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Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the The Millennial Beauty Consumer market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Key points included

  • Millennials choose clean
  • The Millennial generation is large
  • Millennial beauty routines are varied
  • Millennials are not as interested in natural ingredients as Gen Zs

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

Expert analysis from a specialist in the field

Written by Shannon Romanowski, a leading analyst in the Beauty & Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

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

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What's included

What's included

Table of contents

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

                                                  About the report

                                                  This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                  • The Consumer

                                                    What They Want. Why They Want It.

                                                  • The Competitors

                                                    Who’s Winning. How To Stay Ahead.

                                                  • The Market

                                                    Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                  • The Innovations

                                                    New Ideas. New Products. New Potential.

                                                  • The Opportunities

                                                    Where The White Space Is. How To Make It Yours.

                                                  • The Trends

                                                    What’s Shaping Demand – Today And Tomorrow.

                                                  Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                  Description