How Millennials and Gen-Z Are Changing The Industry
In recent years, younger generations have begun to reject dated, unrealistic beauty standards in a new approach involving high-quality skincare regimens and focusing on enhancing their natural beauty. With this newfound interest in moisturizers over makeup, beauty industry giants have had to change their approach.
Some observations made in the past few years amongst the Gen-Z and Millennial cohorts include:
- Frugality with a twist. While younger generations may be frugal when it comes to clothes by buying from Depop or thrift stores, they spend money on high-quality skincare and beauty products as they see them as an investment.
- Authenticity is key. When Millennials and Gen-Z trust a brand or see that they have a spokesperson they like, they will buy from that brand. Being transparent about what your product does and having authentic reviews creates lifelong customers.
- The importance of diversity and inclusion. Younger buyers want to ensure the company they’re supporting is inclusive and carries a wide range of foundation shades, hair products, or skincare products for all skin types.
- Spending more on skincare than makeup. When you invest in high-quality skincare, you will spend less on concealer and foundation in the long run.
- Avoiding trends, finding what works for you. With so many trends popping up daily, it’s hard to keep up. That’s why younger generations find it easier to figure out which trends work for them and stick to it instead of being ever-changing.
- Self-expression through makeup. With shows like Euphoria, Riverdale, and Gossip Girl, there is an endless amount of inspiration to be found, and Gen-Z especially is getting more creative with their makeup looks.
- Erasing toxic masculinity. Younger generations of men are investing in nail care and skincare, both as a form of self-care and to improve their appearance. The beauty industry isn’t just for women anymore!
At-home skincare is on the rise, with online platforms providing more accessible information from dermatologists, customers, celebrities/models, and makeup artists. Creating your personal skincare routine at home is easier than ever, especially as YouTubers and TikTok celebs are asked to “drop their skincare routine” or “share their holy grail products.” With these recommendations in mind, people can buy products based on their needs and have a spa day in their bathroom.
Some popular products that are recommended include serums, retinol, sunscreens, natural acne remedies, and Korean skincare products.
Enhancing Your Natural Beauty
Younger generations are choosing to enhance and rejuvenate their natural beauty in a myriad of ways: spending more on skincare than makeup, wearing SPF every day, using collagen-rich products, improving skin texture, and opting for less invasive or non-invasive skin treatments to reduce signs of fine lines,