Bread Monetary and Ulta Magnificence survey reveals Gen Z, Millennials, and Males are driving magnificence spending in 2025

The survey highlighted the rising significance of self-care, self-expression, and group within the magnificence and wellness trade as shoppers enter 2025. The web survey of 1,849 US respondents aged 18+ was performed in September 2024.

Magnificence as a supply of pleasure and self-expression

Based on the report, “roughly three in 4 respondents (74%) prioritize self-care and wellness of their magnificence rituals, with youthful generations main the cost.”

Moreover, practically half of shoppers (46%) use magnificence merchandise as a method to deliver pleasure into their lives, whereas 34% view magnificence routines as a method of self-expression, the corporate’s press launch confirmed, with Gen Z respondents main this pattern: 52% reported utilizing magnificence merchandise to showcase totally different points of their identities and kinds, adopted by Millennials at 48%.

Bread Monetary reported that skincare stays a key part of magnificence rituals, with 38% of respondents emphasizing night skincare routines to unwind. “Fifty-two p.c of shoppers discover rest by way of soothing practices resembling face masks or bathtub soaks, with Gen Z (62%) and Millennials (60%) significantly valuing these self-care moments,” in response to the survey outcomes.

The position of group in magnificence traits

Social interactions play an growing position in shaping magnificence behaviors, with “practically half of respondents (47%) trying to associates for magnificence and grooming recommendation.” The survey additionally discovered that just about one-third (29%) of shoppers, particularly Gen Z (43%), derive pleasure from preparing with associates, reworking magnificence routines into social bonding experiences.

“We’re excited to see youthful generations redefining magnificence as a supply of pleasure and connection,” mentioned Kelly Mahoney, senior vice chairman of buyer and progress advertising and marketing at Ulta Magnificence, in Bread Monetary’s press launch.

“Our analysis reveals that customers, particularly Gen Z and Millennials, discover happiness in shared magnificence experiences, from collaborative magnificence rituals amongst associates to discovering the newest traits collectively.”

Males’s rising funding in magnificence

The survey additionally highlighted rising engagement in magnificence and grooming by male shoppers within the US. “Males are spending greater than ladies on magnificence and grooming merchandise, with a median month-to-month spend of ~$90 on private care and grooming merchandise in comparison with ladies’s spend of ~$80,” the report discovered.

The survey confirmed that hair care, skincare, bathtub and physique merchandise, and fragrances are among the many high magnificence classes for males.

“Regardless of financial uncertainty, magnificence spending stays resilient, significantly amongst Gen Z and Millennials, and males, who’re outpacing ladies of their magnificence and grooming purchases,” Valerie Greer, COO of Bread Monetary defined in a press launch.

“As we head into the brand new yr, our analysis signifies that customers can be significantly targeted on worth, together with redeemable rewards and affords, to benefit from their magnificence budgets.”

Fee options and value-driven buying

With a give attention to worth, the survey discovered that “65% of buyers plan to leverage gross sales and offers, and 37% look to redeem factors and rewards.” Talking with CosmeticsDesign, Greer mentioned that magnificence manufacturers and retailers trying to attraction to budget-conscious US shoppers ought to improve “buyer loyalty and retention by providing versatile financing and rewards-driven packages, aligning with shopper preferences for worth and comfort.

“By combining seamless cost options with value-driven promotions, retailers can construct stronger connections with magnificence shoppers, encouraging long-term engagement and model loyalty.”

She additionally emphasised the significance of personalization in financing experiences, sharing that “our State of the American Shopper examine discovered that prospects will select the cost methodology that makes essentially the most sense for them in the intervening time of buy.”

In gentle of this discovering, Greer beneficial “providing quite a lot of choices for cost,” which might guarantee “retailers and types can meet extra of their prospects’ wants of their channel of alternative – whereas serving to keep away from buying cart abandonment.”

The way forward for magnificence: Neighborhood, digital innovation, and personalization

“Social media is essential in shaping magnificence traits, with 29% of shoppers searching for magnificence recommendations on YouTube, adopted by TikTok at 22% and Instagram at 19%,” in response to the survey.

As options like livestream buying and AI-assisted digital magnificence instruments proceed to turn out to be extra mainstream all through the wonder buying expertise, shoppers are rising and anticipate elevated interactivity and engagement to transform purchases.

Waiting for 2025 and past, Greer advised us that magnificence “manufacturers specializing in authenticity, inclusivity, and innovation will take advantage of vital affect.”

She additionally famous that “immediately partaking shoppers through social commerce, constructing model communities, and offering hyper-personalized experiences can foster lasting connections,” and emphasised “incorporating versatile cost strategies and rewards packages that enhance accessibility and worth.”