Gen Z Beauty Shopping Trends: How This Generation is Redefining the Industry

Gen Z is turning to TikTok, Instagram, and YouTube for beauty inspiration more than any other generation. Short-form videos showcasing real-life product reviews, tutorials, and transformations are critical to their decision-making process. TikTok, in particular, has revolutionized the beauty industry by making products go viral overnight, leading to sell-out stock in hours ^[1].

Platforms are also merging entertainment with shopping, allowing Gen Z to purchase directly from their social feeds. Influencer collaborations and brand partnerships with content creators are becoming an essential part of beauty marketing, with brands capitalizing on the authenticity and relatability of influencers ^[2].

Sustainability isn’t just a buzzword for Gen Z—it’s a priority. They are increasingly concerned about the environmental impact of their purchases, and as a result, beauty brands with a strong eco-friendly stance are thriving. Gen Z shoppers are looking for brands that embrace cruelty-free, vegan, and clean beauty standards ^[3]. Packaging is also a big consideration, with many gravitating towards minimalistic, refillable, or recycled options ^[4].

In response, we’re seeing a surge of clean beauty brands in the market, many of which highlight their ingredient transparency and environmental initiatives.

Gen Z is rejecting traditional beauty norms that enforce gender stereotypes and lack inclusivity. This generation celebrates individuality and looks for brands that offer diverse shade ranges, gender-inclusive products, and campaigns that embrace all body types, skin tones, and identities ^[5].

Beauty brands that fail to be inclusive are losing favor, as Gen Z holds them accountable for their marketing, product lines, and representation. Conversely, brands that champion inclusivity, like Fenty Beauty and Glossier, are gaining loyal followers who see themselves reflected in the product offerings and brand messaging ^[6].

Technology is playing a big role in how Gen Z shops for beauty products. From AI-driven skin assessments to virtual try-ons, personalization is at the forefront of their shopping experience. Beauty brands like Sephora and Ulta are integrating AI into their apps, offering personalized recommendations and virtual makeovers that allow customers to try products without ever stepping into a store ^[7].

Moreover, data-driven insights are helping brands tailor their offerings to individual preferences, ensuring that Gen Z feels that their unique needs are being met.

While Gen Z shoppers are highly conscious of their budget, they are also willing to spend on products that align with their values or make them feel unique. Affordable luxury brands that offer high-quality products at mid-tier prices are flourishing ^[8]. Brands like The Ordinary and E.L.F. have mastered the art of offering premium formulations at a fraction of the price, appealing to Gen Z’s desire for both value and efficacy ^[9].

Additionally, this generation is savvy when it comes to finding deals and discounts, often leveraging loyalty programs, limited-edition drops, and online sales to make their beauty hauls ^[10].

The rise of DIY beauty is another major trend among Gen Z consumers. From skincare concoctions to homemade haircare treatments, they’re embracing at-home beauty solutions. This trend is driven by their desire to experiment, as well as their preference for customized, one-of-a-kind products ^[11].

Beauty subscription boxes, which offer customizable options based on personal preferences, have also become popular among this generation ^[12]. These subscription services allow Gen Z to discover new products without the commitment, further feeding their appetite for experimentation.