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Traditional vs Contemporary Standards
Previously (Millennials
& Boomers): Limited
beauty ideals—perfect skin, Eurocentric features, slender physiques.
Currently (Gen Z): An embrace of authentic skin, varied body
shapes, and cultural inclusivity.
Gen Z advocates for the “skin positivity” movement,
where acne, freckles, scars, and textured skin are embraced. Rather than
concealing flaws, they emphasize them.
👉 Illustration: The emergence of #SkinPositivity and
#NoFilter trends on TikTok & Instagram.
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2. Prioritizing Skincare Over Makeup
For Gen Z, skincare serves as the new foundation.
Instead of masking imperfections, they prefer to address skin issues naturally.
Common skincare practices
among Gen Z:
Daily SPF 50 sunscreens
Niacinamide serums targeting acne and pores
Hyaluronic acid moisturizers for enhanced hydration
Streamlined 3-step skincare routines
👉 This
trend elucidates why skincare sales are projected to surpass makeup sales in
2025.
🌱
3. Increasing Demand for Sustainability & Clean Beauty
Gen Z is environmentally aware—they seek brands that
prioritize the planet.
Eco-friendly packaging: Biodegradable or refillable containers.
Cruelty-free products: No tolerance for animal testing.
Vegan formulations: Plant-based beauty is thriving.
Ingredient transparency: Clear labeling without greenwashing.
👉 Brands such as Lush, The Ordinary,
and Youth to the People are favored by Gen Z for their clean and ethical
practices.
👩💻
4. Digital-First Beauty: TikTok, AR & Influencers
Gen Z exists in the digital realm, and their beauty
experiences reflect this.
TikTok Beauty Hacks: Brief viral trends like “skin cycling” or
“soap brows”.
Virtual Try-Ons: AR (Augmented Reality) applications like
Sephora Virtual Artist allow users to experiment with lipsticks or hair colors
online.
Micro-Influencers >
Celebrities: Gen
Z places greater trust in genuine individuals with authentic reviews than in
celebrities with scripted advertisements.
Live Shopping: Beauty products marketed directly through
TikTok Shops & Instagram Lives.
👉 This digital transformation marks a
significant shift in the beauty landscape.
🌈
5. Inclusivity & Diversity
Representation is crucial. Generation Z insists that
brands represent all skin tones, genders, and body types in their marketing
efforts.
Shade inclusivity: An increase in foundation options for
darker shades and various undertones.
Gender-neutral beauty: Makeup and skincare products designed for
all individuals, not exclusively for women.
Cultural diversity: Honoring beauty traditions from Asian,
African, and Latinx cultures.
👉
Rihanna’s Fenty Beauty has become a favorite among Gen Z by introducing over 40
foundation shades.
💸
6. Affordable + High-Quality Brands Prevail
In contrast to Millennials who gravitated towards
luxury items, Gen Z favors products that are both affordable and effective.
They do not equate high prices with high quality.
Leading budget-friendly beauty brands for Gen Z
include:
The Ordinary –
Known for its transparent ingredient lists.
e.l.f. Cosmetics –
Offers affordable, cruelty-free makeup options.
CeraVe
– Provides straightforward skincare approved by dermatologists.
ColourPop
– Features trendy makeup at budget-friendly prices.
👉 Value and transparency foster
loyalty among Gen Z consumers.
🤳
7. Self-Expression Through Beauty
Generation Z utilizes beauty as a means of expressing
identity and creativity rather than adhering to conformity.
Vibrant hair colors: shades of pink, purple, and neon.
Innovative eyeliners, glitter freckles, and makeup
inspired by the Y2K era.
Combining skincare with
makeup—such as tinted moisturizers and dewy highlighters.
👉
For Gen Z, beauty is synonymous with art.
📊
8. The Impact of Mental Health on Beauty
Generation Z is open about discussing mental health
and its relationship with self-care practices.
Beauty is perceived not as a pursuit of perfection but
as a source of confidence and wellbeing.
Skincare routines are regarded as therapeutic
activities.
Brands that advocate for self-love are more likely to
gain trust.
👉 For instance, Rare Beauty by Selena
Gomez emphasizes confidence and acceptance over the pursuit of flawless
appearances.
🚀
9. Future Trends Influenced by Gen Z (2025–2030)
AI Skincare Diagnostics: Customized routines based on skin
analysis.
DNA-Based Beauty: Personalized serums tailored to individual
genetic profiles.
Waterless Beauty: Solid shampoos and cleansers designed to
conserve water.
Circular Beauty Economy: Systems for returning, refilling, and
recycling products.
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Overall Thoughts
Generation Z is more than merely a consumer
demographic—they are pioneers reshaping the concept of beauty to be inclusive,
sustainable, digital-centric, and genuine.
- To thrive in the beauty market by 2025, brands must:
- Ensure transparency regarding their ingredients.
- Champion diversity and inclusivity.
- Engage in authentic interactions on platforms such as
TikTok, Instagram, and YouTube.
- Provide products that are both affordable and of high
quality.
The beauty sector has evolved beyond the mere sale of
products—it now focuses on cultivating a community rooted in trust,
empowerment, and self-expression. Generation Z is at the forefront of this
movement.
Written By:
Usman Mukhtar
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