| Beauty
✨ Let’s get into it ✨
💡 TLDR
Gen X is leading the beauty charge, flexing their budgets and routines. Brands are teaming up with icons like Gillian Anderson and Pamela Anderson, proving this isn’t nostalgia—it’s a real beauty takeover.
POV: You just discovered your 40s are the new skincare gold rush. Gen X is no longer the forgotten middle child of beauty—they’re the OGs flexing their budgets, their wisdom, and their actual skin care routines. Brands like L’Oréal Paris are teaming up with Gillian Anderson (yes, that X-Files icon), and IT Cosmetics is basically giving Jennie Garth a mic drop. Even Pamela Anderson’s got a side hustle with Sonsie, and Porizkova’s back in the Estée Lauder spotlight after 30 years. It’s not just a phase—it’s a full-blown beauty takeover.
This isn’t about nostalgia or “I lived the ’90s” vibes. It’s about real needs. Gen X (ages 46–61) and Xennials (43–49) are the ones splashing cash on products that actually work. According to a World Data Lab and NielsenIQ report, they’re predicted to spend the most on skincare and makeup compared to any other age group. Why? Because they’re at their peak earning power and finally done with the “just do it yourself” era. Sarah Creal, founder of Sarah Creal Beauty, calls it a “laser-focused” approach. Her brand? 21 shades of concealer, models in their 40s, and products that don’t feel like they’re trying too hard. “You’re formulating on tissue paper,” she says. “Not a rubber mat.”
But it’s not just about products—it’s about pride. Gen X women are unapologetically owning their age, their routines, and their right to look good. Erica Taylor, IT Cosmetics’ global makeup coach, is basically social media’s midlife makeup guru, teaching Gen X how to update outdated tricks (hello, “blush doesn’t go up the temple”). They’ve outgrown Glossier and never really got into the “food as beauty” trend. “Don’t come to me for trends,” says Tennille Jenkins, a Gen X content creator. “I’m not your daughter.”
So what’s the takeaway? Gen X is here, they’re not asking for free, and they’re ready to glow. They want products that work, not just packaging. They want to feel good in their skin, not fake it. And honestly? We’re all just here for the vibes.
💫 Hey, what’s your Gen X beauty routine.
Hey, what’s your Gen X beauty routine? Let’s chat in the comments.
❓ People Also Ask
What brands are targeting Gen X in beauty?
L’Oréal Paris, IT Cosmetics, Sonsie, and Estée Lauder are key brands targeting Gen X with tailored products and celebrity collaborations.
Why is Gen X dominating skincare now?
Gen X prioritizes effective, science-backed products. Their spending power and demand for real results are driving the current skincare trend.
💬 What do you think? Let us know in the comments! 👇