Gen Z is Redefining Beauty

By Fatima Amir    07 May,2024

   Gen Z or the Generation Z born between the years 1996 to 2010 is changing the beauty standards and transforming the beauty industry. From creating a general dislike for bleaching and whitening creams to the increasing demand for ethical and responsible products, Gen Z is doing it all by themselves. 

Beauty industry is growing and becoming inclusive. It is expected that by 2026, the beauty industry will expand further to be worth 131 billion USD, with North America having a 26% share.

Gen Z is the first generation to question every norm and challenge everything that previous generations accepted without asking any questions such as harmful ingredients in beauty products. 

This generation raises its voice to change the buying trends and push the beauty brands and manufacturers to switch to better and more responsible ingredients and marketing campaigns. 

Gen Z is daring to eliminate the outdated beauty standards and promote inclusivity and finding beauty in every size, shape and color.

Feeling Beautiful in Your Own Skin

Beauty industry is bigger than ever and demand for skincare products has skyrocketed in the recent years. The focus of Gen Z is primarily on making their own beautiful skin look flawless.

The concept of feeling beautiful in your own skin helps everyone feel beautiful. It means that anyone can look beautiful if they can make an effort to groom themselves and take care of their skin. But it is not limited to looking beautiful. ‘Beautiful in your own skin’ is feeling comfortable, confident, and happy being their unique self.

Unlike the older generations that relied on other people to decide what is beauty, Gen Z defines beauty as an existing and natural quality of every individual. Regardless of beauty standards and society’s perceptions of beauty, this generation is more concerned with feeling beautiful being their authentic self.

Beauty Industry’s Expectations

Beauty Industry is transforming for the better and becoming more and more transparent. Gen Z’s demand for ethical sourcing of harmless and cruelty-free ingredients as well as accountability are driving this change. They prefer to embrace brands that produce ethical products, roll out products for everyone and are conscious of people’s well-being.

The same generation is also creating innovation and diversity. The increased interest in skincare is helping the beauty market to roll out skincare serums, and multi-step skincare kits for all types of skins. The focus is also on grooming for men. 

Products such as beard oils, cleansers and skin serums synthesized specially for the male skin are manufactured to target the male segment. Beauty industry is now being expected to have beauty products for every demographic.

Buying Power and Demand

Gen Z has a considerable disposable income that they are likely to spend on purchases that make them happy, including beauty products. Entering the 21st century, the internet changed the spending habits of millennials and Gen Z to a great extent.

Individuals can spend money any time on anything while sitting on their couch, in their living room. Instant gratification pushes this generation to buy products that is also increasing consumer culture. 

Gen Z’s buying power enables this generation to demand the beauty industry to cater to their needs and they are the ones that decide the rules.

Marketing Campaigns

When online shopping accelerated, many brands focused heavily on a strong online presence. This helped the customers, and the brands engage through content. Brands no longer rely on directly selling their products online but rather presenting and portraying themselves as a brand that cares about YOU, speaking to everyone at a personal level.

Creating integrated marketing messages that resonate with their personality and matches the vibe of the generation that has constantly changing interests and behaviors. 

Marketing campaigns are no longer limited to a Hollywood standard of beauty. The face of beauty products is an individual with freckles, blemishes, and flaws who is real and beautiful. 

Fashion brands employ models of every ethnicity, color and BMI to show that their brand is for everyone. This inclusivity helps these brands tap into new markets and sell products to diverse groups.

Gen Z is conscious about what is happening around the world and expects businesses to promote and advocate for social causes. Some recent ideas are body positivity and mental health awareness among many others. 

Gen Z consumers engage with business online that connect to their ideas and aspirations on a deeper intellectual and emotional level. 

According to McKinsey, a survey revealed that 60% of Gen Z shoppers said that they are likely to purchase products from their favorite brands. While only around 40% were interested in trying new products every 3 months.

Buying Trends and Influencer culture

Gen Z is active on social media and social media has become one of the best places for businesses including beauty brands to advertise. Influencers are an essential part of creating awareness for beauty brands. The higher the reach of an influencer, the higher the chances of the brand gaining a solid foothold.  

Gen Z has a short attention span, and reels rule the world of social media. Viral beauty tutorials and skincare hacks are some of the most trending reels that can gain attention. There have been so many examples of beauty and fashion brands going viral through reels and gaining popularity in a short period.

The concept of cruelty-free ingredients and inclusivity also originated in some ways through these beauty influences. Influencer are real people who started posting their unbiased opinions on the internet about different products. 

This raised awareness about choosing and supporting the right businesses. It also helped people watch out for sketchy brands that were not transparent enough when it came to manufacturing and ingredients.

Bottom Line

Although the beauty industry has come a long way, there are beauty brands out there that still depend on child labor, involved in testing that includes animal cruelty and adding harmful chemicals to beauty products. 

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