For years, Gen X skincare has been defined by trusted, heritage names. But 2026 has seen a shift. Over-45s are still loyal to their favourites, but their spend is moving towards proven, results-driven actives like retinal, peptides and vitamin C, alongside the K-beauty and at-home tech we’d usually associate with their Gen Z kids.
As the year draws to a close, LOOKFANTASTIC has used its internal data to reveal the skincare products seeing the biggest year-on-year growth among Gen X shoppers aged 45 to 64.
The data shows that Elemis Pro-Collagen Cleansing Balm remains Gen X’s No.1 skincare product, but the Pro-Collagen range is down 13% among 45 to 54s and 9% among 55 to 64s. In contrast, Medik8 has grown 29% and 32% respectively, making it the No.3 brand overall for 45 to 54-year-olds.
The 10 fastest-growing skincare products for the over 45s in 2026
According to the data from LOOKFANTASTIC, these are the products over 45s have been adding to their baskets this year:
1. Medicube Zero Pore Pad 2.0 – YoY: +755%
Who says toner pads are just for teenagers? Medicube’s pre-soaked K-beauty pads have been a Gen Z staple for a while, and now Gen X are getting in on the action too. Swipe-and-go and designed to refine the look of pores, they’re the ultimate low-effort step for anyone who wants smoother looking skin without adding ten minutes to their morning.
2. Medik8 Advanced Pro-Collagen+ Peptide Cream – YoY: +471%
The biggest riser for 55 to 64-year-olds. Peptides are having a serious moment with this age group, and this cream combines firming peptides with a rich, comforting texture. It’s proof that “pro-collagen” isn’t going anywhere, Gen X are just reaching for it in a new, science-led form.
3. Biodance Bio Collagen-Real Deep Mask – YoY: +207%
The overnight sheet mask that turns see-through as it works (and is one of the most satisfying things to peel off in the morning). Collagen-boosting K-beauty has well and truly made its way onto Gen X bedside tables.
4. Medik8 C-Tetra Advanced – YoY: +150%
Vitamin C serums are growing across the board for Gen X, up 35% among 45 to 54s and 69% among 55 to 64s, and Medik8’s C-Tetra Advanced is leading the charge. A brightening, antioxidant step under SPF that suits busy mornings perfectly.
5. Silk’n Facial LED Mask 100 LEDs – YoY: +128%
LED masks have moved from salon treat to sofa staple, and Gen X are fully on board. The Silk’n mask is now one of the top 10 best-selling products of any category for 45 to 54-year-olds. Pop it on, put the kettle on, catch up on your favourite series and let the lights do the work.
6. Medik8 Crystal Retinal 3 Serum – YoY: +88%
Retinal has gone mainstream for Gen X, with retinal sales up 61% among 45 to 54s and 63% among 55 to 64s. Medik8’s Crystal Retinal 3 has proven the sweet spot for many, offering a faster-acting alternative to retinol that’s still gentle enough to keep skin on side. Just remember your SPF the morning after.
7. La Roche-Posay Cicaplast Balm B5 – YoY: +52%
The barrier repair hero of 2026 is a hit with every generation, and Gen X are no exception. Dry patches, wind-burnt cheeks and chapped lips, this no-fuss balm fixes it all, and it’s now in Gen X’s top 5 skincare products.
8. Beauty of Joseon Relief Sun Rice + Probiotics SPF50+ – YoY: +20%
The K-beauty SPF that converted the sceptics. Lightweight, no white cast and with a finish that sits beautifully under make-up, it’s now in the top 10 products of any category for 45 to 54s, as Gen X treat SPF as an everyday step.
9. SkinCeuticals C E Ferulic – YoY: +19%
The original cult vitamin C serum continues to grow with Gen X, particularly among 55 to 64-year-olds, who are investing in prestige actives they know deliver.
10. Medik8 Liquid Peptides Advanced MP – YoY: +21%
Medik8 makes its fourth appearance on the list, and it’s now Gen X’s No.3 skincare product overall. A lightweight peptide serum that slots easily into any routine, it shows Gen X are building their regimes around ingredients rather than brand names.
What this data tells us about Gen X skincare in 2026
Loyal to the classics, curious about actives
Elemis Pro-Collagen is still the over-45s top skincare buy, but growth has moved firmly to proven actives. Retinal is up 61% and 63%, vitamin C up 35% and 69%, and peptides up 21% and 66% across 45 to 54s and 55 to 64s.
K-beauty isn’t just for Gen Z
Medicube, Biodance and Beauty of Joseon are all growing fast for those with mature skin, showing that easy, results-driven K-beauty formats appeal to every generation.
Two halves of Gen X
45 to 54-year-olds are leaning into newness, with K-beauty and LED leading their growth. 55 to 64-year-olds are investing in prestige and serious actives, with the strongest growth in peptides and vitamin C.
Beauty tech has reached every generation
With the Silk’n LED mask up 128% among 45 to 54s and 114% among 55 to 64s, at-home devices are no longer a novelty for younger shoppers. LED has become part of the over 45s evening wind-down.
Gen X shop smarter, not more
Over 45s give a smaller share of their beauty spend to toners than younger shoppers (1.1% vs 1.6% for Millennials and 1.8% for Gen Z), but a bigger share to skincare sets (2.9% vs 2.5% and 2.3%), suggesting they favour value and fewer, harder-working steps.
To shop the skincare edit please visit: https://www.lookfantastic.com/
