Does Generation Z still spend money on skincare? Yes. But not in the same way as older generations. This is the finding of a study by First Insight, which surveyed 2,151 American consumers aged between 18 and 80.
The survey was carried out in the United States in March 2026 amongst 746 Gen Z respondents (aged 18–28), 503 Millennials (aged 29–44), 476 members of Generation X (aged 45–60) and 401 Baby Boomers (aged 61–79).
Shifting spending patterns
Generation Z does not spend less than older generations, but they spend differently. 59 per cent of Gen Zers balance their spending across different product categories. They cut back on everyday items to spend more on what matters to them. Only 15 per cent opt for supermarket own-brand cosmetics to save money.
Quality over price
What drives Generation Z’s purchasing decisions varies significantly by product category. When it comes to food, price is the top priority (32 per cent). As for beauty products, quality is the key factor (30 per cent), ahead of price (21 per cent), sustainability and ingredients (13 per cent) and packaging (8 per cent).
Major national brands remain at the top of the shopping preferences, but their lead is eroding. In the facial cleansers aisle, 79 per cent of baby boomers notice the major brand first. Among Gen Z, this figure drops to 52 per cent.
