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The Millennial Beauty Consumer - US - June 2019

Covered in this report

This report covers a broad range of products within the beauty market. For the purposes of this report, Mintel has defined the beauty market as follows:

  • Haircare
  • Facial skincare
  • Color cosmetics
  • Nail color and care
  • Fragrances
  • Hair appliances
  • Skincare devices
  • Body care

"Millennial women show various levels of engagement, spending a consistent amount of time on their beauty routines and shopping for products. Older Millennials over index for interest in clean beauty products, while Younger Millennials follow a similar pattern compared to Gen Zs. It is important for brands to consider the wide age range of this generation, as they approach the category differently."
- Shannon Romanowski, Director of Research

This Report looks at the following areas:

  • The Millennial generation is large
  • Millennial beauty routines are varied
  • Millennials are not as interested in natural ingredients as Gen Zs
  • Millennials choose clean
  • Millennial engagement remains largely the same
  • Millennials go bold

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • What you need to know about Millennials
          • The Millennial generation is large
            • Figure 1: Share of total US population, by generation, 2013-23
          • Millennial beauty routines are varied
            • Figure 2: Beauty routines, by generation, April 2019
          • Millennials are not as interested in natural ingredients as Gen Zs
            • Figure 3: Attitudes toward natural beauty and personal care, by Gen Z and Millennials, April 2019
          • Millennials choose clean
            • Figure 4: Select attitudes toward natural beauty and personal care, April 2019
          • Millennial engagement remains largely the same
            • Figure 5: Millennial engagement – About the same, April 2019
          • Millennials go bold
            • Figure 6: Interest in bold beauty trends (net) – Any interest, April 2019
          • What it means
          • The Market – What You Need to Know

            • Millennials overpower other generations – to an extent
              • Millennials are better educated than their elders, but success is complicated
                • Younger Millennials and Gen Zs have much in common
                  • Millennials have several hurdles to overcome before achieving success
                  • Millennials at a Glance

                    • Millennials are large, but are they in charge?
                      • Figure 7: Share of total US population, by generation, 2013-23
                    • Millennials are better educated than prior generations
                      • Figure 8: Educational attainment, by generation, February 2019
                    • Millennial financial success is complicated
                      • Figure 9: Median adjusted household income of households headed by 25-37-year-olds, in 2017 dollars
                  • Millennials vs Gen Zs

                    • Resources for learning about beauty shift with age
                      • Figure 10: Resources for learning about beauty products, by Gen Z and Millennials, April 2019
                    • Gen Zs place greater value on natural beauty
                      • Figure 11: Attitudes toward natural beauty and personal care, by Gen Z and Millennials, April 2019
                  • Market Factors

                    • Millennials face multiple obstacles to their financial success
                      • Figure 12: Obstacles to financial success, salary vs expenses, by select generations, November 2018
                  • Key Players – What You Need to Know

                    • Clean and cannabeauty find an audience among Millennials
                      • Customization and hemp continue to take beauty by storm
                      • What’s Working?

                        • Clean beauty
                          • Cannabeauty
                          • What’s Next?

                            • Customization
                              • Hemp as a hero ingredient
                                • Figure 13: Share of bpc launches containing hemp seed oil, by category, Jan 2014-Mar 2019
                            • The Consumer – What You Need to Know

                              • Age plays a role in Millennial routines
                                • Millennials rely on a wide array of resources
                                  • Millennial engagement is strong, which bodes well for beauty
                                    • While ease of use leads overall, Older Millennials turn to natural
                                      • Millennials mix it up; Millennial parents go natural
                                        • Millennials like face masks, clean beauty
                                        • Beauty Routines

                                          • Millennial women are more engaged than younger counterparts
                                            • Figure 14: Beauty routines, April 2019
                                          • Beauty routines shift with age
                                            • Figure 15: Beauty routines, by generation, April 2019
                                          • Hispanic Millennials under index for many beauty steps
                                            • Figure 16: Beauty routines, by Hispanic origin, April 2019
                                        • Resources for Learning about Beauty Products

                                          • Millennials over index for beauty resources
                                            • Figure 17: Resources for learning about beauty products, by all and Millennial women, April 2019
                                          • Age plays a role in the resources used for learning about beauty
                                            • Figure 18: Resources for learning about beauty products, by generation, April 2019
                                          • Hispanic Millennials skew younger which bodes well for social media
                                            • Figure 19: Resources for learning about beauty products, by Hispanic origin, April 2019
                                        • Millennial Engagement

                                          • Millennials remain steady in their beauty engagement
                                            • Figure 20: Millennial engagement, April 2019
                                            • Figure 21: Beauty engagement – More, by all and Millennials, April 2019
                                          • Younger Millennials follow more influencers, but Older Millennials spend more
                                            • Figure 22: Millennial engagement, more vs less, by generation, April 2019
                                        • Purchase Influencers

                                          • Easy to use products appeal to busy Millennials
                                            • Figure 23: Purchase influencers, April 2019
                                          • Older Millennials want clean, natural products
                                            • Figure 24: Purchase influencers, by generation, April 2019
                                          • Hispanic Millennial women are less affected by purchase influencers
                                            • Figure 25: Purchase influencers, by Hispanic origin, April 2019
                                        • Attitudes toward Natural Beauty and Personal Care

                                          • Clean beauty takes hold among Millennial women
                                            • Figure 26: Attitudes toward natural beauty and personal care, April 2019
                                          • Parenthood influences Young Millennial purchase decisions
                                            • Figure 27: Attitudes toward natural beauty and personal care, by generation, April 2019
                                          • Higher income Millennials embrace clean beauty
                                            • Figure 28: Attitudes toward natural beauty and personal care, by income, April 2019
                                        • Interest in Beauty Trends

                                          • Millennials are interested in a variety of beauty trends
                                              • Figure 29: Interest in beauty trends, April 2019
                                            • Millennials go bold
                                              • Figure 30: Interest in beauty trends (net) – Any interest, April 2019
                                            • Older Millennials are interested in clean BPC
                                              • Figure 31: Interest in beauty trends (net) – Any interest, by generation, April 2019
                                          • Appendix – Data Sources and Abbreviations

                                            • Data sources
                                              • Consumer survey data
                                                • Abbreviations and terms
                                                  • Abbreviations

                                                  The Millennial Beauty Consumer - US - June 2019

                                                  £3,435.47 (Excl.Tax)