In this episode of In Conversation With, Global Cosmetics News explores one of the cosmetics industry’s most commercially influential yet frequently overlooked consumer groups: Generation X. Born between 1965 and 1980, Gen X consumers command significant purchasing power, have experienced decades of changing beauty trends and are increasingly demanding products that deliver proven performance, convenience and genuine value.

From menopause and healthy ageing to AI-powered product discovery, multifunctional formulations and sustainable packaging, manufacturers, ingredient suppliers and brands face a growing opportunity: engaging a generation that is less interested in marketing promises and more focused on products that genuinely work.

Viktor Konovalov – CEO & Co-Founder, PokPok.AI; Creative Director, Dragons Rouge, bringing expertise in artificial intelligence, consumer behaviour, digital innovation and brand strategy.

Jennifer O’Hara – Director of Technical Marketing and Commercialisation, INOLEX, offering an ingredient supplier’s perspective on formulation science, multifunctional ingredients and the changing performance requirements of Gen X consumers.

Jo Chidley – Founder, Beauty Kitchen UK & Reposit, bringing expertise in sustainable product development, circular packaging, consumer trust and responsible business practices.

One of the strongest messages from the discussion is the disconnect between Generation X’s commercial importance and the attention it receives from cosmetics brands.

Viktor Konovalov highlights research suggesting that four in ten Gen X women in the US feel overlooked by the beauty industry.

AI reveals a similar pattern. Although Gen X consumers appear among the intended audiences of many brands, relatively few address them directly.

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