Gen M: overlooked, yet unstoppable.

At a glance, a Market Growth case

A leading global beauty company embarked on a journey to connect with Muslim millennial beauty consumers. To better serve this influential and growing demographic whose spending power rapidly reshapes global beauty markets.

25% of the global population is Muslim, of which a quarter is Millennial.

Gen M is educated, digital and has spending power.

86% of UK Muslim women say fashion leaves them out.

Business Challenge

As hijab-wearing Millennials gained influence and purchasing power, the beauty market failed to reflect their aspirations or aesthetics. This beauty leader needed a deeper understanding of this cohort to create relevance, tap into emerging demand, and transform into a multi-brand company that resonates with Gen M.

Humanizing Journey

We forged immersive connections with 50+ Gen M prosumers across six markets (France, Indonesia, Malaysia, UAE, Saudi Arabia, and the US). Teams traveled to experience firsthand how these women approach beauty, honoring their rituals, identities, and values. Their stories were captured and distilled into a bespoke lifestyle magazine, providing inspiration for brand narrative, innovation, and communication.

Impact

Armed with empathy and insights, the company began crafting more inclusive products and narratives that resonate with Gen M women. It repositioned itself to engage a previously underserved segment, driving market relevance and unlocking new growth potential.