“Millennial” has probably been one of the biggest buzzword in the past couple of years. It seems that everyone wants to either praise, criticize or examine them from every angle possible, and it’s fairly understandable why this is the case. They are a remarkably interesting generation that holds perhaps diametrically opposing views from the older generations, whether the topic is politics, environment, lifestyle choices or even spending habits.
That brings us to today – yes, we are examining two of the most interesting and juicy topics de jour – millennials and beauty. Beauty used to be walking into a department store such as Macy’s, trying on a few items on their beauty counter, and even though women were always interested in looking their best, new releases, new shades, comparing products was rarely a topic of conversation. Enter millennials, who don’t only make up for a large portion of the $13 billion cosmetics industry, but have actually impacted the industry in more ways than one. So, millennials are reportedly twice as likely to be heavy buyers and account for 47% of all major purchases.
This is no small percentage, and it definitely deserves a closer look, so let’s uncover how and where all this money is being spent.
Beauty over fashion
One of the more surprising revelations is that millennials are virtually abandoning clothes and putting their money in makeup and skincare products. According to Business Insider, department stores such as Macy’s, Banana Republic and many others are being beaten by the beauty industry. In fact, beauty beats everything, as it’s on the top of the list, while cellphones and Uber come third.
They crave a good experience
The reason departments stores have taken a huge hit and stores such as Sephora and Ulta are thriving is simply because unlike department stores, they actually offer a great shopping experience. Both of these stores offer services such as makeup classes and makeovers and Ulta even has salons. Aside from that, these are the places where you can always ask and receive a sample, which is another thing millennials love. Makeup is pricey, so you want the luxury of testing out a product before you commit to purchasing it. If you think about it, this is a very smart and even frugal move.
Prevention comes first
Not such a long time ago, special attention to skincare, especially anti-aging skincare was paid by those who have already started noticing signs of aging. Oh, how the tables have turned. We don’t know whether Western women have taken a cue from those in Asia, particularly the eternally youthful Korean women, but more and more young women, even younger than 25, have already begun using anti-aging products from the great and renowned Aspect Dr skin care line. It has been visible, even on the runways, that nourished and pampered bare faces are the future, as well as minimal makeup, and the truth of the matter is, as frugal as millennials are (as they do have a lot on their plate) they aren’t afraid of spending a good deal of their disposable income on great skincare.
Holistic and green
In addition to openly preferring organic and natural products, millennials are aware that beauty doesn’t just come from using topical solutions, which is why an increasing number of them has adopted a holistic approach to beauty and skincare. According to ancient Ayurvedic teachings, there is an inextricable bond between the gut and skin, and that is precisely why aside from amazing topical products, millennials have experienced a mental shift and turned towards the pursuit of wellness and mindful living, as all of this doesn’t only increase the quality of life, but it shows on the skin as well.
Millennials do care
These are the words of Kat Von D, one of the ladies whose brand is killing it in the beauty industry. What do they care for exactly? They care about animals, the environment, which is why they are increasingly turning to new, independent brands such as Kat Von D, Tarte, Fenty Beauty and other ‘younger’, cruelty-free and vegan brands like Baiser Beauty and slowly but steadily abandoning older ‘more renowned brands’.
Brick-and-mortar isn’t dead
While being incredibly tech-savvy comes in really handy when you want to check online reviews, compare prices for the same product at different stores and hunt for discount codes, it comes as a bit of a surprise that many millennials still love the in-store experience and are more likely to actually purchase the product in a real store, at least when they’re buying it for the first time. It’s all about testing the goods, but online shopping comes at a close third spot, right behind Sephora and drugstores.
What do they love?
The list of some of the most beloved beauty and skincare products include face luminizers, highlighters for that craved dewy-look that everyone is raging about, as well as cream blushes and eye shadow pallets. Most importantly, millennials are considering makeup products that emphasize their own unique natural beauty instead of covering up their face with layers of harmful products, advocating for that strong message of self love that's been spreading across social media. A very positive shift. Overall, they choose brands that are vegan, cruelty free, and that are responsible towards the environment.
When it comes to skincare, people are still crazy about sheet masks, and of course, the inevitable incredible face oils, such as the Formula N°8 Revitalizing Face Oil that has become a staple in every girl’s skincare arsenal. Skin serums aren’t far behind, with moisturizers coming in third place in the skincare competition.