Young people have always been at the heart of the beauty industry. While those looking for antiaging solutions still make up an enormous segment of the market, the majority of beauty brands target their products at younger audiences in the hope that they’ll gain a customer for life.
But how does a beauty brand continue to hit the mark when one generation differs so much from the next? The answer lies in understanding the values of each different generation and tailoring your offering to align with such beliefs.
Currently, Generation Z is considered to be the ‘young generation’, at least when it comes to those who are old enough to have a significant amount of spending power. This article will focus on Gen Z’s relationship with beauty, with a specific focus on how their changing attitudes towards the industry and its products impact the beauty brands of today.
Who is Gen Z?
Generation Z (or Gen Z for short) is the term used to describe those born between 1996 and 2010. At the time of writing, this means Gen Z consumers could range from teenagers to late twenties.
This generation has grown up in a digital-savvy world, and this is reflected in their beliefs and behaviours. Smartphones and internet connection are seen as essentials by this generation and activities like gaming are a popular hobby of choice for those belonging to Gen Z.
But as all young people, they also have a strong interest in beauty. However, their attitudes towards health and beauty drastically differ from their parents and grandparents. They are often described as rebellious, individual and conscious and beauty brands must factor this into their products and marketing.
Read: The Importance of Halal Skincare: Products To Adopt Into Your Routine
5 Ways Gen Z Changed The Beauty Industry
Increased Inclusivity and Diversity
Gen Z don’t expect brands to be inclusive, they demand it. This is something that beauty brands have had to accept. As a result, it’s common to see a wider range of models used in the beauty industry.
Different nationalities, races and sizes are better represented in beauty today which is a great step for everyone. For those belonging to ethnic minorities, it leaves them feeling much more included. This shift has also forced brands to alter their product offerings with different products being required for different skin tones and hair types.
A More Conscious Industry
Gen Z’s daring nature also means they are prepared to speak up on issues that matter to them. They are also not afraid to walk away from brands that don’t match their values. The beauty industry has long battled with a poor reputation around animal rights and sustainability, both of which are important to individuals belonging to Gen Z.
As a result, beauty brands have been put under pressure to be more conscious about their actions. This has impacted product ingredients, testing and packaging to name just a few areas. All in all, this has placed the industry in a better place with more care being paid to consumers, animals and the planet.
Digital Beauty
Older consumers have had to adapt to the digital-focused nature of the world today, but Gen Zers were thrust into this world from day one. As a result, they are heavily influenced by what they see online meaning beauty brands must have a multichannel strategy in 2025.
This means using various digital channels to reach customers but also combining this with their in-store offering. For example, an influencer marketing campaign may drive potential consumers to your store but experts may be needed to guide the individual towards the right product for them once they arrive at the store.
Changing Attitudes To Surgery
Plastic and cosmetic surgery are seen as somewhat of a taboo to older generations but Gen Z widely accept aesthetic procedures. This may be due to what they see but could also be due to advances in surgery with techniques like minimally invasive surgeries seen as a safer option.
Procedures like Botox and lip filler are seen as safe with little side effects. But they also help consumers achieve the looks that they see on social media and in the showbiz world. Brands can now lean on this rather than shy away from it which highlights the importance of staying on top of changing attitudes.
Creator-led Brands
Growing up in the era of social media means Gen Z has also grown up in the era of influencer marketing. This isn’t exclusive to the beauty industry either, brands in all industries are harnessing the power of influencers and their vast reach.
In recent years, these high-followed individuals who once partnered with brands have become the brand. Influencers like Kylie Jenner have become the face of their own brand and used their army of followers to create enormous brands in health, beauty and cosmetics.
Final Thoughts
This digitally-native generation demands inclusivity, sustainability, and authenticity from brands. They’ve driven increased diversity in representation, pressured brands to adopt more ethical practices, and embraced the rise of social media influencers as beauty entrepreneurs. While the acceptance of cosmetic procedures like breast augmentation or facelifts is growing, it’s crucial to emphasize self-acceptance and a healthy relationship with one’s body. By understanding Gen Z’s values and embracing their influence, beauty brands can thrive in this evolving landscape.
