UK Beauty 2024

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

Report by Carina Perkins  | Apr 8, 2024
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Executive Summary
As the “lipstick effect” fades, younger generations are still splurging on beauty
The path to purchase is complex for digitally native generations
What should beauty brands targeting Gen Z and millennials do next?
Sources
Media Gallery
About This Report
Gen Zers and young millennials are the most likely to splurge on beauty in 2024—but their path to purchase is anything but straightforward.
Topics
Ecommerce Sales
Personal Care & Beauty
United Kingdom
Table of Contents
Executive Summary
As the “lipstick effect” fades, younger generations are still splurging on beauty
The path to purchase is complex for digitally native generations
What should beauty brands targeting Gen Z and millennials do next?
Sources
Media Gallery

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?

Social Media Is an Important Channel for Beauty Brands Targeting 18- to 34-Year-Olds
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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.

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Table of Contents

  1. Executive Summary
  2. As the “lipstick effect” fades, younger generations are still splurging on beauty
  1. The path to purchase is complex for digitally native generations
  2. What should beauty brands targeting Gen Z and millennials do next?
  1. Sources
  2. Media Gallery

Charts in This Report

Social Media Is an Important Channel for Beauty Brands Targeting 18- to 34-Year-OldsHealth, Personal Care, and Beauty Is the Fastest-Growing Ecommerce Category in the UK (millions in UK health, personal care, and beauty retail ecommerce sales, % change, and % of category retail sales, 2021-2027)
Beauty Is Among the Top 10 Categories Where UK Adults Plan to Reduce Their Spending in 2024Gen Z's Adults' Spend Intent Growth is 6 Times Higher Than the Adult Average
Gen Z and Millennials Seek Value but Will Pay More for Sustainable and Ethical Beauty ProductsBeauty Shoppers Ages 18-34 Are More Likely to Discover Products on Social Media Than In-Store
Video and Social Media Play a Bigger Role in Research/Evaluation Among 18- to 34-Year-Olds18-34-Year-Olds Are More Likely To Be Regular Users of AR/VR Tech Than Older Generations
The Fear of Missing Out Is a Bigger Motivation for 18- to 34-Year-Olds Than Beauty Shoppers Overall Convenience and Cost Are Important for 18- to 34-Year-Olds When Shopping for Beauty Online

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authors

Carina Perkins

Contributors

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