The entire beauty and cosmetics industry has been on an incredible run for the past five years. Lately, however, the category is showing cracks – or at least unevenness – with companies like Ulta and Estee Lauder forecasting softer growth. Inflation and debt are weighing on consumers, particularly Gen Z, spurring trade-down and trade-off behaviors. Still, opportunities abound as Gen Alpha rides a wave of TikTok trends and older Americans remain flush with cash.

Join this CivicScience webinar to learn about the current state of America's beauty buyers - young and old, mass to prestige – what's driving their purchase behavior, and how their spending will likely unfold for the remainder of 2024.