UK Beauty 2024

How Brands and Retailers Can Reach Gen Zers and Young Millennials on the Path to Purchase

Beauty is the standout performer in UK ecommerce, but sales growth is slowing as consumers continue cutting nonessential spending. Gen Zers and young millennials, who are committed to their beauty regimes, are the most likely to spend freely in 2024. But their path to purchase is anything but straightforward—and capturing their attention requires a truly multichannel approach.

Key Question: How does the beauty path to purchase among Gen Zers and young millennials differ from that of older generations?

Key Stat: Over a third (35.5%) of 18- to 34-year-old beauty shoppers in the UK have shopped for beauty products on social media in the past 12 months—more than twice the average across age groups.

Access full deck

View a slide-show representation of this report’s key insights, where carefully vetted data is combined with industry trend analysis, included at no extra cost.
Download PPTX













Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry, included at no extra cost.


Carina Perkins


Sky Canaves
Senior Analyst, Retail & Ecommerce
Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Jasmin Ellis
Forecasting Analyst
Sarah Marzano

"Behind the Numbers" Podcast