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British Gen Z are spending more on beauty than last year.

Jul 29 2026

British Gen Z are spending more on beauty than last year. According to new research by RSM UK’s Consumer Outlook, 30% of Gen Z now spend more on beauty, grooming, and wellness compared to last year. But 72% of Gen Z count beauty, grooming, or wellness as essential spending, versus 60% across all age groups. And while 26% of Gen Z say it’s not essential, they’ll prioritize beauty spending over other discretionary spending. More than a third of the gen reportedly spend more than £50 on beauty and wellness products a month and within that, 5% spend more than £100 a month. (FashionNetwork)

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