Inclusive Foundations

Gen Z is the most diverse yet with 48% hailing from communities of colour, and 40% saying that diversity and inclusion is the most important brand value to them when shopping for beauty products (Klarna, 2021). As this generation becomes more influential to brand development, a less homogenous beauty market takes shape.

Clean Consciousness

The majority (67%) of Gen Zers are factoring sustainability practices into their purchase decisions. Twenty-seven per cent are actively buying beauty products because of their sustainable initiatives, while 69% are willing to spend more on beauty products containing natural and clean ingredients. High-level eco-consciousness and clean values are now non-negotiables for youthful brands.

Transparency & Authenticity

Gen Z is looking for next-level transparency from its brands, and this is especially true of beauty, where dishonesty is rife in pricing, sustainability claims and value systems. Rebellious youth-focused brands are flipping the script by celebrating anti-pretention and bare-bones openness, debunking myths while breaking taboos. 

Second Nature Self-Care

More stressed and anxious than any other generation (see Key Stats), Gen Z is prioritising their mental health, and seeking wellbeing solutions within beauty and personal care to self-soothe. Considered brands are stepping in to support with meaningful conversations and products designed to establish wellness as an early life stage exploit. 

Frugal thinking, Democratised Beauty

As we explore in Budget (Re)Valued, it’s now cool to shop savvy, with mass-market drugstore favourites like CeraVe and Maybelline commanding social media attention and spend. With price being paramount to teens with small pockets, new and independent youth-targeting brands are championing affordability and economical kudos across beauty and wellbeing.