Rethinking Beauty for the Overlooked Powerhouse Consumer

In this episode of In Conversation With, Global Cosmetics News turns its attention to Generation X—a demographic commanding 25% of beauty category spend, representing a staggering US$1.5 trillion globally. While most brands pursue Gen Z, Gen X remains critically under-addressed—despite their high expectations, spending power, and growing interest in science-backed, purpose-driven beauty.

This Month's Expert Panel:

Key Takeaways for B2B Leaders

1. Gen X Wants Science, Simplicity & Longevity

Florence Roghe explains that Gen X consumers are educated, brand-aware, and focused on visible results. They seek high-efficacy products backed by transparent claims—not trendy marketing. There’s increasing demand for hybrid beauty solutions that integrate skincare, wellbeing, and hormonal health.

“They don’t want youth-targeted formulas—they want products made for them.”

2. A New Era of Skin Longevity

Debbie Thomas, a leading advanced skin therapist, advocates a “skin health first” model. Her approach blends proven dermatological technologies with new-age metabolic innovations, like mitochondrial support and barrier signaling, all aimed at long-term results over quick fixes.

“We’re shifting from aggressive anti-aging to strategic longevity. Delivery systems are key.”

3. Perimenopause-Driven Innovation

Wizz Selvey shares how Valerie, her wellness brand, is bridging the education gap for women entering perimenopause. Gen X wants practical, science-informed solutions—especially when it comes to supplementation, hormonal balance, and daily self-care routines.

“Innovation must be empathetic, evidence-led, and easy to use—not overwhelming.”

Tech Meets Real Life: From AI to Wearables

The panel agrees that AI, at-home diagnostics, and smart wearables can empower Gen X, but must be intuitive and human-centered. Technology must simplify—not complicate—already demanding lifestyles.

“It needs to bring real value—not gimmicks.”

Sustainable Innovation with Transparency

Across the panel, there’s consensus that Gen X demands authentic sustainability—beyond buzzwords. Whether it’s refillable packaging, local sourcing, or smarter delivery formats, eco-claims must be substantiated and accessible.

Regulatory Reality Check

With evolving global regulations, particularly in retinol usage and claim substantiation, Gen X-focused brands are under pressure to balance compliance with performance.

“Regulation should be seen as reassurance, not resistance.”

Emerging Opportunity: Color Cosmetics for Mature Skin

One underserved area? Make-up innovation for aging skin. Florence calls for more brands to address mature skin with creamy textures, flexible pigments, and barrier support—not just coverage.

Listen Now

Discover how Gen X is redefining the beauty narrative—demanding smarter innovation, longer-term solutions, and real representation in product design, brand voice, and marketing.

Innovating for Millennials – The Future of Beauty in 2025

How brands are redefining beauty to meet the expectations of an informed, evolving millennial audience.

A Podcast for Beauty Industry Leaders

As the beauty industry continues to chase Gen Z, has it forgotten the powerhouse that is the millennial consumer? Once the dominant voice in beauty culture—driving YouTube reviews, nostalgic collaborations, and the rise of indie brands—millennials are now in their late 20s to early 40s. They're parents, professionals, and wellness-driven shoppers with mature values, discerning tastes, and spending power.

In this episode of In Conversation With, Siobhan Murphy is joined by two leading voices in beauty strategy and formulation:

Together, they examine the real-time shifts in millennial consumer behavior and how beauty brands can recalibrate to meet them in 2025 and beyond.

Key Takeaways for Industry Decision-Makers

1. Healthy Aging and “Mature Innovation”

Millennials are rewriting the aging narrative. No longer obsessed with anti-aging, this cohort embraces “healthy aging”—seeking skincare that evolves with them. Brands must now design products that balance functional efficacy with emotional relatability.

“It’s all about aging alongside the consumer,” says Mallory Huron. “We’re seeing demand for effective, inclusive products that reflect lived experiences—not unattainable ideals.”

2. Transparency is the New Luxury

Forget smoke and mirrors. Today’s millennial wants science-backed, transparent formulations. Alec Batis recounts his days inside corporate R&D, where marketing claims often took precedence over efficacy—and how today's consumer now sees behind the curtain.

“They want what they thought they were getting in the first place,” says Batis. “Formulas that actually deliver, without the fairy dusting.”

3. The Role of Biotech and Device Culture

Millennials—especially early adopters—embrace the intersection of biotech and beauty gadgets. From personalized skincare to lab-grown actives, innovation isn’t just skin deep—it’s data-rich, clean-tech infused, and sustainability-driven.

Redefining Sustainability: What Millennials Expect Now

The millennial conversation around sustainability has matured from “natural = better” to evidence-based environmental responsibility. Mallory Huron explains how the definition of “clean” has shifted—rejecting greenwashing in favor of biotech innovation, ethical sourcing, and verified lifecycle claims.

Batis adds:

“The beauty industry once defined sustainability around packaging—glass over plastic. But it's more complex than that. Carbon impact, ingredient upcycling, and transparency all matter.”

Regulation and Risk in Product Innovation

As regulatory landscapes shift, both speakers point out how millennials are influencing legislation on ingredient safety, youth-targeted marketing, and broader consumer protection. They're not just consumers; they’re activists, educators, and policy drivers.

What’s Next? A Future of Purposeful Beauty

Millennial beauty isn’t just about products—it’s about purpose, cultural relevance, and identity. Whether it’s nostalgic advent calendars or biotech-powered actives, the opportunity for brands lies in crafting experiences that feel real, resonant, and responsibly made.

Why This Matters for B2B Stakeholders

If you're a brand leader, product developer, R&D strategist, or investor—this conversation offers a blueprint for how to future-proof your business for a millennial-driven 2025:

Redefining Beauty for a Digital-First Generation

In this episode of In Conversation With, Global Cosmetics News explores the dynamic preferences and evolving expectations of Gen Z adults—a digitally native, values-driven generation poised to reshape the future of the beauty industry.

Hosted by Siobhan Murphy, the episode features insights from:

Georgia Stafford, Senior Research Analyst, Beauty, Personal Care, Health & Wellbeing at Mintel

Trishna Daswaney, Director at Kohl Kreatives

Disha Daswaney, Chief Operating Officer at Kohl Kreatives

Gen Z is redefining "anti-aging" through a preventative lens. Georgia Stafford explains how brands like Glow Recipe and Neutrogena are embracing “slow aging,” focusing on long-term skin health rather than immediate results. This shift also promotes lower-concentration actives, hydration, and patience—counterbalancing Gen Z’s historical preference for intense, fast-acting ingredients.

At Kohl Kreatives, Trishna and Disha Daswaney are building private channels and WhatsApp communities to offer Gen Z personalized interactions and direct involvement in product creation. This audience craves peer-to-peer validation, creator-led education, and brands that feel like friends—not authorities.

From AI-enhanced tools to gaming and metaverse activations, Gen Z’s embrace of technology opens new avenues for beauty brands. Brands are investing in multi-function skincare devices, menstrual-cycle-based product routines, and digital-first experiences on platforms like Roblox.

Sustainability matters—but human ethics and brand purpose come first. Gen Z wants products that work, but will choose companies aligned with their values. Georgia notes that 57% of Gen Z prioritize human ethics over environmental ethics. Transparency, biotech innovation, and community empowerment are key.

With EU retinol regulations tightening, Gen Z is driving demand for proven retinol alternatives. Georgia emphasizes the need for diverse testing and science-led storytelling, while brands like Róen and Tiaq are setting the bar for transparent efficacy.

From charm accessories to signature scent bundles for people, pets, and pillows, the panel closes with a celebration of creativity. Trishna highlights the rise of “looksmaxxing” and male beauty, while Disha nods to smart SPF stickers and quick-to-use “Quickie Stickies.”

How is Gen Z reshaping the beauty space? What does personalization really look like? What’s next for product innovation?

Shaping Safe, Engaging, and Responsible Beauty for the Next Generation

In this episode of In Conversation With, host Siobhan Murphy explores one of the fastest-growing and most influential categories in beauty and personal care: the teen market. Valued at US$25 billion today and projected to reach US$33 billion by 2028, this segment is being reshaped by social media trends, rising disposable incomes, and the power of Gen Alpha and Gen Z.

But with growing influence comes new responsibility. How can brands engage young consumers without compromising safety, transparency, or trust?

The Panel:

Mallory Huron – Director of Beauty & Wellness, Future Snoops

Reena Hammer – Co-Founder, Indu

Dr. Carol Treasure – Founder & CEO, XCellR8

1. Understanding the Teen Consumer

Teens are drawn to gamified, playful, and social-first beauty experiences.

Brands must balance age-appropriate formulas with trend-driven marketing to avoid harmful practices like retinoid misuse.

2. Building With Teens, Not Just for Them

Teens sit on the brand’s product development committees, testing textures, scents, and formats.

Their direct input ensures products solve real teen concerns rather than adult-imagined problems.

3. Science and Safety First

Teenage skin is delicate and changing, requiring gentle, barrier-safe formulations.

Transparency around cruelty-free and vegan testing builds trust with socially aware Gen Alpha and Gen Z.

From TikTok trends to AI-powered recommendations

Teens are experimenting with beauty devices, facial tools, and gamified skincare—heavily inspired by K-Beauty.

Future opportunities include AI-driven, age-appropriate product recommendations and safe digital ecosystems that protect young consumers from harmful messaging.

Today’s teens care deeply about sustainability, but accessibility and convenience drive actual purchases.

Refillable packaging, recyclable materials, and simple 3R principles (reduce, reuse, recycle) resonate.

Brands must combine eco-conscious design with fun, easy-to-use formats to turn sustainable intent into action.

With the Sephora kids phenomenon in full swing, regulators and brands face a critical challenge:

Governments and some regions (like Sweden and California) are restricting anti-aging actives for minors.

Brands must act in good faith—prioritizing safe routines, clear communication, and parent education—before regulation catches up.

Collective responsibility across parents, brands, and social media is essential to protect young consumers.

"We’re seeing SPF and acne care made fun, colorful, and stigma-free—creating healthy habits early." – Mallory Huron

"Teenagers are our most creative collaborators. Listening to them sparks true innovation." – Reena Hammer

"Gentle, transparent, and scientifically-backed products are the key to long-term trust." – Dr. Carol Treasure

In this episode of In Conversation With, host Siobhan Murphy explores the rapid evolution of one of beauty and personal care’s most sensitive and high-growth categories: pregnancy and baby care. As global sales are projected to reach US$254 billion in 2025 and soar to US$419 billion by 2032, consumer demand is reshaping how brands formulate, market, and innovate.

Joining Siobhan to unpack the trends driving the future of this category are:

Shiyan Zering, Senior Research Analyst at Mintel

Sara Stokes, CEO & Founder at Skin to Skin

Emma Heathcote-James, Founder of Little Soap Company

1. Elevated Expectations in a Split Market

2. Science-Led Skincare for Motherhood

3. Soaps for Every Stage

From smart thermometers to skincare quizzes

Beyond greenwashing

Sara Stokes highlights Skin to Skin’s use of Icelandic algae and cranberry waste extracts as examples of ethical sourcing through biotechnology. Meanwhile, Little Soap Company’s mission is to eliminate plastic from the bathroom altogether, backed by its B Corp certification and data-led commitment to real change—not greenwashing.

Stricter safety standards for babies and pregnant women are reshaping how brands develop and test products.

As Emma notes, navigating these evolving regulatory demands is a significant burden for small businesses—but one that’s critical for building consumer trust.

"We're seeing hybrid baby care products that combine maximum performance with minimalist formats. Less waste, more function—that's the future." – Emma Heathcote-James

"Pregnancy-safe skincare should be standard, not a side note." – Sara Stokes

"The next wave of baby care will be clinically-backed, sensorial, and inclusive." – Shiyan Zering

Color with Purpose

In this episode of the Global Cosmetics News Podcast, host Siobhan Murphy explores how color cosmetics are evolving in 2025—from mood-boosting pigments to tech-enabled personalization and performance-meets-sustainability formulations.

With the global color cosmetics market set to hit US$79 billion in 2025 and forecast to grow to US$148 billion by 2030, the industry is experiencing a renaissance. But in a market driven by self-expression and aesthetics, how can brands continue to stand out?

Siobhan is joined by a panel of leading innovators:

Florence Roghé, Founder of Collateral Projects

Benjamin Droguet, CEO of Sparxell

Marcus Tamminen, Managing Director at Arbelle

Emotional Beauty & Hybrid Formulas

Nature-Inspired Innovation

Personalization Through Tech

The Rise of Active Beauty

Sustainability as a Must-Have

Regulatory Readiness

“Makeup isn’t about masking—it’s about celebrating your skin’s evolution.” – Florence Roghé

Listen Now

Redefining Everyday Essentials

In this episode of the Global Cosmetics News Podcast, host Siobhan Murphy explores the fast-changing personal care landscape—from deodorants and body washes to toothpaste and beyond. With consumers demanding more from the products they use daily, the industry is seeing massive shifts driven by ingredient scrutiny, sustainability, and technology.

Joining Siobhan are three leading voices shaping the future of personal care:

Mallory Huron, Director of Beauty & Wellness at Future Snoops

Jo Chidley, Founder of Beauty Kitchen and Reposit

Maggie Spicer, Founder of Source Beauty

The Skinification of Personal Care

Tech-Driven Transparency and Trust

Biotech and Sustainable Ingredients

Regulatory Shakeups

Circularity as a Collective Goal

“Consumers aren’t just buying based on claims. They’re buying based on proof.” – Jo Chidley

Discover how personal care is evolving from basic hygiene to a sophisticated, sustainability-driven space.

🎧 Listen now for fresh insights on ingredient innovation, consumer expectations, regulation, and what’s coming next.

Discover What’s Next in Sun Protection

In this episode of the Global Cosmetics News Podcast, host Siobhan Murphy explores the rapidly evolving suncare landscape. With global temperatures rising and consumer demand shifting, the category is on track to grow from €20 billion to a projected €177 billion globally. But is the industry ready?

Joining Siobhan to discuss the innovations, challenges, and opportunities in suncare are:

Jennifer O’Hara, Technical Marketing Manager at INOLEX

Sarah Dudley, CEO of The Sunscreen Company

Sandra Brown, Director of Regulatory Affairs at Brown & Associates Consulting

Skinification Meets Sun Protection Consumers increasingly want SPF that looks, feels, and functions like skincare. Brands are now bridging skincare and suncare, with hybrid products offering lightweight textures, long-term skin benefits, and protection against UV and environmental aggressors.

The Innovation Push While Gen Z and indie brands drive aesthetic-led demand, real breakthroughs are coming from behind the scenes. INOLEX has launched a new dispersing agent to improve the sensory profile of mineral sunscreens. Biotech-powered ingredients like tarula oil are also reshaping how we think about sustainability and efficacy.

Regulatory Flux Sandra Brown highlights the regulatory complexities facing UV filters and green claims. While new in vitro testing methods offer better reproducibility, shifting standards and consumer confusion continue to challenge brands and regulators alike.

Sustainability Gets Serious From feedstock transparency to carbon footprint measurement, sustainability is becoming central to innovation. INOLEX’s farm visits and efforts in biodegradable ingredient design point to the growing demand for more ethical sourcing.

Education: The Next Frontier All panelists agree: better consumer education—especially for Gen Z and Gen Alpha—is critical. Sunscreens must be easy to use and appealing, but users need to understand the value of daily protection beyond aesthetics.

“Aesthetics are the sugar that makes the medicine go down—but sunscreen is medicine.” – Sarah Dudley

“We predict the next wave of sustainability will be about measuring carbon footprint and feedstock transparency.” – Jennifer O’Hara

“Consumers aren’t using enough sunscreen. Education, not just claims, is key.” – Sandra Brown

This episode offers a comprehensive look at the state of suncare today—and where it’s headed next. Tune in for:

Ingredient innovation that enhances performance and feel

How to navigate evolving regulatory frameworks

Sustainability strategies that actually work

Insights into Gen Z behavior and SPF education

🎧 Listen now and stay ahead of the next wave in sun protection.

Redefining Skincare Innovation

In this episode of the Global Cosmetics News Podcast, host Siobhan Murphy explores the latest breakthroughs, challenges, and consumer trends shaping the future of skincare innovation. With insights from top industry experts, we uncover why skincare innovation is slowing down despite growing consumer demand and how biotechnology, sustainability, and advanced testing methods are transforming formulations.

Expert Panel:

🎙 Harald van der Hoeven – Director of Product Design & Development, CLR Berlin

🎙 Dr. Carol Treasure – Founder & CEO, XCellR8

🎙 Dr. Tiina Meder – CEO & Founder, Meder Beauty

Key Highlights

📈 Consumer Shifts: The Rise of Skin Health & Longevity

🔬 The Science of Skincare: Biotechnology & AI in Formulations

🌿 Sustainability in Skincare: Progress or Setback?

⚖️ Navigating Regulations & Ethical Beauty

🎯 Market Trends: The Future of Skincare Innovation

🎧 Listen to the full episode now!

Discover 2025’s top hair care trends, from AI-powered personalization to sustainable innovations. Learn from industry experts shaping the future of hair care.

Panelists

Key Themes in Hair Care Innovation

Consumer Trends

Consumers embrace hair care rituals, personalized routines, and multifunctional products tailored to scalp and hair health.

Technology Innovations

AI-powered hair analysis, heat tools that prevent damage, and biotech-driven formulations lead the way in 2025 hair care trends.

Sustainability Focus

Waterless, concentrated, and solid hair care formats gain traction as brands work toward eco-friendly shampoo and conditioner packaging and ethical sourcing.

Regulatory Challenges

New ingredient restrictions and evolving packaging regulations push brands to innovate responsibly while ensuring gentle hair care formulations.

What You’ll Learn