Boomers Are the Unexpected Drivers of Sustainable Beauty

A study by Sooth published in Cosmetics Design Magazine reveals that Baby Boomers are leading the sustainable beauty movement. Compared to Gen Z, Boomers are 2.2 times more likely to choose organic beauty brands, three times more likely to recycle, and six times more likely to research beauty products online. They also prioritize personalized customer service, being 32% more inclined toward brands offering tailored experiences. Despite their price consciousness, Boomers spend nearly four times the national average on cosmetics, skin, hair, and oral care products, making them a significant demographic for brands focusing on sustainability and quality.