Beauty is the standout performer in UK ecommerce, but sales growth is slowing as consumers continue cutting nonessential spending. Gen Zers and young millennials, who are committed to their beauty regimes, are the most likely to spend freely in 2024. But their path to purchase is anything but straightforward—and capturing their attention requires a truly multichannel approach.

Key Question: How does the beauty path to purchase among Gen Zers and young millennials differ from that of older generations?

Key Stat: Over a third (35.5%) of 18- to 34-year-old beauty shoppers in the UK have shopped for beauty products on social media in the past 12 months—more than twice the average across age groups.