Beauty retail and marketing is being revolutionised by Gen Z’s preoccupations. Namely their passion for the post-perfectionism movement, more empathetic e-forums, ‘cool’ frugality, and avatar-assisted shopping.

In this report, we distil five trends that brands are leveraging to tap into Gen Z’s growing spending power: from hedonistic aesthetics and skincare-centred safe spaces to a razor-sharp focus on authentic peer recommendations.

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