In this episode of In Conversation With, Global Cosmetics News explores one of the cosmetics industry’s most commercially influential yet frequently overlooked consumer groups: Generation X. Born between 1965 and 1980, Gen X consumers command significant purchasing power, have experienced decades of changing beauty trends and are increasingly demanding products that deliver proven performance, convenience and genuine value.
From menopause and healthy ageing to AI-powered product discovery, multifunctional formulations and sustainable packaging, manufacturers, ingredient suppliers and brands face a growing opportunity: engaging a generation that is less interested in marketing promises and more focused on products that genuinely work.
The Panel
Viktor Konovalov – CEO & Co-Founder, PokPok.AI; Creative Director, Dragons Rouge, bringing expertise in artificial intelligence, consumer behaviour, digital innovation and brand strategy.
Jennifer O’Hara – Director of Technical Marketing and Commercialisation, INOLEX, offering an ingredient supplier’s perspective on formulation science, multifunctional ingredients and the changing performance requirements of Gen X consumers.
Jo Chidley – Founder, Beauty Kitchen UK & Reposit, bringing expertise in sustainable product development, circular packaging, consumer trust and responsible business practices.
Key Takeaways for B2B Leaders
1. Gen X Has Purchasing Power but Remains Underserved
One of the strongest messages from the discussion is the disconnect between Generation X’s commercial importance and the attention it receives from cosmetics brands.
Viktor Konovalov highlights research suggesting that four in ten Gen X women in the US feel overlooked by the beauty industry.
His analysis of thousands of beauty brand websites through PokPok.AI reveals a similar pattern. Although Gen X consumers appear among the intended audiences of many brands, relatively few address them directly.
According to Viktor, Gen X consumers are particularly interested in four questions:
- Does the product work?
- Can I trust it?
- Is it gentle?
- Does it fit into my daily routine?
Age-related marketing messages are considerably less important than evidence of performance and suitability.
“Proof is the number one data point that they’re looking for.” – Viktor Konovalov
Jennifer O’Hara agrees that Gen X consumers are balancing multiple responsibilities, including work, family and hormonal changes associated with perimenopause and menopause.
She argues that manufacturers must deliver effective, nourishing products without overwhelming consumers with complicated routines or excessive technical explanations.
Jo Chidley adds that Gen X grew up questioning convention and valuing individuality. Having experienced decades of cosmetics marketing claims, this generation is increasingly selective about the brands it trusts.
For manufacturers and brand owners, the opportunity lies in developing products that address specific needs rather than relying on generic age-based positioning.
2. AI Is Changing Beauty Discovery, but Trust Remains Human
Artificial intelligence is transforming how consumers discover, compare and evaluate cosmetic products, but Gen X is approaching the technology with greater scrutiny than some brands might expect.
Viktor explains that Gen X consumers increasingly use AI platforms to create product shortlists before visiting brand websites to verify information and make purchasing decisions.
This creates a new challenge for brands: their products must be discoverable by AI while also providing clear, consistent information that consumers can independently verify.
PokPok.AI’s analysis identified a significant gap between how AI systems represent brands and the information presented on their websites.
While brands performed relatively well on AI discoverability, Viktor reported substantially lower scores for consistency between AI-generated descriptions and brand-owned content.
For cosmetics businesses, this raises important questions about digital product information, claims substantiation and brand credibility.
Jennifer sees technology creating opportunities for more sophisticated formulation science, particularly in barrier support, hydration, scalp care, hair manageability and sun protection.
However, she argues that technological complexity should remain behind the scenes.
“We’re looking at areas like barrier support, hydration, hair manageability, scalp care, sun protection, and we’re advancing those technologies to make them more sophisticated, but the routine doesn’t have to be.” – Jennifer O’Hara
Jo Chidley takes a broader view, questioning whether AI-powered personalisation always benefits consumers.
She warns that algorithm-driven recommendations could disadvantage independent brands if consumers are repeatedly directed towards similar products.
For Jo, technology should improve consumer choice, simplify routines and support sustainability rather than simply encourage additional consumption.
The challenge for brands is to use AI to build trust and relevance without compromising consumer independence.
3. Menopause, Healthy Ageing and Transparency Are Reshaping the Market
Generation X represents a substantial commercial opportunity, particularly as menopause-related skincare, healthy ageing and changing hair and scalp needs become more prominent.
Viktor cites Circana research indicating that US households containing Gen X consumers accounted for 44 percent of beauty spending over the period examined.
He also highlights retailers responding to these needs, including Ulta’s menopause-focused brand offerings and Space NK’s approach to products for women over 40.
Rather than positioning products around broad anti-ageing promises, Viktor argues that brands should communicate directly about specific life-stage requirements.
This creates opportunities for independent and specialist brands capable of addressing clearly defined consumer needs.
Jennifer O’Hara highlights the importance of ingredient innovation and regulatory developments in supporting product performance.
She discusses the US approval of the UV filter BEMT, marketed as Parsol Shield, and INOLEX’s development of LexFeel Enhance, designed to support sunscreen formulation by improving UV-filter solubility and helping prevent recrystallisation.
For manufacturers, such developments could support the creation of more effective and cosmetically elegant sun protection products.
Meanwhile, Jo Chidley argues that consumer trust must extend beyond formulation performance to include independently verified environmental and business claims.
Drawing on her involvement with the B Corp Beauty Coalition and B Lab’s Global Standard Advisory Council, she advocates for greater transparency and third-party verification.
“Verification should definitely be mainstream. Conformity shouldn’t.” – Jo Chidley
For brands and suppliers, the challenge is to balance innovation, regulatory compliance and sustainability while ensuring that consumers can easily understand and trust the information they receive.
4. Multifunctional Products Must Deliver Results Without Complicated Routines
Gen X consumers are increasingly looking for products that address multiple needs without adding unnecessary steps to their daily routines.
Viktor argues that convenience is becoming a significant competitive advantage, particularly for consumers balancing professional responsibilities with caring for children and ageing parents.
His analysis suggests that products offering proven results through simplified routines are particularly relevant to this demographic.
Refillable formats also have potential because they reduce repeat purchasing decisions while supporting more sustainable consumption.
Jennifer explains that Gen X consumers may experience several skin and hair concerns simultaneously, including dryness, oiliness, irritation, blemishes, thinning hair and changes in scalp condition.
For ingredient suppliers, this creates demand for multifunctional formulations capable of addressing several concerns while remaining gentle and easy to use.
She highlights INOLEX’s Fast Flow Sun Fluid SPF 50 as an example of formulation development designed around consumer convenience.
The lightweight formula combines high sun protection with a mattifying finish, smooth application and minimal white cast.
Jennifer also emphasises the importance of sensory performance, explaining that sophisticated ingredients must translate into products consumers enjoy using.
Jo Chidley approaches product development through the combined priorities of performance, affordability and sustainability.
She argues that consumers are not necessarily looking for products promising to reverse ageing, but for formulations that support healthy skin, confidence and wellbeing.
For Beauty Kitchen, this includes using ingredients such as bakuchiol in products designed to deliver performance while remaining accessible.
However, Jo believes that formulation innovation must also be accompanied by packaging improvements.
Products that deliver strong performance but generate unnecessary waste fail to address the wider expectations of consumers who want their purchases to reflect their environmental values.
For manufacturers and brand owners, the opportunity lies in developing products that combine:
- Multifunctional performance: Addressing several skin, hair or personal care requirements through fewer products.
- Sensory appeal: Delivering comfortable textures, easy application and pleasant everyday use.
- Healthy ageing: Supporting changing skin and body needs without unrealistic age-reversal claims.
- Convenience: Simplifying purchasing decisions and daily routines.
- Sustainability: Integrating responsible ingredients and packaging into product development.
5. The Future of Gen X Cosmetics Will Be Science-Led, Transparent and Circular
Looking beyond 2026, the panel identifies several developments likely to influence the next phase of Gen X cosmetics.
Viktor predicts that successful brands will increasingly move away from traditional anti-ageing language towards more direct communication about healthy skin, menopause and specific life-stage needs.
He also expects AI to remain an important product discovery tool, although consumers will continue checking brand-owned information before purchasing.
For Viktor, the commercial opportunity is clear: brands that communicate honestly and provide credible evidence can establish long-term relationships with Gen X consumers.
“Talk to Gen X like adults, and they will stay with you for 20 years.” – Viktor Konovalov
Jennifer identifies three areas of formulation innovation.
First, she expects the influence of K-beauty to extend further into mainstream product development, particularly through lightweight textures and convenient formats.
Second, she highlights growing interest in skin barrier health and lamellar technology, which can support protective, moisturising formulations.
Third, she anticipates continued demand for scalp and hair care solutions as brands respond to changing hair needs and the potential effects associated with GLP-1 medication use.
Jo predicts that advances in women’s health research will create new opportunities for cosmetics innovation, particularly around perimenopause, menopause and changing skin requirements.
She also expects independently verified claims to become increasingly important as AI influences how consumers discover and evaluate products.
Her third prediction centres on circularity.
Through Reposit, Jo is working to make reusable and returnable packaging more convenient, arguing that sustainability must become part of everyday business operations rather than an additional consumer responsibility.
Together, these developments point towards a cosmetics market in which product performance, scientific credibility, transparency and environmental responsibility become increasingly interconnected.
Looking Ahead: Generation X and the Future of Cosmetics
The panel predicts that the next phase of Gen X cosmetics will be shaped by:
- Healthy ageing and menopause-focused innovation: Greater emphasis on products that address specific life-stage needs rather than traditional anti-ageing promises.
- AI discovery and verified information: Consumers using AI to identify products while relying on brand websites and independent evidence to confirm claims.
- Multifunctional formulations: Increasing demand for convenient products that combine barrier support, hydration, sun protection and sensory performance.
- Advanced skin and scalp care: Innovation in lamellar technologies, lightweight formulations and products supporting changing hair and scalp requirements.
- Science-led women’s health research: New opportunities for ingredient and product development as understanding of perimenopause and menopause advances.
- Independent verification: Greater reliance on credible certification and substantiated claims to build consumer confidence.
- Circular packaging: Growing emphasis on refillable, reusable and returnable systems that make sustainable purchasing more convenient.
For manufacturers, ingredient suppliers and brand owners, the opportunity is to recognise Generation X as a commercially significant consumer group whose expectations are increasingly centred on evidence, convenience and authenticity.
Rather than pursuing short-lived trends, brands that deliver reliable performance, communicate clearly and address genuine consumer needs may be better positioned to build lasting relationships with this generation.
Why Listen
As Generation X demands greater performance, convenience and transparency, the cosmetics industry must rethink how it develops and markets products for this influential consumer group. This episode explores how AI, menopause-focused innovation, multifunctional ingredients and circular packaging are reshaping the market—highlighting opportunities for manufacturers, suppliers and brand owners to build trust through science-led formulation, credible claims and products that genuinely meet changing consumer needs.
