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This article was originally published in the Beauty Consumers Trend Report. Receive your copy here

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This time last year, the conversation around Gen Alpha’s obsession with skin care had barely begun, but within months this topic became a headline-grabbing, controversial matter.

The data followed: in March , NIQ reported that in the US, households with tweens are driving 49% of mass skin care’s growth.

While this is the most dramatic consumer shift the beauty industry has likely seen in the past year, evolving trends across every generational demographic, from buying preferences to product usage, are explored in this report.

Beauty moves fast, and propelling the category forward is the ever-shifting behaviour of consumers, who are increasingly informed, empowered and demanding.

The industry’s ability to adapt to consumer needs and behaviours as they evolve has played a key role in the resilience of the beauty sector.

Despite the cutbacks consumers have made in other areas, beauty stands out as one of the exceptional categories in which they will continue to spend.

A new survey of UK consumers, conducted in early April by L.E.K. Consulting found that consumer sentiment regarding personal finances is still muted, nevertheless personal wellbeing remains a priority area.

72% of consumers said that if they had 10-20% more to spend on personal care, they would choose skin care; 67% would choose hair care and 44% make-up.

So which demographics are driving the most growth in beauty?

According to Kantar, UK category sales among consumers under 24 are growing by 17% year-on-year, while, for millennial 24-35 year olds, sales are up 13%.

For the middle age group of consumers aged 35 to 64, performance slows to 1.6%, before picking back up at the 65-plus bracket, with shoppers in this segment driving sales up 11%.

“It’s interesting that we see a polarisation in terms of performance at both ends of the spectrum,” Kantar’s Health and Beauty Business Unit Director Matt Maxwell tells Cosmetics Business.

“The middle core segment are not driving as much growth and this is because they are the demographic that is probably most impacted by the cost of living crisis.

“They might have young kids and mortgages, and have probably felt the impact of that, which is why some of their discretionary income on segments like beauty hasn’t been as strong this year.

“The younger age group are probably less impacted by these responsibilities, and older age groups may have paid off mortgages.”

The strong link that beauty has with personal identity and wellbeing might go some way to explaining why consumers continue to invest in this category whilst cutting back on other areas of discretionary spend.

Unexpected trends have also surfaced, such as how Gen Z consumers are buying into anti-ageing products and treatments.

“We’re seeing more and more engagement with anti-ageing products across younger consumers than ever before,” says Maxwell.

In fact, a new survey from global filler company Teoxane has found that over a third of 18-25 year-olds say they are likely to have an aesthetic treatment in the future – more than any other age group – with 53% citing confidence as the reason.

But a quieter shift is also happening among the over 60s – boomers – who are re-writing the meaning of later life living.

They are increasingly tech-savvy – online purchasing is now frequent among boomers and their use of TikTok has increased by 57% since according to GWI.

And the changes in how they live will not only influence their own ageing journey, but will set a precedent for future generations, says The Future Laboratory, in its Generations: Now & Next report.

The need to understand each life stage of the consumer across different age points has never been more important, and beauty brands are challenged to keep up.

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Trend 1: Gen Alpha: Give us shelfie-worthy skin care

With an intriguingly sophisticated eye for aesthetics and a passion for shelfie-worthy product, Gen Alpha’s fixation with skin care is not about what’s inside the bottle, it’s about how collectable, scroll-stopping and sharable the product is.

Alphas are in fact doing what tweens have always done: from Pokemon cards to plushies, Lego figures to L.O.L. dolls, children have an innate desire to collect.

What’s different for this generation is that they have been online since they were born, and a world without social media and influencers has never existed for them.

The result is that for Gen Alpha, beauty is a gamified, collectable experience that starts with the thrill of the acquisition and is followed by sharing and a sense of connection.

This trend explores how brands will be increasingly challenged to adapt aesthetics in order to stay relevant with this generation's expectations, as they shift so rapidly – and how future designs can stand out.

Trend 2: Winning Gen Z's wallet has never been harder

If Gen Z were not already viewed as the beauty industry’s generational equivalent of A-list celebrities, this latest data would swing the pendulum firmly in their favour.

The so-called ‘TikTok generation’ are worth £2.3bn to the total beauty category in the UK, and sales among the under 24s are growing by 17% year over year – the fastest of any demographic, according to Kantar.

This is a cohort that, currently aged 14 to 27, are starting their first jobs, climbing career ladders and therefore increasing their purchasing power.

But Gen Z also consider many more factors than other generations when making a purchase, so brands need excel in multiple areas to attract and retain these customers.

This trend identifies what they are, and how beauty brands can win Gen Z.

Trend 3: Millennials are beauty's e-commerce power shoppers

Gen Z may be the first truly digitally native generation, but when it comes to purchasing beauty online, millennials significantly top the bill as the industry’s power shoppers.

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A survey conducted by Statistica in Q2 , found that millennials are significantly more likely to purchase beauty products online than other generations, and Kantar’s UK data concurs: 56% of their beauty spend is online, the biggest over-index of any demographic (52 w/e 31 March ).

There is an obvious explanation: the millennial generation is time-poor and cash-rich. But there may also be a knock-on effect of the shopping behaviour shifts that happened during Covid.

For beauty brands and retailers, it is essential to optimise their e-commerce marketing strategy to attract millennials, and creating campaigns around what they care about is key.

Trend 4: Gen X want brands to cut the BS

As the no-nonsense generation, Gen X have a very clear message for beauty brands: cut the BS.

This is a cohort that, aged 43-58 are often more self-assured and confident they’ve ever been, and are more content in their own skin and body, says Hannah Cook, Head of Growth and Innovation at The Pull Agency, which researched this demographic for the report, Gen X: The Invisible Generation in January .

Many Gen Xers are still looking after young children or teens while becoming caregivers for their own parents, and because of this they haven't got time for marketing fluff or gimmicks, nor do they have time to do hours of research to find the right product.

“All they want to know is does it work, and is it going to help them address the problem they feel they have”, says Cook.

“For Gen X, it’s obvious when a brand is not being sincere. Gen X are pragmatic and respond best to no-nonsense, to the point communication and product regimes.”

This trend explores how brands can hit the mark with Gen X.

Trend 5: Boomers: most engaged yet most overlooked

Take a guess: which demographic is the most engaged with beauty?

If Gen Z comes to mind, surprisingly it’s the wrong answer, according to Kantar’s Face Value: The Global Foundation of Beauty Insights report.

Women, aged over 55 – the majority of whom are boomers – are the only demographic to have increased their use of beauty products since .

And according to Kantar Worldpanel, they have a ‘profound engagement’ across a spectrum of beauty categories, and show a particular affinity for skin care products.

The fact that it is surprising news that boomers’ product use exceeds other generations says a lot about the way that the beauty industry speaks to and represents this demographic.

Beauty brands over-index on young consumers in who they target, with most focusing on millennials and Gen Z.

“They’re often overlooked by all the marketing and everything else, but they represent a big opportunity on the flip side,” says Kantar Worldpanel’s Strategic Insight Director Maya Zawislak.

Eye Makeup Market Summary

Additionally, the young, working population in developing countries such as China, India, with increased disposable income, prefer using cosmetic products for beauty & personal care, further expanding the market. The rapidly growing corporate sector, or the formal organized sector, has fueled the demand for cosmetics among female employees due to the rising beauty consciousness.  

Furthermore, growing influence of social media has favored the market growth significantly. Several young consumers tend to check the product quality and feedbacks from the social medial apps such as Instagram, YouTube, Facebook and online blogs on beauty care. Manufacturers have strategically adopted these digital platforms as marketing tools to communicate the product with potential consumers directly. Companies can demonstrate advantages and best ways to use products through social media influencers and celebrity campaigns, which ultimately drive the product demand. In , “doe eye” and “pastel eyeshadow” were among the most-searched eye makeup trends according to Revlon India.

Eye makeup products are majorly used by women consumers, and the market has significantly surged in recent years with growing population of working women. Financial independence and professional grooming standards have been boosting the demand of makeup products.

Moreover, as chemical based cosmetic products exhibit several side effects, consumers are preferring natural and organic products which are ecofriendly and safe to use. Rising awareness about environment and growing popularity of vegan cosmetics is anticipated to foster the market of natural cosmetics in coming years. In , Vellvetter Lifestyle Pvt Ltd, acquired a natural cosmetics brand, ENN Beauty.

Product Insights

Mascara held the largest market share of 34.9% in terms of revenue in . It is commonly used to enhance the appearance of eyes by making eyelashes look thicker, dark and wider in low costs and without any side effects. Mascaras are convenient to apply and remove compared to the other alternative of eyelash enhancement. Also, modifications such as waterproof mascaras are gaining significant popularity due to their user friendliness. Aggressive promotions and celebrity endorsements are driving the segment’s growth.

The eye shadow segment emerged as the fastest growing segment with a CAGR of 6.2% over the forecast period. These products allow users to wear unique and unconventional eye makeup and expected to gain popularity among consumers who like variations in eye colors.

Source Insights

Eye makeup products from conventional sources dominated the market and accounted for 64.5% of the revenue share in . Quick and long lasting experience are the important factors supporting the dominance of these products. The synthetic formulae in conventional eye makeup products cater a uniform and clean appearance, eventually majority of consumers prefer these products in their makeup.

Organic sources are expected to grow at the fastest CAGR of 6.5% over the forecast period. Increasing awareness about harmful side effects of chemical based cosmetics on skin & environment and animal cruelty involved in the process are expected to augment the market growth in coming years. Natural cosmetics are ecofriendly, not tested on any animal and offer a natural touch to the appearance.

Distribution Channel Insights

The offline segment led the market with 85.6% of the global revenue share in . This segment includes supermarkets and hypermarkets, cosmetics shops, drug stores, brand outlets, mom and pop stores, and direct selling. In , Amway was considered as one of the largest direct-selling channels for personal care products in the world. Other than Amway; Oriflamme, NuSkin, and Mary Kay were the major direct selling beauty brands. The offline purchasing enables consumers to screen the products physically and discuss with the sales executives.

The online channel segment is anticipated to register the fastest CAGR of 8.3% over the forecast period. Penetration of smartphones and internet across the world even in rural areas has exponentially increased online sales. According to Oracle, around 2.64 billion people purchased goods or services online in .  Availability of various branded beauty products, doorstep delivery and prompt post sale services are the features consumers are looking out for.

Regional Insights

North America held a sizable market share 23.9% in terms of revenue in . The dynamically changing makeup trends in the region are driving the market. Consumer behavior is inclined to try latest trends in eye makeup ultimately demand of mascara, liner, brow, and shadow products has witnessed a significant growth. Also, large number of salons are operated in the region and are boosting the eye makeup market further.

U.S. Eye Makeup Market Trends

The presence of working women who are extremely aware about the skin care and physical appearance is the key factor impacting the U.S. market. Additionally, numerous beauty care companies offering a wide array of cosmetics is driving the regional market. According to a report by BG Falcon Media, around 74% of women in U.S. wear makeup, eye shadow and eyeliner were among the top 5 products used by them.

Europe Eye Makeup Market Trends

Europe dominated the regional market by capturing the largest revenue share of 34.8% in . Presence of fashion hubs such as France, Germany, U.K., Italy, Spain, and Poland are the key contributors in the regional growth. Key players in the cosmetics industry have invested in the region resulting in enhanced research facilities and innovative products. In recent years, consumers are preferring natural products over synthetic products, with the growing consciousness about side effects of chemical based products.

Asia Pacific Eye Makeup Market Trends

Asia Pacific is projected to expand at the fastest CAGR of 8.3% from to . The region includes prominent countries such as China, India, South Korea, Malaysia and Japan. Growing middle class population and presence of women employees in various industries coupled with fashion consciousness are expected to raise the demand of this market. China has displayed a prominent surge in eye makeup market owing to the young population paying attention to the trends in beauty care.

Key Eye Makeup Company Insights

Some of the key companies in the eye makeup market include L’Oréal S.A., Coty Inc., Shiseido Company, Limited, The Estée Lauder Companies Inc., Natura & Co and others. These companies are adopting digital marketing strategies, celebrity endorsements and collaborations to capture the potential customer base.

• L'Oréal S.A offers a wide range of eye makeup products such as mascara, eyeliner, eyebrow kits, eye pencils, and eyeshadows. The products are available in different finishes and are easy to apply, even for beginners. Its objective is to offer a sophisticated look through a variety of products.

Recent Developments

• In June , Kay Beauty announced the launch of 3 new products including, a Brow Tattoo Liner, a Microblading Brow Pen and 24-Hour Colored Matte Kajal (4 shades).

• In May , Nykaa announced the launch of 4-in-1 Quad Eyeshadow Palette. It is a pigmented formula and ensures colors are long lasting and vibrant.

Eye makeup Market Report Scope

Global Eye Makeup Market Report Segmentation

This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from to . For this study, Grand View Research has segmented the global eye makeup market report based on product, source, distribution channel, and region:

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