Move over, Sephora kids. While younger generations have been buying beauty products in droves, data shows that a different generation holds more spending power: Generation X. Often dubbed the "forgotten generation," Gen X spans those born between 1965 and 1980, according to Pew Research Center. Sandwiched between baby boomers and millennials, the often-overlooked generation hasn't held the spotlight nearly as much as its counterparts. But experts said it may be one of the most important