Rebuffing millennials’ carefully curated Instagram profiles and high-maintenance aspirational perfectionism, many Gen Zers are challenging unrealistic beauty standards and embracing a raunchier sex-positive outlook (see Modern Purity & Liberating Sexualities in 10 Youth Trends to Watch, 2023) by flocking to brand campaigns with post-perfectionist aesthetics that celebrate contemporised sleaze, hedonism and grittier nightlife.

For Gen Z beauty fans, the metaverse and meta-lite brandiverses (exploratory but not fully interactive communal virtual environments) are transcending escapism and becoming a reflection of lived experiences and real-life identities (see Key Stats). Brands are supporting this with socialised virtual shopping spaces, try-before-you-buy customisable avatars and digital looks echoed in physical products.

Nearly half of global Gen Zers are affected by a loneliness epidemic, an anxiety exacerbated by struggles with skin issues (see Key Stats). Brands are addressing this sense of isolation by developing proprietary social networks and communities via platforms such as Discord and Geneva to help young consumers (and their families) deal with dermatological concerns.

With nearly half of global Gen Zers living pay cheque to pay cheque, affordable, effective products have become key (CeraVe and E.l.f Cosmetics are among their most loved brands). Innovative engagement from smart brands includes in-house dupe recommendations, discounted resale solutions and savings-foregrounding subscription services.

Astute brands are supplementing mainstream social media with alternatives that foster more intimate connections and unbiased opinions. From e-marketplaces without ads to filter-free tutorials and next-generation artificial intelligence (AI)-powered one-to-one WhatsApp messaging, brands are leveraging trust and a sense of community.