Persistent cost pressures continue to dampen discretionary beauty spend in Germany. Only 4% of consumers would allocate extra monthly funds to BPC, underscoring a market primed for value-driven, mass and private-label solutions. The demographic shift towards a ‘silver society’ is redefining the market: by 2030, people aged 67+ will outnumber those under 20, pivoting the industry focus towards age inclusivity and health-driven routines.
Gen Zers and Millennials drive the shift away from traditional anti-ageing narratives. These consumers favour personalisation, preventative care and wellness-focused regimens, with K-Beauty as a key reference. Gen Xers and Baby Boomers demand evidence-based efficacy, ingredient transparency and price fairness. Innovation increasingly centres on longevity claims, ‘skinification’ trends and tech-powered personalisation via AI diagnostics. Brands must effectively marry scientific innovation with affordability to succeed.
This report looks at the following areas:
- The cost-of-living squeeze has been channelling demand towards value, mass and private-label BPC
- Germany’s ‘silver society’ shifts the growth focus to age-inclusive beauty
- Consumer expectations of age-inclusive beauty focus on brands offering options across ages, rather than a single product fitting everyone
- Generational divide drives the category: Gen Zers and Millennials prioritise prevention and wellness, while Gen Xers and Baby Boomers advocate for visible results, transparency and fair pricing
- Consumer priorities are undergoing a generational shift from anti-ageing to healthy ageing, with science-backed, longevity-driven and wellness-centric routines now key category drivers
- AI-powered personalisation, modular product ecosystems and ingestible-topical hybrids move mainstream to meet diverse needs and democratise personalisation
- Authenticity, transparency and genuine, positive representation are critical to convincing a cross-generational audience and overcoming scepticism about inclusivity
Consumers prioritise health over youth. Brands that genuinely adapt and differentiate to meet evolving generational needs will succeed in age-inclusive beauty.
Silke Lambers, Principal Analyst – Beauty and Personal Care
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EXECUTIVE SUMMARY
- Outlook for attitudes towards age-inclusive beauty
- What you need to know
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OPPORTUNITIES
- Design beauty products that align with Gen Zers’ and Millennials’ holistic ageing goals
- Create personalised wellness ecosystems for Gen Z and Millennials
- Prioritise longevity-led efficacy for Gen X and Baby Boomers
- Redefine value across all generations
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THE MARKET
- BPC spending takes a backseat amid soaring prices and economic uncertainty
- Graph 1: what consumers would spend on if they had €30 left at the end of the month, 2025
- The German beauty market embraces a holistic approach to ageing
- Graph 2: consumers who say looking healthy or youthful is important to them, by age, 2025
- Germany’s ‘silver society’ reshapes the beauty market
- Graph 3: age dependency ratio with moderate net migration*, 2020-35
- Personalisation drives beauty engagement across generations
- Graph 4: interest in personalisation in BPC, by generation, 2024
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CONSUMER
- Gen Z (16-28) – the holistic generation
- Product fit proves a struggle for Gen Zers
- Gen Zers demand a new approach to ageing
- K-Beauty hits the mark for Gen Z needs
- Reframe healthy ageing as a wellness experience
- K-Beauty has evolved into a global skincare powerhouse
- Graph 5: post development for keyword ‘K-Beauty’ on social media, 2024-25
- Personalisation appeals to Gen Zers
- Positive and age-friendly messaging resonates
- Millennials (29-44) – the efficiency generation
- Millennials struggle with looking older than their age
- Millennials’ multi-layered approach to skincare
- Longevity claims resonate with Millennials
- Products for Millennials should come with proof of efficacy
- Supplements for 360° skin benefits are an added bonus
- Graph 6: interest in or usage of ingestible supplements designed to aid age-related skin/hair needs, by generation, 2025
- Mintel Spark concept: GlowSync Duo Hydration & Radiance Set
- Seek genuine age inclusivity in communication
- Gen X (45-60) – the value-driven generation
- Among Gen Xers, women’s and men’s interest in skincare starts to drift further apart
- Address Gen Xers’ diverging beauty preferences
- Graph 7: Gen Xers’ interest in or usage of age-inclusive BPC products, by gender, 2025
- Winning over value-conscious Gen X
- Why Gen X is embracing the power of longevity
- Gen X remains sceptical as beauty moves beyond ‘anti-ageing’
- A value-driven mindset
- Gen Xers turn to social media for trusted product advice
- Baby Boomers (61-79) – the relaxed generation
- Unlocking Baby Boomers’ potential in the local premium beauty market
- Graph 8: attitudes towards age-inclusive beauty, by generation, 2025
- Healthy skin takes priority over youthful looks for male Baby Boomers
- Generational gap exists for importance of healthy skin vs youthful looks
- Graph 9: consumers who think that skin health matters more than a youthful appearance, 2025
- Inclusive product strategies can drive success
- Age-targeted packaging is not the main selling point
- Desire for real representation
- Baby Boomers want relaxed authenticity
- Changing the conversation about beauty and age
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PRODUCT, INNOVATION AND MARKETING
- Anti-ageing is expected to grow within a new narrative
- Longevity gains momentum in BPC product descriptions
- Graph 10: share of BPC launches matching anti-ageing or longevity in the product description, 2022-25
- From anti-age to pro-youth
- Shifting dynamics in anti-ageing claims across BPC categories
- Graph 11: NPD in anti-ageing claims in BPC products, 2022-25
- Anti-ageing enters colour cosmetics
- AI personalisation for perfectly matching skincare
- Ad spend for women’s anti-ageing peaks on Facebook and Instagram
- Lancôme’s holiday magic highlights generational inclusivity
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APPENDIX
- Report scope
- The consumer
- Consumer research questions
- Consumer research methodology
- Generations
- Other data source methodologies
- Infegy coverage
- Mintel Spark
- Abbreviations
- A note on language – Germany
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