“Brands assume that we’re tech averse or stuck in 1987 and using our mother’s Nivea cold cream,” says 62-year-old artist and entrepreneur Cherie Corso, who is based in New York. “I buy beauty products from TikTok Shop, read reviews and forward exciting ingredients to friends. We’re not out of touch, we’re just over the fluff.”
Ande Lyons, the New York-based 68-year-old host of ‘Don’t Be Caged By Your Age’ podcast, agrees. “The industry thinks we’re stuck in our ways, uninterested in trying new products or not engaged online, but that couldn’t be further from the truth. We’re curious, we experiment, we stay current, and when brands earn our trust, we’re loyal.” Both Corso and Lyons cite brands like Tom Ford Beauty, Mac Cosmetics, Saie and L’Oréal Paris as staples in their routines, shopping both online (Amazon, Sephora) and in-store.
Baby boomers — currently aged 61 to 79 and born between 1946 and 1964 — are a generation not to be underestimated. According to Nielsen IQ, a consumer intelligence company, baby boomers were the top global beauty spenders until 2022 and still are in markets such as Japan and France (everywhere else, millennials have pulled ahead). According to Nielsen, baby boomers’ spending on beauty will reach $8 billion between 2024 and 2034, with skincare and lip products leading the charge.
“While often overlooked in beauty marketing, baby boomers are quietly reshaping what mature consumer engagement looks like,” says Matt Smith, data journalist at consumer insights platform GWI.
Hannah Mauser, senior beauty strategist at trend forecaster WGSN, agrees: “Baby boomers are at the helm of challenging societal expectations and behaviours, repositioning traditional ageing narratives as an increasingly active generation.” Experts say their influence is rooted in decades of cultural significance. They came of age during eras of beauty revolution: the mod ’60s and supermodels like Twiggy, who stood out for her dramatic eyelashes and pixie haircut; the punk ’70s; feminist naturalism; and the unapologetic glamour of the ’80s. These historical touchpoints still shape their approaches to beauty today — eclectic, expressive and bold.
Amid economic uncertainty and cautious consumer spending, boomers remain resilient. With more financial security and robust assets than younger generations, they are less likely to cut back on discretionary categories like beauty. According to Bank of America’s January 2025 selfcare spending report, boomers continue to invest in beauty salons, specialist retailers and fitness memberships, often outpacing younger consumers. So, what do baby boomers value, where do they shop and how do they want brands to communicate with them?
What matters most to baby boomers
Unlike younger generations, baby boomers are deeply brand loyal, says Mauser. Most boomers interviewed by Vogue Business have purchased from their favourite beauty brands for years, often due to brand trust and strong product performance. “I’ve been a loyal Mac Cosmetics user for decades because their products are bold, reliable and made to last,” says Lyons, who also swears by Chanel No 5 as her fragrance of choice and favours Clinique’s eye makeup offering for its easy and creamy formulations. “Their mascara and eyeliner pencils glide easily over my older eyes and provide lasting definition.”
But loyalty doesn’t mean they’re static. “They’re willing to try something new if it comes recommended or if the brand makes them feel seen,” Mauser explains. For 73-year-old UK-based model and author Joy Jewett, this rings true. “I research products online, and I seek out brands that market to boomers. If I see a woman my age marketing a product with similar skin tone and texture, I am more likely to try it,” she says.
Above all, boomers value substance over style. “Price, quality and sustainability matter more to baby boomers than hype or packaging, when compared to other generations,” says Smith. Sharon Hilditch, founder of Crystal Clear Skincare and an avid 61-year-old consumer, echoes this: “I want to know a brand’s ethos. I value when brands respect our intelligence and formulate products that deliver results.” Others, like Cigdem Yazicioglu, a 63-year-old former steward and donor relations manager at Roberts College in Türkiye, say they want brands to be honest. “I’d like it if brands don’t make exaggerated claims about what a product can do,” explains Yazicioglu. “I’m aware that cosmetics can only do so much, but I also don’t want to be sold a fantasy or false promises.”
Ingredients transparency is crucial, with 31 per cent of boomers prioritising this when selecting products, compared to 28 per cent of Gen X and 29 per cent of Gen Z, per GWI data. “Ingredients matter if you expect me to invest,” says 69-year-old founder and co-CEO of beauty brand EO Products, Susan Griffin-Black. As a result, Griffin-Black invests in brands recommended by cosmetic dermatologists and estheticians. Outside of clinical-facing brands, companies should emphasise efficacy and ingredients integrity that speak to the generation’s intelligence. (GWI figures are drawn from the online research of internet users, in this case, 2,784 UK consumers aged 61 to 68.)
Baby boomers also respond to purpose-driven brands, and therefore companies have the opportunity to increase transparency about who they are, what they stand for and reflect it in marketing and content campaigns when trying to engage with the generation. “I support companies that are cruelty-free and stand for diversity, equality and women’s rights,” says Lyons. Astrid Longhurst, a 65-year-old body confidence coach in Ireland, adds, “Inclusivity is vital. Show us all types of beauty, real beauty. All ages, ethnicities, bodies and backgrounds.” This trust deepens upon opportunities to connect with brand founders, further reinforcing loyalty.
What do the vast majority of baby boomers not value? Being told to fight ageing. Instead, the generation embraces a pro-ageing approach. “We’re incredibly engaged and loyal,” says Hilditch. “But we’re often sold clichés on anti-ageing fear tactics. Speak to us with respect, not pity.” Deborah Holliday, a 68-year-old flight attendant from New Jersey, says, “Brands should focus on marketing and advertising strategies that help us take care of our skin and celebrate the privilege of ageing.”
“Anti-ageing as a term itself is now split between consumers because of its negative connotations,” Mauser says. For brands to shift away from misconceptions and stereotypes, she recommends brands take a more concern-specific approach, such as tackling common concerns of dullness, dryness and wrinkles when building out products or building out strategies. Per GWI data, “dry skin” is the most popular reason (31 per cent) baby boomers use skincare products, while Gen X is more conscious about “anti-ageing” concerns (32 per cent vs 29 per cent of baby boomers).
“This generation is pushing for innovation specifically in the skincare and wellness sectors with an age-agnostic approach to their mature skin routines,” says Mauser. “Cell renewal, hydration and protection are top of mind for baby boomers as they seek formulas that enhance and work with their skin, not against it.” Hydration is a key concern. “I not only need brands to stress that product lines are for mature skin in messaging, but that the products offer extra moisturising and hydrating ingredients according to the needs of women our age — products should last,” says 65-year-old retiree Gladys Hernandez, who is based in Spain. She prefers brands such as Sensai, Laura Mercier and Roc, which she says better suit her drier skin needs.
Of the products that are most compelling to baby boomers, Mauser says, “Performance and convenience drive their beauty purchases with streamlined multifunctional formats such as creamy and blendable makeup textures that don’t crease like a traditional powder finish would [or a hydrating and brightening serum]”. As a result, the brands that have stood out during Vogue Business’s consumer interviews, which speak to multi-functionality and performance, include Saie, Beauty Pie and Trinny London.
How baby boomers like to shop
Despite stereotypes, boomers are omnichannel shoppers.
GWI’s Smith says 55 per cent of baby boomer beauty consumers would prefer to shop in-store. When doing so, they are practical and purposeful. “I sample it, I like it, I buy it,” says 78-year-old retiree Elizabeth Katz in New York. Sephora and a brand’s own store are favourites for their variety and knowledgeable staff, she explains. Online also appeals to baby boomers, too, with 44 per cent surveyed by GWI embracing shopping online.
While channels like Amazon are a favourite, boomers are just as intentional shopping there as they are in-store. According to data from marketing agency Front Row, 49 per cent of baby boomers know what they want before they even land on a site; however, 50 per cent still use platforms like Amazon to browse before buying. Brands should ensure their online purchase journeys are streamlined for the swift, click-to-buy moments, all while implementing clear search functionality and value-based product information for the browsing phase. (Front Row data is taken from a consumer survey of 1,003 US Amazon shoppers who purchased beauty, skincare or grooming products via the marketplace in the six months ended November 2024.)
Price is also a crucial factor for baby boomers when shopping, with 76 per cent taking price into account, according to Front Row, unlike 58 per cent of millennials, ensuring that any value propositions are clearly communicated online and in-store. Baby boomers are also more likely to make repeat purchases only when needed and avoid shopping on impulse, versus other generations. Experts recommend brands move away from urgency-driven selling tactics such as promotional emails and targeted ads, and instead focus on building long-term value and trust.
To do so, brands should clearly communicate a product’s benefits and demonstrate its efficacy, as well as offer informative and easy-to-understand content that helps baby boomers feel confident in their purchase. Engaging baby boomers in loyalty programmes could also work in a brand’s favour. Such schemes allow shoppers to feel seen, valued and communicated with, while offering curated content and specialised deals that build trust over urgency and impulse.
Baby boomers aren’t afraid to buy in bulk. “I shop as and when I need to. However, if there is a product I love, I will buy several at a time so that I have continuity,” says Longhurst. Barbara Mariposa, a 73-year-old retired doctor based in London, also agrees, “I’ll bulk buy items that I know I love and when they are on offer — especially bodycare products.” In these instances, Mauser says this offers a key opportunity for brands to cater to bulk-buying behaviour through multipacks, loyalty bundles, or auto-replenishment options with meaningful discounts. The brands that benefit most will be those that make it easy to stock up, save money and maintain consistent routines without fuss.
How (and where) baby boomers want to be reached
Whether online or offline, baby boomers want beauty retail to be intuitive, informative and enjoyable. In-store, they gravitate towards environments where staff are knowledgeable, products are easy to navigate and sampling is encouraged. Retailers like Sephora, Ulta, Boots, Oh My Cream and John Lewis are each praised among those Vogue Business interviewed for their product variety and service.
“I prefer when brands communicate with us through counter demonstrations. It means that we can try before we buy and we get to learn more about the products and ingredients,” says Linda Malcolm, a 68-year-old retiree in North London. “I buy the majority of items in-store, so training staff is key to me. I am often inclined to buy more if the consultant is accurate and honest about what the product does, what it contains and that it is suitable for changing skin behaviour,” adds 70-year-old model, Bernadette Gledhill in Yorkshire, England.
For brands, this means investing in retail training and designing tactile, accessible experiences that prioritise interaction, not just well-merchandised beauty shelves. Baby boomers shop with purpose, but once they fall in love with a product, they buy in bulk and tell others. This word-of-mouth effect is powerful.
When it comes to how baby boomers want to be reached, brands need to think beyond traditional retail experiences and engage this generation in more intentional and authentic ways. While in-store interactions remain important, especially when it comes to understanding product benefits, digital channels are growing in influence. Social media, in particular, is seeing rising traction among baby boomers, but with very specific expectations.
The number of baby boomers using social media (preferred channels include Instagram and TikTok) to discover products has increased 38 per cent since 2020, and those who use such platforms in their paths to purchase are up 31 per cent, according to GWI. However, reaching this audience isn’t about adopting Gen Z tactics; it’s about tailoring content to match the needs, tone and sophistication of an older demographic. “I often get sucked in by tutorial posts on Instagram, but they need to be genuine and not overexcitedly calling on beauty concerns,” says Mariposa. This highlights a desire for realism and relatability over hype.
Brands can double down on educational and demonstrative content, particularly tutorials, how-tos and transformation videos that feature baby boomers themselves. “We’d appreciate more content with tutorial demonstrations using boomers because we are willing to try new brands if we can see what they do and final results on other boomers,” notes Katz. The goal isn’t just to show a product in action, but to build trust by reflecting the consumer’s real-life beauty journey (including common challenges like thinning brows, changing skin tone, or the need for lighter textures).
Influencers and expert voices also matter, particularly when grounded in authority. The number of baby boomers following beauty experts and influencers has increased 28 per cent in the last year, per GWI. “I turn to experts like Caroline Hirons for beauty inspiration. I trust her opinion,” says North Yorkshire-based 64-year-old semi-retiree Julie Scott. Elsewhere, professional voices, such as makeup artists, also carry weight, especially when they are peers or clearly understand the needs of mature skin, according to Vogue Business interviewees.
Still, not all inspiration lives online. Many baby boomers also take cues from their friends and family, art, books, and even women they see in the street. For brands, this underscores the importance of showing up in non-traditional beauty spaces, while cultivating a 360-degree presence to capture attention and signal relevance.
Email newsletters also remain a high-value channel. A quarter of baby boomer consumers told Vogue Business they appreciate newsletters tailored to their beauty needs. For brands, this is an opportunity to rethink CRM strategies and move beyond generic offers to deliver curated routines, seasonal skincare advice and personalised recommendations that respect their experience and maturity as shoppers.
Wellness emerges as a category of interest
Increasingly, beauty for baby boomers is no longer exclusively about appearance, it’s about feeling good. Wellness is becoming a critical axis of their beauty routines, particularly when brands offer practical solutions. Vitamins and supplements to support wellness, including movement (53 per cent), nutrition (71 per cent), intimate care (47 per cent), mindfulness (44 per cent) and sleep (35 per cent), are growing areas of interest for baby boomers shopping at Ulta Beauty, says a spokesperson for the retailer, based on its proprietary research of beauty and wellness trends by generation. According to Nielsen IQ, 49 per cent of baby boomers proactively maintain their health, with beauty playing a supporting role. “We enjoy looking good and feeling good, living a fit and healthy lifestyle, which also gives younger generations something to look up to and aspire to,” says Malcolm.
“Their [baby boomers] commitment to long-term health solutions makes them key wellness consumers with opportunities arising in edible, drinkable health solutions that can easily be implemented into everyday lifestyle routines,” says WGSN’s Mauser. Per WGSN insights, blue zone regions (Japan, Greece, California, Italy and Costa Rica, according to the National Library of Medicine), or places where consumers are known to live longer and healthier lives, will inspire future wellness initiatives through a holistic lens. “Wellness initiatives are already taking off through senior retreats. For example, in Portugal, Bluceira’s senior retreat debuted this year as a place for seniors to enhance their quality of life, providing two to three-week programmes focused on physical and psychological longevity,” Mauser adds.
Moving forward, baby boomers are not a generation to be marketed to out of obligation, but one to invest in and innovate for. Once done so, the loyalty of the baby boomer consumer will be one of a brand’s most enduring assets in an uncertain landscape. “Baby boomers want to embrace being the best version of themselves today and to shop with brands that truly understand and reflect this,” says Jacynth Bassett, founder and CEO of global consultancy Ageism is Never in Style.
“Brands underestimate the presence and prowess of boomers. We have more, we know more and we still want more. We are not done with beauty. Engage with our loyalty and it will spread like wildfire,” concludes Holliday.
All interviews courtesy of global consultancy Ageism is Never in Style.
