The Great Beauty Divide: Millennials vs. Gen Z

How do you spot a Millennial versus a Gen Z in the beauty aisle? A Millennial might be carefully comparing labels on a prestige serum, weighing efficacy and ingredients before committing. A Gen Z shopper, meanwhile, is more likely hunting down something she saw on TikTok—or looking for the perfect dupe that delivers the same aesthetic at a fraction of the price. This may not always hold true, of course, but it offers a helpful snapshot of generational shopping habits.

As Betsy Baking, Managing Partner of Over the Moon Communications, noted at the Advertising Forum during this year’s Cosmobeauté Philippines, this cultural shift isn’t a passing trend—it’s the new beauty code shaping what sells, how it’s marketed, and who comes out on top. She gave interesting and quite funny examples during her talk. For millennials, beauty often meant perfecting the illusion of flawlessness. A breakout was something to be concealed—layered over with concealer, set with powder, blurred into invisibility. Gen Z, on the other hand, has flipped that script entirely. A pimple isn’t always something to hide; sometimes it’s a canvas. They will stick a neon star on it. All of which is part of a larger message: Imperfections are not shameful, they’re just another place to play. This shift, subtle yet radical, captures the generational difference in beauty: Millennials grew up aspiring to erase, while Gen Z embraces exaggeration, playfulness, and a refusal to conform to traditional standards. What one group saw as a flaw to be corrected, the other sees as an opportunity for self-expression.

Beauty truly is a fascinating lens through which we can view not just shifting ideals of style and self-expression, but also broader forces shaping consumer behavior and retail innovation. More than most industries, beauty reflects cultural moods in real time, mirroring how people aspire, adapt, and invest in themselves.

In 2024, the global beauty market was not just holding steady; it’s accelerating. McKinsey & Co., a leading international consulting firm, reports the global market was valued at USD $430 billion in 2022 and projects it to reach approximately $580 billion by 2027 with approximately 6 to 7 percent growth annually. The resilience is not accidental. Beauty has consistently proven to be a robust retail category—often outperforming fashion during downturns—and today it is thriving as consumers increasingly associate beauty with wellness, identity, and values.

But beneath this growth lies the generational split influencing the future of beauty: the differing priorities and purchasing habits of Millennials and Gen Z. For brands, retailers, and investors alike, the divide is less a problem than an opportunity—if navigated with nuance.

Two Generations, Two Beauty Codes

As beauty evolves, it’s being steered not just by innovation, but by the generational divides in values and behavior. While Millennials and Gen Z share a passion for self-expression, their motivations and methods diverge.

The Millennials (born 1981–1996) are now in their late 20s to early 40s, navigating careers, families, and wellness-driven lifestyles. They prize efficacy, premiumization, and the “investment” value of products. Skincare, anti-aging, and hybrid beauty-wellness products appeal strongly to this cohort. McKinsey has noted that Millennials remain the “engine” of the prestige skincare market, willing to pay for results-driven science.

The Gen Z (born 1997–2012), on the other hand, approach beauty as identity-first and community-driven. Insights from global trend forecasting company WGSN highlight that younger consumers expect brands to act as personal allies and cultural storytellers, signaling that beauty is no longer purely transactional but rooted in identity and community. For Gen Z, virality often trumps heritage; TikTok trends, authenticity, and inclusive shade ranges matter more than legacy prestige.

It’s worth noting the explosive rise of challenger brands, which accounted for over half of the beauty market’s growth in 2022 despite holding only 20 percent of the market share, a key indicator of shifting consumer preferences. This trend is widely considered to be driven by Gen Z.

According to The Business of Fashion or BoF’s most recent global beauty report, the real battleground is not price but perception. Globally, 63 percent of consumers say they do not consider premium brands to perform better than mass brands, a reality that is eroding prestige’s automatic halo.

For Millennials, this lands squarely at a life stage defined by economic squeeze: mortgages, childcare costs, and career plateaus. They are the cohort most likely to be trading down (one in four consumers have shifted to more affordable beauty products in the past year), but they are not abandoning aspiration. Instead, they seek proof of performance, credible claims, and wellness-inflected benefits that justify a higher price tag. This is why derma-skincare, supplements, and “entry prestige” offerings resonate—they marry efficacy with the sense of self-care that Millennials view as non-negotiable.

Gen Z, meanwhile, takes a very different tack.

For them, value is playful, social, and democratized. Though introduced to the Western mainstream by Millennials, Gen Z is the generation that has grown up with K-beauty’s global rise, where high efficacy at accessible price points has reset expectations of what “premium” should mean. Gen Z is also at the epicenter of TikTok virality and “dupe culture”—where a $12 concealer can outshine a $45 foundation in both performance and cultural cachet.

The divide is subtle but profound. Millennials see beauty purchases as both practical and emotional investments. “Value for money” isn’t just about price—it’s about getting the most out of what they spend. They weigh factors like how long a product lasts (cost per use), whether its results are scientifically proven (clinical validation), and how it feels to use (sensorial appeal). Beyond performance, they also reward brands that make an emotional connection with them.

The Gen Z see value in culture—products that go viral, fit seamlessly into identity play, and feel inclusive and accessible, even if they sit in the mass tier.

Mintel’s 2025 Global Beauty Report dubs this trend “(My) Knowledge is Power.” Empowered consumers, especially Gen Z, are working smarter, not harder. They hack beauty routines (think Vaseline for “slugging,” self-tanner as bronzer), turning knowledge into creative expression and customization.

Gen Z lives at the intersection of tech and identity. According to Mintel, 62 percent of US consumers are interested in hyper-personalized beauty solutions, with 28 percent willing to pay more for them. Meanwhile, 74 percent of Chinese consumers are excited to be first adopters of beauty tech. For Gen Z, innovation is not optional—it’s a way of life.

In contrast, Millennials navigate beauty through a lens of wellness, sustainability, and emotional comfort. Labeled the “Think Slow, Move Fast” trend by Mintel, it highlights their desire for simplified, preventive routines anchored on nostalgia and sensory pleasure. Simplicity and efficacy energize their aesthetic.

Sustainability is no longer just “nice-to-have” for Millennials—it’s a baseline expectation. Meanwhile, Gen Z says sustainability matters—and it does—but their shopping decisions balance ethics with price and social influence, a.k.a. validation via social media, reviews, and livestreams.

Global Momentum Meets Local Realities

The generational divide is visible across markets, but its impact is particularly striking in emerging economies like the Philippines.

At Rustan’s, one of the country’s leading prestige retailers, the shift is palpable. In an interview with The Beauty Edit, the Rustan’s marketing team notes: “We’ve noticed that the beauty consumer today is more educated and experimental.” They add, “They’re eager to explore global innovations yet remain deeply loyal to brands that reflect their lifestyle and values.”

In practice, this translates to Millennials gravitating toward luxury skincare lines and global prestige labels, while Gen Z flocks to playful, inclusive local disruptors like Sunnies Face and blk cosmetics, which mirror their aesthetics and accessibility.” Jenny Agcaoili, Merchandise Manager for Fragrances, Rustan’s Commercial Corporation, shares: “Millennials approach luxury beauty with a focus on quality, brand heritage, and long-term value, often investing in premium products they trust. Gen Z’s approach to luxury is based on trend, the aesthetic, and the high-end vibe it exudes.”

Baking also underscored this in her talk, saying that Millennials, shaped by Instagram perfection, still chase polished, results-driven routines—rewarding prestige, efficacy, and loyalty perks. She also notes that Gen Z, born into TikTok realness, embraces imperfections, shops in barkada bundles, and prizes inclusivity over aspiration.

Filipino consumers often bridge the gap—pairing a K-beauty serum discovered on Instagram, a Rustan’s lipstick splurge, and a cult-favorite local tint. Far from brand disloyalty, this eclecticism signals confidence and cultural pride.

Kiko Milano’s strategy also illustrates this. As CEO Simone Dominici puts it, “We define ourselves as an entry prestige brand. The customer might have a lipstick from Chanel that they match with their eyeshadow from Kiko; the common denominator is the quality.” In other words, younger and older consumers alike are mixing high and low—but with different motivations. For Millennials, it’s about rationalizing the splurge; for Gen Z, it’s about democratizing the look.

“Across both generations, conscious consumption is now the norm,” says the Rustan’s team.

Where Click Meets Counters

Retailers are adapting quickly to serve both cohorts. Watsons, one of Asia’s largest health and beauty retailers with over 8,000 stores across 15 markets, has leaned heavily into omnichannel innovation. This marketing approach is about meeting the consumers where they are—a seamless, connected experience across multiple touchpoints—both online and offline.

Globally, NielsenIQ 2024 data shows Millennials are the digital heavyweights, driving the highest order frequency and $16.7B in annual online spend (+13.3 percent year over year). Gen Z, on the other hand, is powering growth both online and in-store. They recorded a 41 percent jump in in-store spend to $4.9B, showing that physical retail remains crucial for discovery and trial. 

This aligns with the Trade Desk Intelligence Southeast Asia 2024 report, “The Untapped Opportunity of Connected Omnichannel,” saying that Gen Z’s media diet is fragmented and always-on, spanning short-form video, creator content, and app-based deals. This makes them more responsive to campaigns that blend urgency with interactivity—exactly the type of experiences Watsons has doubled down on with livestreams, AR try-ons, and app exclusives. Its investment in upgraded stores is designed to appeal to Gen Z’s love for digital interaction while still offering Millennials the trust of expert-led, offline experiences.

Rustan’s, by contrast, emphasizes curation and prestige. “In the past, a beauty counter was about exclusivity,” they noted. “Today, it’s about inclusivity and discovery. Our role is to create spaces—online and offline—where consumers feel guided, not dictated to.” That balance—aspirational yet approachable—allows Rustan’s to hold the Millennials’ loyalty while also attracting younger, experience-driven shoppers.

“TikTok has become the biggest driver of discovery and urgency, especially among the younger generation. Instagram remains polished and aspirational. Traditional media still holds weight, especially for Millennials who continue to place trust in them,” they add.

The Future of Beauty as Culture, Not Just Commerce

Across markets, beauty is rewriting the retail playbook. For brands, the challenge is to sharpen what BoF calls “ownable value propositions”—whether through mini formats, sampling, hero franchises, or transparent claims. Prestige can no longer rely on aspiration alone; mass can no longer rely only on price. Both must translate “value” in ways that feel both personal and cultural—or risk losing ground in a marketplace where, increasingly, every penny counts. WGSN emphasizes that beauty brands today must build relationships rooted in cultural resonance and personal relevance, not just product utility.

Looking ahead, the most successful brands will be those that straddle both worlds. For Millennials, this means science-backed skincare, wellness integrations, and premiumization. For Gen Z, it means immediacy, inclusivity, and cultural resonance.

WGSN’s report captures it succinctly: The future of beauty is less about hero products and more about hero ecosystems—brands that act as cultural platforms as much as product lines. Whether through omnichannel retail, social-first storytelling, or collaborations that blur the line between commerce and community, the challenge for brands is to speak two generational languages at once. Success lies where expertise, aspiration, real-time discovery, and digital-first excitement meet.

The writing on the wall is clear. Beauty is not merely an accessory to lifestyle—it is one of the most powerful barometers of how societies evolve. From Manila to Milan, Millennials and Gen Z are reshaping the rules of engagement. In that sense, beauty’s story is not just about looking good—it’s about understanding where culture, identity, and commerce intersect.

The Beauty Codes

Gen Z and Their Rules of Real

For Gen Z, skincare isn’t just routine—it’s creative, comfy, and barrier-friendly, paired with makeup that won’t break the bank. The equation is simple: glow equals care plus self-expression, so you can nourish your skin while showing off your style.

Skincare meets self-care with Popique, Clocheflame, and their powerhouse blends. Start with Popique Seal It Up Water Cream, a hydrating, multi-peptide formula that strengthens the skin barrier and leaves a dewy, resilient glow. Keep your lips nourished with Popique Kiss Me Multi-Peptide Lip Balm, delivering plush hydration, juicy color, and a glossy finish with every swipe. Refresh anytime with Clocheflame TLC Spray Mist, a coconut water–infused pick-me-up that instantly soothes and revitalizes thirsty skin without stickiness, making it perfect for on-the-go radiance.

Popique Seal It Up Water Cream

₱549/50g

Popique Kiss Me Multi-Peptide Lip Balm

₱499/10ml

Clocheflame TLC Spray

₱499/120ml

When it’s time to add makeup, Detail Cosmetics and Careline step in seamlessly. Detail Cosmetics Fresh Filter Foundation gives breathable, radiant coverage while infusing skin-loving rose water, hyaluronic acid, and niacinamide for a luminous finish. Meanwhile, Careline Graph Ink Liner delivers sharp, expressive eyes with a precision tip and smudge-proof wear that lasts from morning to night, letting you mix effortless glow with statement-ready detail.

Detail Cosmetics Fresh Filter Foundation

₱499/40ml

Careline Graph Ink Liner

₱220/0.55ml

Millennials: Skin First, Results Always

For millennials, skincare is more than routine—it’s self-care: refined, minimalist, and designed to perform. Their go-to look embraces satin skin, soft glam, and that effortlessly “put-together” ease, balancing polish with simplicity in every swipe and touch.

Skincare sets the stage with ingredients that do more than just prep the skin. Pure Culture Dream Drops Universal Hydro-Oil combines resveratrol, hyaluronic acid, and nutrient-rich oils to hydrate, protect, and lock in a luminous glow, while VMV Hypoallergenics Illuminants+ Cream refines texture and brightens with glycolic acid, vitamin C, and green tea antioxidants, leaving a polished, healthy canvas.

Pure Culture Dream Drops Universal Hydro-Oil

₱899/30ml

VMV Hypoallergenics Illuminants+ Cream

₱1,200/50ml

From there, makeup enhances rather than masks. Detail Cosmetics Jelly Blur delivers a fresh, dewy finish with hydrating hyaluronic acid and vitamin E, while Enigma Skintroduction Powder Foundation offers seamless, skin-like coverage that tames shine. Dala Global Dewphoria Duo Blush adds buildable, glowy color, and Dala Global Better Blotter keeps skin fresh and matte throughout the day, making it easy to maintain a flawless, radiant look from start to finish.

Detail Cosmetics Jelly Blur

₱199

Enigma Skintroduction Powder Foundation

₱599

Dala Global Dewphoria Duo Blush

₱448/6ml

Dala Global Better Blotter

₱148/100 sheets