One of the biggest shifts identified by industry analysts is the move away from broad demographic profiling towards far more sophisticated behavioural segmentation.
According to Imogen Matthews, Consultant at Innova Market Insights, different generations remain highly influential, but increasingly because of how they interact with beauty rather than simply how old they are.
"Gen Alpha and Gen Zalphas are the most technologically native generations to date, growing up with smartphones and global connectivity. They are highly ingredient-aware and brand-aware from an early age, with much of their knowledge coming from influencers and peer recommendations."
She believes this creates both commercial opportunities and important responsibilities.
"Beauty companies have an important role in educating parents and younger consumers about safe, age-appropriate products and routines, particularly as younger audiences become exposed to increasingly sophisticated skincare ingredients."
Meanwhile, another influential consumer group is often underestimated.
"Generation X remains a highly informed consumer group that values authenticity, transparency and credibility over flashy marketing claims. Innova's 2026 consumer research found that 38% of global consumers actively look for brands that demonstrate greater authenticity, while 32% are willing to pay more for products that deliver visible, long-lasting results."
Rather than targeting broad demographic groups, brands are increasingly segmenting consumers according to beauty concerns, ingredient preferences, purchasing behaviours and personal values.