Traditionally, suppliers have marketed themselves with technical data and product lists to demonstrate knowledge and expertise. But in a saturated market, this is no longer enough. Today’s most successful suppliers are positioning themselves as educators, helping their customers understand who they are selling to as much as what they are selling.
Gen Z: TikTok before store
Gen Z expect transparency, ethical sourcing, and sustainability. More importantly, they are now discovering upcoming brands on TikTok before they even step into a store.
The supplier opportunity:
Don’t just say an ingredient is eco-friendly. Market your story so brands can translate it into claims that match Gen Z values: cruelty free, circular, climate positive. Provide content, messaging, and trend insights that speak their language and help brands connect authentically.
Millennials: Balancing a lifestyle
Millennials are balancing careers, families, and wellbeing. They want multifunctional products that save time, support skin health, and align with their “clean but effective” ethos.
The supplier opportunity:
Develop formulation concepts that show how actives deliver wellness benefits like stress reduction, barrier repair, and sleep friendly routines. Instead of just supplying ingredients, give brands stories that fit their lifestyles: fast, functional, and holistic.
Gen X: Performance means more
Gen X consumers are loyal, but also value driven. They are sceptical of empty claims and drawn to products that offer clear performance and visible results.
The supplier opportunity:
Provide evidence like clinical data simplified into before and after visuals, or stories that highlight real performance. Suppliers who equip brands with credibility tools will help them win consumer trust and loyalty.
Baby Boomers: Ageless and timeless
Boomers represent one of the largest spending groups in beauty. They want reassurance, luxury, and effective solutions that enhance rather than disguise.
The supplier opportunity:
Position your ingredients within the context of timeless beauty. Provide brands with language around efficacy, premium texture, and indulgence. Shift the narrative from anti ageing to pro aging, with formulations that celebrate this market.
Think Education Led, Not Product Led
The thread running through all generations is simple: brands don’t just need ingredients, they need insights. Suppliers and distributors who reframe their marketing to show how their ingredients help brands reach different audiences will stand out in a crowded market.
By moving beyond product lists to offer trend intelligence, generational insights, and compelling consumer stories, ingredient suppliers can position themselves as true partners in innovation. It is not just about selling ingredients. It is about helping brands understand consumers and giving them the tools to connect.
Conclusion
There is no one product that fits all, so a scattergun marketing approach to ingredient supply is never going to work.
In 2026, the suppliers who win will be those who educate, not just supply. By connecting generational insights to ingredient positioning, you make your brand the one manufacturers turn to, not just for what’s in the catalogue, but for guidance on how to bring products to life for every generation.