Gen Z will dramatically change the beauty industry

Statistics from a study of more than 1,000 people aged 18 - 25 by the youth organization UK Youth show that Gen Z is the most worried about aspects of money, appearance and career...

Photo: NIQ

Research shows that money worries are the biggest cause of Gen Z stress, followed by fears about the future and appearance. A recent survey conducted by Bailey with the participation of more than 2,000 Gen Z in the UK also showed that young people care so much about their appearance that they are willing to spend more money to take care of themselves.

It is estimated that in one year, Gen Z buys gifts for themselves 51 times, spending an average of about 828 USD/year on themselves, according to Mirror. About 37% take care of themselves by investing in skin care products, spa treatments or buying makeup and jewelry. Besides, scented candles and exercise cards are also very popular. The study also showed that 52% of young people think they should spend more to take care of themselves, with only about 7% admitting to feeling regretful after buying skin care or cosmetics.

It can be seen that, starting in 2022, the skin care industry is seeing an increase in demand for effective, targeted skin care from Gen Z consumers. He learned early on the nature of the elimination approach, which brought long-term benefits. This new approach encourages consumers to take a step back to carefully make more specific choices, targeting products that are suitable and beneficial for their skin.

Gen Z wants their personal experience to be personalized, serving their own tastes and needs, especially in beauty.

New age consumers seek long-term results. Their search for the right product to address their skin care concerns without having to apply multiple layers has led to an increase in demand for both multi-use and targeted products. Therefore, multi-use products, such as moisturizers with SPF 50, can double sales. These types of products not only help consumers save money, but also help them maintain a simpler skin care routine.

According to Fashion United, Gen Z is a consumer group that constantly challenges traditional beauty standards. Before deciding to make a purchase, they are spending considerable time learning about different ingredients, multi-use benefits, possible harms... Therefore, ingredients such as Hyaluronic Acid, Retinol , Gold and Squalane are increasingly popular among Gen Z consumers and the modern younger generation.

A consumer survey conducted in the Indian market in the first quarter showed that 40% of Gen Z are willing to try products whose main ingredient is 24K gold. However, they are still interested in indigenous ingredients such as red grapes, volcanic lava ash,...

As a generation with unique personalities, excellent acumen and information selection, Gen Z's beauty style also has its own characteristics, helping them strongly shape the trends of the beauty industry. According to market research conducted by Fung Retail & Technology Group, 67% of consumers born after 1996 will stop using a brand if they feel the brand's practices are unethical.

Gen Z is a consumer group that constantly challenges traditional beauty standards.

This is extremely important as Gen Z is quickly becoming the most important consumer in the beauty industry. Therefore, it is not difficult for us to encounter claims about sustainability and environmental friendliness on cosmetics stores or advertisements on social networks. “Green beauty” even literally “greens” the beauty world when beauty products are dressed in green colors associated with the environment and its sustainability. 

Unlike the "cover-up" beauty trend of previous generations, Gen Z aims for natural beauty and appreciates imperfect features. A series of photoshopped advertising signs with surreal model images gradually gave way to campaigns with more realistic, diverse beauty. According to statistics, TikTok is the top source of beauty information for Gen Z with 37% and followed by Facebook with 23%. Through TikTok, Gen Z has revived basic skin care brands we almost forgot about like CeraVe and Cetaphil.

With 6.2 billion views, CeraVe always holds high rankings in the rankings of cosmetic brands that are taking TikTok by storm. This is also a brand supported by many influencers on TikTok such as Hyram or Dr. Shah (DermDoctor). The two most mentioned products are Foaming Facial Cleanser and Daily Moisturizing Lotion. The common advantage of these two products is their benign formula, low price and still good results.

According to statistics, TikTok is the top source of beauty information for Gen Z.

In 2023, more young people will choose simpler and more minimalist skin care routines. Many customers are also starting to realize that taking less care of their skin and using too many products really doesn't guarantee effectiveness; even counterproductive. Just keeping your skin hydrated and protected can make a big difference. Skinimalism, also known as "skin minimalism", is being discussed by many people from Instagram to TikTok. 

Due to factors related to Covid-19, many people have unwittingly embraced skin minimalism. Staying at home regularly causes many people to wear less makeup and they notice their skin improving. Therefore, that trend continues to be maintained until now. Furthermore, Skinimalism contributes to promoting sustainability because it encourages less shopping and consumption. This is also a simple way to care for skin, saving users time and energy.

Besides, as a generation born and raised in the digital age when information is always at hand, Gen Z wants their experience to be personalized, serving their own needs and tastes. , especially in beauty. Since then, custom eye palettes for eyes or lips, depending on your preferences, were born. The most prominent is Hourglass's Curator Palette. Anastasia Beverly Hills and Kiko Milano also have custom eyeshadow palettes with a sleek, compact black design and a cheaper price.

Gen Z's connection and influence truly go beyond Instagram or TikTok and have a strong impact on the beauty industry. It can be said that Gen Z is a booming generation and is also an important factor pushing the industry forward, bringing higher values.