Generation Beta emerges as key demographic for beauty industry

The beauty and personal care industry is preparing for the emergence of Generation Beta, the demographic cohort born between 2025 and 2039. According to McCrindle Research, this group is projected to reach 2 billion people globally, representing approximately 16 percent of the world population by 2035.

In the United States, approximately 11.7 million households include a Generation Beta child. While these children are currently too young to purchase products themselves, their Millennial and Gen Z parents are already driving significant spending. Anna Mayo of NIQ notes that Gen Beta parents account for $10.5 billion in category spending, with a strong emphasis on personal care essentials.

Industry experts suggest that brands will need to pivot toward clean ingredients, transparency, and efficacy to win trust. Unlike previous generations, Gen Beta is expected to view beauty, skin, and hair health as integrated components of everyday wellness rather than focusing primarily on cosmetics.