The US aesthetics market is being pulled in two directions by contrasting generational preferences: Gen Z’s focus on authenticity and digital beauty, and Baby Boomers’ pursuit of anti-aging and timeless elegance. These divergent priorities are reshaping treatment menus, marketing strategies, and product development, making generational insights critical for market success.

Gen Z, digital natives, prioritize “clean beauty” and minimalism. They favor temporary, reversible treatments like LED light therapy or chemical peels, avoiding permanent surgeries. Social media influence is profound; Gen Z is driven by trends seen on TikTok or Instagram, with “aesthetic” often tied to filter-like enhancements (e.g., subtle cheek fillers for a “soft glow”). They also value transparency, demanding full ingredient lists and ethical sourcing from brands.

Baby Boomers, conversely, seek long-term solutions to aging. Procedures like facelifts, eyelid surgeries, and collagen injections remain popular, as this demographic prioritizes lasting results. Marketing to Boomers focuses on trust and expertise; testimonials from peers and certifications (e.g., board-certified surgeons) carry more weight than viral influencers. Affordability is also a concern, with many relying on savings or payment plans rather than credit cards.

Balancing these needs requires strategic segmentation. The Market Research Future report on generational demand in US aesthetics breaks down spending habits, preferred channels, and treatment preferences, helping businesses tailor offerings. By catering to both Gen Z’s digital aspirations and Boomers’ anti-aging goals, the market can sustain growth while remaining inclusive.