Beauty in the Multigenerational Era: Capturing Beauty Market Share Across Ages
How Leading Brands are Growing Beauty Market Share Across Five Generations
With beauty growth projected to slow to 5% annually through 2030, the era of organic, rapid growth is beginning to fade. As brands look for new ways to win beauty market share, one strategy is emerging: expanding who brands are speaking to. Through multigenerational campaigns, they’re reaching a broader consumer base with the same product line, campaign and brand narrative.
For the first time, the beauty market spans five generations of consumers. From Baby Boomers and Gen X through Millennials and Gen Z to the new Gen Alpha generation coming to the market, each segment has different needs, media habits and values. Yet with the sheer range of platforms now available, reaching multiple generations at once has never been more possible.
The brands figuring this out are already pulling ahead. Whether through MAC Cosmetics’ “I Only Wear MAC” campaign featuring Kris Jenner, Doja Cat and Cortisa Star, or Lancôme’s Absolue Longevity MD launch spanning Zoë Saldaña, Demi Moore and Pauline Chalamet, the strategy is the same: connect with multiple generations through the right channels and creators, while maintaining the brand narrative.
Between Q4 2025 and Q1 2026, brands that actively targeted more than one generation grew their Media Impact Value® (MIV®) by an average of 42%, compared to 36% for brands that did not.
If you’re looking to understand how leading brands are growing beauty market share, this report combines beauty market analysis with beauty industry benchmarks to reveal who’s winning, why they’re winning and what brands can replicate for their own success.
What You’ll Find in This Report
ABOUT THE REPORT
The Most Successful Brands Aren’t Chasing Every Demographic
Creating separate campaigns for every generation isn’t realistic for most marketing and PR teams. Instead, the most successful brands keep their product and brand story consistent, adapting the Voices and channels they use to reach different audiences. But doing so requires reliable data and insights.
Our beauty market analysis covers the top 20 brands across skincare, makeup, haircare and fragrance, revealing the beauty industry benchmarks, trends and strategies shaping market share growth.
What You’ll Find in This Report
- Which brands are leading across skincare, makeup, haircare and fragrance—and the MIV data behind their success
- How top performers are leveraging Voices and channels across generations
- Case studies on MAC Cosmetics and Lancôme and what every brand can take from their playbook
- Category-level breakdowns of the Voices and channels driving impact
- The data to benchmark your brand against competitors and justify investment to leadership