How Should Cosmetics Businesses Target Gen-Z and Millennials?

When it comes to grabbing the attention of specific generations you must consider what you have to offer, and the best way to connect with them. However, that is not all you have to consider at every step of your business from the ingredients you use to the packing materials.

Keep in mind that there is endless competition, and you are offering products to a generation that has instant access to all the information they need. Therefore before we share the methods you can attract these generations; we will tell you a little more about them.


A generation that is currently residing between the age of 23 to 38 years. They are tech-savvy, cynical, and frugal. While they may not have the money yet, they are known to spend more than they make. Especially when it comes to beauty products, they are more focused on natural and organic ingredients.

Gen Z

A digital generation that resides between 8 to 22 years. They were born with a smartphone, and live and breathe online. They are focused on online images and trends and mostly focus on recommendations coming from influencers they follow.  

Now that you know what your target audience is you can focus on ways you can attract attention to your cosmetic business.

1. Social Media

While social media has changed the way we connect with the world, the basics are not enough to target gen-z and millennials. Yes, while Facebook, Twitter, and Instagram are great places to start, that does not mean you have to stop there. When it comes to targeting gen-z and Millennials you have to take the next step and take on social media platforms such as TikTok.

2. Content

Content is and will always be king, but when it comes to targeting gen-z and Millennials you have to focus more on the image/video, and audio rather than the text. This is why Instagram often urges you to share more reels and videos that help you stay in touch with your customers. This can be videos/reels of your production or anything that offers your customers a sneak peek of what you have to offer.  

3. Diversity

It's time to let go of one size fits all and start offering products that target various ethnicities. For instance, the basic few shades of foundation do not work for everyone, so why stick to something that is clearly not working? Offering products based on various ethnicities ensures you grab attention and sales.

4. Authenticity

These generations are more inclined to purchase from small businesses rather than corporations. Meaning you have a great chance of standing out even as a small business. All you have to do is keep it real, and tell a story based on your business and personal experiences. Adding a personal touch helps you create a bond with your customers.  

5. Innovation

One of the easiest ways to get attention is by offering something innovative. Brands that focus on offering products that make you look and feel good are more in line to succeed than others. So do not hold back and think of out-of-the-box solutions that cover a wide group of your targeted generations.

The aspect that will make your cosmetic company stand out from the rest is what you bring to the table, how you treat people, and how you are impacting the world.