Innovating for Gen X – The Future of Beauty in 2025

Rethinking Beauty for the Overlooked Powerhouse Consumer In this episode of In Conversation With, Global Cosmetics News turns its attention to Generation X—a demographic commanding 25% of beauty category spend, representing a staggering US$1.5 trillion globally. While most brands pursue Gen Z, Gen X remains critically under-addressed—despite their high expectations, spending power, and growing interest in science-backed, purpose-driven beauty. This Month's Expert Panel: Florence Roghe – Founder & Director, Collateral Projects Debbie Thomas – Founder, D.Thomas Clinic & Skincare Brand Cellis, Advanced Skin Expert Wizz Selvey – Founder, WIZZ&CO; Co-Founder, Wellness Brand Valerie Key Takeaways for B2B Leaders 1. Gen X Wants Science, Simplicity & Longevity Florence Roghe explains that Gen X consumers are educated, brand-aware, and focused on visible results. They seek high-efficacy products backed by transparent claims—not trendy marketing. There’s increasing demand for hybrid beauty solutions that integrate skincare, wellbeing, and hormonal health. “They don’t want youth-targeted formulas—they want products made for them.” – Florence Roghe 2. A New Era of Skin Longevity Debbie Thomas, a leading advanced skin therapist, advocates a “skin health first” model. Her approach blends proven dermatological technologies with new-age metabolic innovations, like mitochondrial support and barrier signaling, all aimed at long-term results over quick fixes. “We’re shifting from aggressive anti-aging to strategic longevity. Delivery systems are key.” – Debbie Thomas 3. Perimenopause-Driven Innovation Wizz Selvey shares how Valerie, her wellness brand, is bridging the education gap for women entering perimenopause. Gen X wants practical, science-informed solutions—especially when it comes to supplementation, hormonal balance, and daily self-care routines. “Innovation must be empathetic, evidence-led, and easy to use—not overwhelming.” – Wizz Selvey Tech Meets Real Life: From AI to Wearables The panel agrees that AI, at-home diagnostics, and smart wearables can empower Gen X, but must be intuitive and human-centered. Technology must simplify—not complicate—already demanding lifestyles. “It needs to bring real value—not gimmicks.” – Florence Roghe Sustainable Innovation with Transparency Across the panel, there’s consensus that Gen X demands authentic sustainability—beyond buzzwords. Whether it’s refillable packaging, local sourcing, or smarter delivery formats, eco-claims must be substantiated and accessible. Debbie redesigned her skincare range with larger, multi-benefit formats to reduce consumption. Wizz formulated Valerie’s supplements with liposomal delivery to replace multiple pills with one shot—offering better efficacy and less waste. Regulatory Reality Check With evolving global regulations, particularly in retinol usage and claim substantiation, Gen X-focused brands are under pressure to balance compliance with performance. “Regulation should be seen as reassurance, not resistance.” – Florence Roghe Emerging Opportunity: Color Cosmetics for Mature Skin One underserved area? Make-up innovation for aging skin. Florence calls for more brands to address mature skin with creamy textures, flexible pigments, and barrier support—not just coverage. Listen Now Discover how Gen X is redefining the beauty narrative—demanding smarter innovation, longer-term solutions, and real representation in product design, brand voice, and marketing.