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Generation X is driving beauty sales

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Generation X is driving beauty sales

Ryan Mckeever | E+ | Getty Images

Move over, Sephora kids.

While younger generations have been buying beauty products in droves, data shows that a different generation holds more spending power: Generation X.

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Often dubbed the “forgotten generation,” Gen X spans those born between 1965 and 1980, according to Pew Research Center. Sandwiched between baby boomers and millennials, the often-overlooked generation hasn’t held the spotlight nearly as much as its counterparts.

But experts said it may be one of the most important generations for the beauty industry over the next few years.

Gen X will be the consumer spending leader globally through 2033, surpassing $20 trillion in spending power, according to data from NielsenIQ. The generation makes up roughly 25% of the total spend for beauty, both on beauty products and beauty services.

More importantly, the Gen X beauty market will grow to 1.3 times its current size in the next five years, NielsenIQ said.

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That growth, according to the company, comes from a culmination of factors: The generation is financially stable and well established, has been leaning into anti-aging and longevity trends, and is heavy on brand loyalty.

According to Chicago-based market research firm Circana, households with members of Gen X accounted for 44% of total dollars spent on beauty in the past year, with skincare being their top category.

“This aligns with how beauty companies are focusing on solutions tied to skin health, anti-aging and long-term results, which are all areas that resonate strongly with Gen X consumers,” said Larissa Jensen, a beauty industry advisor at Circana.

The cohort will also see an increase its spending across haircare and makeup, Jensen added.

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It’s a trend that’s been complemented by a broader focus on wellness and anti-aging.

“We’re not ignoring people as they get older in the beauty industry as much anymore,” said Anna Mayo, a NielsenIQ beauty thought leader. “For the first time, we’re seeing brands launched and they’re talking about menopause. … I think that really helps keep people engaged. They feel like they’re not buying something that was made for a college student.”

Gen X is also at the “prime spending phase” of their lives, with NielsenIQ estimating that between 2021 and 2033, the cohort will spent $15.2 trillion a year, expected to rise to $23 trillion by 2035.

Though the generation is spending its money experimenting with different brands and products, Mayo noted that its members have high brand loyalty and are likely to stick to and continue investing in a product once it sticks.  

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“Part of this is the industry has gotten really good at developing brands that are made for a lot more niche audiences,” she said. “We’re less so in the era of these mass market brands.”

The retail winners

A shopper enters an Ulta Beauty store in Pleasant Hill, California, US, on Wednesday, Dec. 3, 2025.

David Paul Morris | Bloomberg | Getty Images

It’s a growth that companies are taking note of, too. In early April, Ulta CEO Kecia Steelman told Yahoo Finance that catering to older generations is part of the company’s business strategy.

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“I think 50 is the new 30 and 60 is the new 40s,” she said. “So those of us that are aging, we want to age gracefully, so if we can find products that are actually helping the longevity of the look, we’re leaning into that.”

Ulta did not respond to CNBC’s request for comment.

Sephora is seeing similar growth, telling CNBC the company is actively investing in broadening its brands that target the high-spending Gen X group.

“As we expand our assortment – particularly for our Gen X clients, with brands like YSE Beauty by Molly Sims, Sarah Creal and U Beauty – our focus remains on delivering brands with a clear understanding of our consumers’ goals, concerns, and preferences, while elevating authentic founder stories and expertise, which we know resonates with our clients,” Carolyn Bojanowski, Sephora’s U.S. executive vice president of merchandising, told CNBC in a statement.

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Bluemercury, a personal care company, even launched a campaign last year celebrating women who are over the age of 40. The company identified Gen X as one of its biggest opportunities given its spending power and focus on luxury beauty.

The winners from Gen X’s spending spree will be clear, according to Lindy Firstenberg, a consultant at AlixPartners.

“Ulta is going to win because they’ve doubled down on wellness, and they have a huge focus on menopause brands,” Firstenberg said.

While Sephora has been outwardly advertising for younger cohorts, Firstenberg said even it’s emerging as a sort of Gen X “hotspot,” along with Bluemercury. The key, she said, has been investing in curation and one-on-ones with clients.

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Members of Gen X, who grew up with salespeople working counters at department stores, invest in the experience as well as the product. Firstenberg said the importance of knowledgeable sales associates is 23% higher for Gen X than for Gen Z.

Brands that focus on meeting Gen X where they are instead of chasing younger generations, will secure their spending power, Firstenberg added.

“That is what Gen X wants: They want the best products, they want to be educated, they want that high talent and they want that service,” she said.

How Gen X spends

Shoppers are seen outside the French multinational personal care and beauty retail brand Sephora store in Spain.

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Xavi Lopez | SOPA Images | Lightrocket | Getty Images

Kirti Tewani, a member of Gen X and a content creator focused on promoting beauty and wellness for her cohort, said she’s seen a growing interest in investing in products that work to slow down or prevent further aging.

That generation posed a largely “untapped” market when she started seeing increased attention on it roughly two years ago.

“Gen X has been a generation that has gone through so many ups and downs in their lives that now we are at a position where we’re financially more independent, the kids have grown older and now we have the time to put into ourselves,” she said. “So we’re taking care of ourselves from the inside out.”

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Tewani said she’s specifically seen Gen X focused on products that boast long-term effects and target areas like hyperpigmentation, dry skin and large pores. They’re also pairing those products with a wellness-focused lifestyle, she added, focusing on diet, exercise and sleep.

The generation is also looking for clean ingredients, according to Tewani, coinciding with a larger push toward simpler formulations in the beauty industry.

“I think the brands definitely knew that this was coming,” Tewani said. “Now, more brands are jumping on the bandwagon because they’re understanding where the spending markets are, and Gen X definitely fills in that gap.”

And Gen X’s age also means its spending for beauty expands beyond the surface level.

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According to AlixPartners’ Firstenberg, people of those age are likely to be in a so-called “sandwich generation,” which means they’re buying beauty products for both parents and children, contributing to its large spending share.

It’s also not a generation that’s focused on newness or flashy marketing and instead want the products that show proven results.

Gen X’s spending power is nearly 25% above the national average, she added.

“We’re not only seeing that they have this power, but they yield it,” she said. “They’re going to maintain this highest spend by generation for at least the next eight years.”

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Elon Musk’s case against ChatGPT maker OpenAI, Sam Altman set to go for trial; fraud claims withdrawn

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Elon Musk's case against ChatGPT maker OpenAI, Sam Altman set to go for trial; fraud claims withdrawn
A U.S. judge on Friday dismissed Elon Musk‘s fraud claims in his lawsuit accusing OpenAI and co-founder Sam Altman of betraying OpenAI’s original mission, but plans ‌to proceed ⁠to ⁠trial on Musk’s breach of charitable trust and unjust enrichment claims.

The ruling was issued by U.S. District Judge Yvonne Gonzalez Rogers in Oakland, California.

Jury selection is scheduled to begin on Monday, and opening arguments are ⁠expected on ‌Tuesday.

Musk had said dismissing his fraud and constructive fraud claims, which he ⁠proposed, would streamline the case and keep jurors focused on his goal of ensuring that OpenAI benefit humanity rather than be a “wealth machine.”

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The case centers on Musk’s claim that OpenAI, Altman and Microsoft, one of OpenAI’s largest investors, ‌conned him and the public by forming a for-profit entity in 2019, after he left OpenAI’s ⁠board.


OpenAI is preparing for a potential initial public offering that could value it at $1 trillion, Reuters has reported.
Musk is seeking $150 billion in damages, according to a person involved in the case, with proceeds going to OpenAI’s charitable arm.

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Taylor Swift Travis Kelce Shift Wedding to Manhattan July 3 in Star-Studded NYC Blowout

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Taylor Swift, Travis Kelce, Alysa Liu Steal Spotlight at 2026

NEW YORK — Taylor Swift and Travis Kelce have dramatically shifted their wedding plans to Manhattan, with save-the-dates reportedly circulating for a July 3 ceremony in New York City that promises to be one of the most anticipated celebrity events of 2026.

Taylor Swift, Travis Kelce, Alysa Liu Steal Spotlight at 2026
Taylor Swift, Travis Kelce

The couple, engaged since August 2025, had fueled months of speculation about a Rhode Island celebration near Swift’s waterfront estate in Watch Hill on June 13 — her lucky number and a Saturday. Those rumors were firmly shut down earlier this month when a prominent wedding planner confirmed she was handling another event at the Ocean House resort that day.

Page Six first broke the news of the pivot, citing a source familiar with the plans. Save-the-dates have gone out, locking in the Friday before Independence Day in the city Swift has long called home. The date aligns perfectly with Swift’s well-known love for Fourth of July celebrations, which have historically drawn A-list crowds to her properties.

Insiders describe the move to Manhattan as a practical and symbolic choice. Swift maintains a significant presence in Tribeca, where she owns adjacent penthouses, and the couple frequently splits time between New York and Kansas City. A larger venue in the city can accommodate an expanded guest list that earlier Rhode Island plans might have constrained.

Speculation swirls around potential locations, including iconic Manhattan spots like the Plaza Hotel, the Frick Collection or even more private estates outside the city but still in the metro area. No official venue has been confirmed, and representatives for both Swift and Kelce have remained silent on the details.

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The reported shift reflects evolving priorities. Earlier concepts centered on an intimate gathering of about 150 guests split between Swift’s Rhode Island mansion and a nearby resort. The Manhattan option allows for a grander scale while maintaining the privacy the couple has fiercely guarded throughout their relationship.

Security is expected to be unprecedented. With Swift’s global fame and Kelce’s NFL stardom, the event will likely involve layers of NDAs, restricted phone policies and heavy protection for guests. Reports suggest each save-the-date includes personalized elements to trace any leaks.

The timing also dovetails with Kelce’s NFL schedule. The Kansas City Chiefs tight end has committed to a 14th season, with training camp looming in late July. A July 3 wedding leaves breathing room before football obligations intensify.

Friends and family are buzzing. Selena Gomez and Gigi Hadid are frequently mentioned as potential bridal party members, while Kelce’s brother Jason is the presumed best man. Guest list drama has already surfaced, including questions about Blake Lively’s status amid reported tensions.

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Swift’s inner circle has urged fans and media to respect boundaries. Travis’ sister-in-law Kylie Kelce recently pushed back against constant wedding inquiries, emphasizing that details will remain closely held until the couple chooses to share them.

The couple’s relationship continues to captivate the public. Since going public in 2023, Swift and Kelce have blended pop music and football in unprecedented ways. Her appearances at Chiefs games became cultural events, while Kelce has embraced life in the spotlight with humor and support for Swift’s career.

Professionally, Swift remains at the peak of her powers. Her 2025 album The Life of a Showgirl earned critical and commercial success, though she has signaled a deliberate pause on touring to focus on personal milestones. No new album or tour has been announced for 2026, giving her space to savor this chapter.

Kelce, fresh off another strong season, has spoken openly about balancing football with his personal life. Insiders say the couple is “nesting” and preparing for what could be the next phase, including thoughts of family.

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New York City itself holds deep meaning for Swift. She has described the city as a place of reinvention and creativity throughout her career. Hosting her wedding here would weave another thread into her long relationship with Manhattan, from early days as a rising star to her status as one of its most famous residents.

Fan reaction has been electric. Swifties have flooded social media with theories about venues, outfits and possible musical surprises. Some speculate Swift might incorporate New York-inspired elements into the ceremony or release subtle hints through her music catalog.

The July 3 date carries extra resonance as the nation prepares for its 250th anniversary celebrations. Fireworks, tall ships and patriotic events will fill the city that weekend, potentially providing a spectacular backdrop — or additional security challenges — for the nuptials.

Industry observers view the wedding as more than a personal milestone. It represents the union of two massive entertainment and sports brands. Coverage is expected to dominate tabloids, social platforms and even mainstream news, much like royal weddings of the past.

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Yet those closest to the couple stress the desire for authenticity. Despite the glare, Swift and Kelce have maintained a relatively grounded romance filled with private dinners, family gatherings and mutual support. The Manhattan shift may reflect a desire to celebrate in a place that feels like home rather than a remote destination.

As summer approaches, anticipation builds. Whether the ceremony unfolds at a historic hotel, museum or private residence, one thing seems certain: Taylor Swift and Travis Kelce’s wedding will be a defining cultural moment of 2026, blending romance, celebrity and New York City glamour.

For now, the couple continues living their lives with characteristic discretion. Recent sightings in Manhattan, including date nights at favorite spots like Casa Cipriani, only add fuel to the fire without confirming details.

The world will keep watching, but Swift and Kelce appear determined to write this love story on their own terms — even if that means trading beachside vows for Manhattan magic.

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This article was written by

Dhierin-Perkash Bechai is an aerospace, defense and airline analyst.
Dhierin runs the investing group The Aerospace Forum, whose goal is to discover investment opportunities in the aerospace, defense and airline industry. With a background in aerospace engineering, he provides analysis of a complex industry with significant growth prospects, and offers context to developments as they occur, describing how they might affect investment theses. His investing ideas are driven by data informed analysis. The investing group also provides direct access to data analytics monitors.
Learn more.

Analyst’s Disclosure: I/we have no stock, option or similar derivative position in any of the companies mentioned, and no plans to initiate any such positions within the next 72 hours. I wrote this article myself, and it expresses my own opinions. I am not receiving compensation for it (other than from Seeking Alpha). I have no business relationship with any company whose stock is mentioned in this article.

Seeking Alpha’s Disclosure: Past performance is no guarantee of future results. No recommendation or advice is being given as to whether any investment is suitable for a particular investor. Any views or opinions expressed above may not reflect those of Seeking Alpha as a whole. Seeking Alpha is not a licensed securities dealer, broker or US investment adviser or investment bank. Our analysts are third party authors that include both professional investors and individual investors who may not be licensed or certified by any institute or regulatory body.

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Record Field, Elite Stars & Historic Course

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Lionel Messi's Argentina recently defeated Italy 3-0 in the Finalissima.

LONDON — With just hours until the gun fires on Sunday, April 26, 2026, the 46th TCS London Marathon promises to be one of the largest and most spectacular editions yet, featuring a record-shattering field of more than 59,000 runners, elite athletes chasing world-class times on a famously fast course, and millions raised for charity across the globe.

Here are 10 essential things to know about this year’s race:

1. Date and Start Schedule The marathon takes place on Sunday, April 26. Elite wheelchair races for men and women begin at 8:50 a.m. BST, followed by the elite women’s race at 9:05 a.m. The elite men and first wave of mass participants start at 9:35 a.m., with subsequent waves released until around 11:30 a.m. Runners have until approximately 7 p.m. to finish within the eight-hour cutoff.

2. Iconic Point-to-Point Route The flat, fast 26.2-mile course starts in Blackheath and Greenwich, winds through six London boroughs, and finishes on The Mall in front of Buckingham Palace. Runners pass landmarks including the Cutty Sark, Tower Bridge at the halfway point, Canary Wharf, the London Eye, Big Ben and Houses of Parliament. With only 246 feet of elevation gain, it remains one of the quickest major marathon courses.

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3. Massive Record-Breaking Field More than 59,000 runners are expected on the start line after a staggering 1,133,813 ballot applications — a new world record. The event continues its reign as the largest marathon by finishers, topping last year’s mark of over 56,000 completers. Younger participants, especially women aged 18-29, make up a growing share.

4. Star-Studded Elite Fields Defending champion Sabastian Sawe of Kenya leads a deep men’s field that includes Jacob Kiplimo, Deresa Geleta, Tamirat Tola, Joshua Cheptegei and Geoffrey Kamworor. Pace groups aim for a sub-2:01 first half, putting the course record of 2:01:25 (Kelvin Kiptum, 2023) and even the world record in play under ideal conditions. Tigst Assefa returns in the women’s race among strong contenders.

5. One of the Abbott World Marathon Majors As the third Major of 2026, London offers runners a step toward the prestigious Six Star Finisher status. The event’s global prestige draws international talent and amateur runners seeking bucket-list glory on one of the world’s most scenic urban courses.

6. World’s Biggest One-Day Fundraising Event Runners are expected to shatter previous records for charity donations. Last year’s edition raised £87.3 million. Marie Curie serves as 2026 Charity of the Year, with thousands running for causes close to their hearts. The marathon consistently ranks as sport’s largest annual single-day fundraiser.

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7. Guinness World Record Attempts A record 76 participants will chase 73 different Guinness World Records on race day, adding extra spectacle to the event. From fastest costume finishes to unique challenges, these attempts highlight the marathon’s inclusive and fun spirit beyond elite competition.

8. How to Watch BBC One provides live coverage starting at 8:30 a.m. BST, shifting to BBC Two later in the afternoon, with full streaming on BBC iPlayer. International viewers can tune in via FloTrack in the U.S. and other broadcasters worldwide. Real-time tracking through the official app helps followers monitor loved ones.

9. Celebrities, Inspirational Stories and Diversity Dozens of celebrities and high-profile runners join the field, alongside hundreds of participants over age 70, including an 88-year-old man and 86-year-old woman. Heartwarming stories of personal triumph, charity runs and first-time marathoners dominate coverage, showcasing the event’s community focus.

10. Practical Details and Legacy Runners collect packs at the ExCeL London Running Show before Saturday’s deadline. The course is spectator-friendly with massive crowds expected. Post-race, the Mini London Marathon for young runners occurs the day before, and MyWay virtual options allow global participation. The 2027 ballot opens soon after.

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Weather forecasts suggest mild conditions ideal for fast times, though runners should prepare for variable British spring weather. Organizers emphasize hydration, pacing and enjoying the electric atmosphere created by Londoners lining the streets.

The London Marathon has evolved since its 1981 debut into a global phenomenon blending elite athletics, mass participation and philanthropy. Its flat terrain, vibrant support and iconic finish continue attracting record interest year after year.

For 2026, expectations run high for both elite performances and personal bests among the masses. Whether chasing victory, a Boston qualifier, a charity goal or simply the medal, participants will share in a uniquely British spectacle that unites the capital.

As the city prepares for one of its biggest annual events, the 2026 London Marathon stands ready to deliver drama, inspiration and unforgettable memories along 26.2 miles of London’s greatest sights.

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