top of page

Insight of the Day: Gen Z are spending more on beauty in 2024. How can brands win their wallet?


Gen Z is the fastest-growing and highest-spending demographic in the beauty industry, with a significant impact on market trends.


  • Gen Z is worth £2.3 billion to the UK beauty market, with sales growing 17% year over year.

  • They spend an average of £466 per year on beauty products, more than any other demographic.

  • 21% of UK Gen Z consumers plan to increase their beauty spending in 2024.

  • Beauty products are among the top categories Gen Z intends to splurge on in the US.

  • Gen Z women in the US are 66% more likely than the average woman to spend generously on beauty products.

Key Takeaway:

Gen Z is a crucial demographic for the beauty industry, and brands need to adapt their strategies to cater to their unique preferences and values.


Gen Z is driving a significant shift in the beauty industry towards more inclusive, sustainable, and digitally-focused brands.

Consumer Motivation:

Gen Z is motivated by self-expression, individuality, social media influence, and a desire for brands that align with their values.

Driving the Trend:

The rise of social media, increasing awareness of social and environmental issues, and a desire for authenticity are driving this trend.

People Referred to in the Article:

N/A (The article focuses on Gen Z as a whole rather than specific individuals.)

Description of Consumers and Product/Service:

The article refers to Gen Z consumers in the UK and the US who purchase beauty products. The age range for Gen Z is typically defined as those born between the mid-1990s and early 2010s.


Gen Z's influence on the beauty industry is undeniable, and brands must adapt to their preferences and values to remain competitive.

Implications for Brands:

  • Brands need to focus on creating authentic, inclusive, and sustainable products.

  • They should leverage social media platforms to connect with Gen Z consumers.

  • Brands should prioritize digital marketing and e-commerce strategies.

  • They should offer personalized experiences and products that cater to individual needs.

Implications for Society:

  • Gen Z's influence could lead to a more inclusive and diverse beauty industry.

  • Increased awareness of social and environmental issues could drive positive change in the industry.

  • The rise of digital marketing and e-commerce could transform the way beauty products are sold and marketed.


bottom of page