The skincare generation gap: Why younger consumers know more and buy differently

The Skincare Generation Gap

Why younger consumers know more and buy differently

The skincare generation gap explores how attitudes, behaviours and expectations around skincare differ across age groups and what this means for brands navigating an increasingly complex beauty landscape.

From ingredient literacy and TikTok influence to preventative skincare and brand trust, this whitepaper uncovers the cultural and commercial forces shaping each generation’s relationship with skincare. Whether you’re developing products, refining messaging, or planning long-term brand strategy, these insights highlight where opportunities (and tensions) are emerging across the market.