In this episode of In Conversation With, Global Cosmetics News explores how Millennials—the generation that helped transform the modern beauty industry—are redefining cosmetics as they move into midlife. From the rise of independent beauty brands and ingredient-led skincare to digital-first discovery and wellness-focused products, Millennials have played a defining role in shaping consumer expectations, brand strategies and product innovation.

Now, their priorities are evolving. Healthy ageing, hormonal wellbeing, scientific efficacy and long-term skin health are becoming increasingly important, presenting manufacturers, ingredient suppliers and beauty brands with a new challenge: responding to changing consumer needs while maintaining the authenticity, transparency and innovation that Millennials have come to expect.

Elvira Ruppel – Product Manager, CLR Berlin, bringing an ingredient supplier’s perspective on formulation innovation, scientific efficacy and the changing demands of beauty brands.

Estée Lalonde – Founder, Mirror Water, offering insights into brand development, consumer expectations and the growing relationship between beauty, wellness and self-care.

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

Millennials helped establish many of the trends that now define the global cosmetics industry, from independent beauty brands and ingredient transparency to inclusive marketing and wellness-led product development.

However, as this generation moves into midlife, its priorities are evolving. Healthy ageing, hormonal changes, skin health and long-term wellbeing are becoming increasingly relevant, creating opportunities for brands to move beyond conventional anti-ageing messaging.

The discussion examines how brands can remain culturally relevant to Millennial consumers without chasing every short-lived trend.

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