Aging has been a major selling point for the beauty industry, with various listings offering anti-aging effects and other benefits for younger generations (like Gen Z and Millennials). But Gen X is doing away with that anti-aging cliche and demanding performance-led hair, skin, and make-up products that cater to their beauty concerns, not that of younger consumers, including collagen depletion, hair thinning, and menopausal symptoms.
Gen X consumers now want value-added hybrid formulas to help them feel and look good while they can. So if you’re ready to cater to the demands of this demographic, this article discusses five Gen X beauty innovators to follow in 2025.
Table of Contents
5 proof points that support this evolving Gen X beauty trend
1. Big idea: Design for need
2. Consumer persona: The impartiality
3. Gen X prestige spending is the fastest-growing category
4. The longevity economy
5. #MenopausalBeauty
5 innovators leading the Gen X beauty market
1. Made of More
2. Flyte.70
3. Justhuman
4. Commence
5. LIMINAL
Rounding up
5 proof points that support this evolving Gen X beauty trend
1. Big idea: Design for need
Brands are already focusing more on understanding what different consumers need. They are pushing for products and services that work for various people and uses. For example, they want to offer products designed to meet the needs of different ages, especially with solutions for midlife skin and hair changes.
2. Consumer persona: The impartiality
The impartialists see wellness as essential to reaching their health goals. With so much information and many options, they focus on facts and honesty instead of flashy marketing. They trust solutions backed by experts and proven through things like clinical trials.
3. Gen X prestige spending is the fastest-growing category
Research by WWD and Circana shows that Gen X spends 6% of their shopping budget (USD 10.38 billion) on prestige beauty products, making it the fastest-growing category in that market. The focus is mainly on skincare and makeup designed for mature skin, including special textures and active ingredients tailored to their needs.
4. The longevity economy
People live longer in today’s society, driving demand for wellness and medical solutions that help them stay healthy and feel good. Gen X is especially interested in wellness products like supplements that can easily fit into their daily routines, offering well-rounded support for their health.
5. #MenopausalBeauty
As Gen Xers go through perimenopause or menopause for the first time, they will set new beauty trends. In Asia, many people trust traditional ingredients from TCM (Traditional Chinese Medicine) and Ayurveda, using them in supplements and wellness products to support their health.
5 innovators leading the Gen X beauty market
1. Made of More
This UK beauty brand emphasizes that “midlife doesn’t define us” by offering skincare tailored to the hormonal changes of perimenopausal and menopausal skin. The brand excels in addressing menopause-related skin concerns with products designed to stabilize collagen and manage skin temperature during hot flashes.
A key ingredient, grifolin, is also present in three of the brand’s four products. Made of More also appeals to fact-focused consumers by using expert-backed formulas. It stands out as the first to use the independent menopause-friendly “M-Tick,” which assures that its products address at least one of the 48 menopause symptoms.
Made or More also highlights “field-to-face” practices, using hemp seed oil grown on the owner’s family farm. It also employs regenerative agriculture to support the environment.
2. Flyte.70
The US makeup brand Flyte.70 creates products designed to work well with aging skin. While focused on mature skin, their skincare-based, multitasking formulas also address age-related concerns that younger people worry about.
For example, their mascara supports lash growth, lip liner helps restore lip volume with fatty acids and vitamin E, and eyeliner glides smoothly over textured lids without pulling. In addition, Flyte.70 stands out with its “Misfit Sale,” where shoppers can buy discounted products with minor flaws, like dents or crooked labels, to help reduce waste and keep items out of landfills.
3. Justhuman
The founder of India-based Justhuman started the brand after dealing with an autoimmune disease and needing solutions for her mature skin, hair, and body. Justhuman stands out for blending synthetic biocompatible ingredients with traditional Ayurvedic ones, enhancing its effectiveness and earning high marks for its social and political values.
The brand uses neurocosmetics, combining pre-, pro-, and post-biotics to balance the skin and scalp microbiome. It also uses neuropeptides to boost collagen and hyaluronic acid production, improving skin health. For hair thinning and loss, Justhuman’s hair growth serum features Burgeon Up, a 100% plant-based stem cell ingredient that actively reduces hair loss and promotes growth.
4. Commence
Founded by actress Brooke Shields, Commence (US) focuses on meeting the changing needs of aging hair with updated care routines. The six-product lineup includes cleansers, stylers, and hair health products designed to address hormonal changes and promote growth, volume, and restoration.
Salon-tested products like the 2-in-1 Instant Shampoo, 3-in-1 Leave-in conditioner, and Root Serum deliver maximum results for busy lifestyles. The Root Serum even boosts volume while improving scalp health.
Commence also values input from its community, developing products based on consumer feedback. The brand invites social media followers to ask questions and join conversations about aging hair care.
5. LIMINAL
This UK supplement brand redefines aging by promoting midlife as a “superpower” through hormonal wellness solutions. LIMINAL takes a full-circle approach to beauty and health with powder and capsule supplements designed to improve mental resilience, cognitive function, collagen production, and skin elasticity—aligning with Gen X goals.
Among its offerings, the Meno-Boost and Peri-Boost powders stand out for their versatility. They offer recipe ideas that transform them into enjoyable, functional snacks. But that’s not all. Backed by clinical trials and product impact studies, these supplements, developed by naturopaths and nutritionists, earn the trust of fact-focused consumers.
Rounding up
Gen X beauty is heading in a different direction, and these brands are some of the top innovators keeping up with the change. They have adopted unique strategies that help them cater to the Gen X demographic and build a base of loyal consumers.
Made of More addresses hormonal fluctuations or menopausal skin needs with formulas and textures, Flyte.70 upgrades mature make-up products with skin-led ingredients, Justhuman combines modern science with Ayurvedic practices, Commence simplifies routines with hybrid hair formulas, and LIMINAL treats mid-life symptoms with everyday boosters.
Each brand targets specific Gen X problems, which helped them establish themselves in the market. Take some insights from them and use them to create a strategy to enter the Gen X beauty market.
