valuable customer groups, as new data shows the so-called ‘forgotten generation’ is set to outspend younger shoppers in the category.

While much of the industry has been chasing Gen Z and Gen Alpha, shoppers born between 1965 and 1980 now represent a major growth opportunity for beauty retailers.

According to NielsenIQ, Gen X will remain the world’s leading consumer spending group until 2033, with spending power set to surpass $20tn.

The cohort already accounts for around 25 per cent of total beauty spend, covering both products and services.

Circana data also found households with Gen X members accounted for 44 per cent of the total money spent on beauty over the past year, with skincare their biggest category.

The opportunity is reportedly being driven by a mix of financial stability, brand loyalty and rising demand for products focused on skin health, longevity and anti-ageing.

Ulta Beauty chief executive Kecia Steelman recently said serving older shoppers was a key part of the retailer’s strategy, adding that consumers in their 50s and 60s increasingly want products that help them “age gracefully”.

Sephora is also widening its range for Gen X customers, with brands including YSE Beauty by Molly Sims, Sarah Creal and U Beauty, while Bluemercury has leaned into the market with campaigns celebrating women over 40.

Experts said retailers that win with Gen X will be those offering expert advice, strong product curation and a more service-led experience.

Unlike younger shoppers, Gen X is less driven by hype and more focused on products that deliver visible, long-term results across concerns such as dry skin, hyperpigmentation and ageing.

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