Haircare and body care lead purchases among millennial and Gen X women

Among total respondents, 74.2% purchased haircare products in the past 12 months, but millennial and Gen X women reported an even higher purchase rate of 83.8%, according to our June 2025 Pulse of the Consumer: Personal Care and Beauty Survey. Body care follows closely at 75.4%, compared with 72.3% across all respondents. The gap widens further in makeup, with 60.4% of this demographic making purchases versus just 42.2% overall.

Feminine care and nailcare share this pattern, with millennial and Gen X women buying at rates of 48.0% and 39.4%, respectively, well above the total market of 31.0% and 30.9%. The only category where millennial and Gen X women lag is shaving and grooming (47.0% versus 51.4% total). These purchase patterns underscore the cohort’s role as the primary growth engine in the personal care and beauty market.

Go deeper: For more, including data on offline channels where consumers discover personal care and beauty products, PRO+ subscribers can access the full data set here.