Beauty: What do Gen Zs want in beauty? Cool brands, personal expression and inclusivity
- InsightTrendsWorld
- Apr 6
- 8 min read
Why the Topic is Trending:
Personal Expression and Individuality: Gen Z consumers are increasingly gravitating toward beauty brands that allow for personal expression and individuality, rather than adhering to traditional beauty ideals. This shift is reshaping the beauty industry, with younger generations seeking brands that align with their unique identities and diverse needs.
Cool, Trendy Brands: Brands like Glossier, Rhode, and Fenty Beauty are favored by Gen Z for their "cool" image and modern approach to beauty, setting them apart from legacy brands that are seen as more traditional.
Inclusivity and Representation: Gen Z consumers highly value inclusivity, and they are drawn to brands that reflect their diverse identities, particularly those that embrace diversity in race, body types, and gender. Fenty Beauty, in particular, has been praised for its commitment to representing Black and underrepresented communities.
Social Media Influence: Platforms like Instagram and TikTok have played a significant role in Gen Z's beauty choices, driving trends and creating a sense of community around beauty products that emphasize self-expression and inclusivity.
Overview:
Gen Z’s approach to beauty is defined by an emphasis on personal expression, inclusivity, and a preference for cool, trendy brands over traditional ones. Beauty brands that focus on individuality, representation, and social engagement have captured the attention of this demographic. Brands like Glossier, Rhode, and Fenty Beauty resonate with Gen Z because they promote values such as diversity, self-expression, and empowerment, which are core principles for this generation.
Detailed Findings:
Cool Brands for Gen Z:
Glossier has become a favorite among Gen Z due to its “cooler” image compared to traditional French beauty brands. It offers a more minimalist, natural beauty approach that aligns with younger consumers' desire for authenticity and self-expression.
Other trendy brands like Rhode (founded by Hailey Bieber) and Fenty Beauty (founded by Rihanna) are also favorites, with Fenty Beauty particularly praised for its inclusivity, offering products suitable for a wide range of skin tones.
The Importance of Representation:
Gen Z consumers, such as Dorothee Thiam, value representation in beauty products. They are drawn to brands that engage with diverse communities and reflect their own identities, including race and ethnicity. For example, Fenty Beauty's wide range of foundation shades has been pivotal in attracting Gen Z, as it allows them to see themselves reflected in the brand.
Inclusivity is key: Gen Z doesn’t just want to see people who look like them in advertisements but also in the products themselves, ensuring that the products work for their unique skin tones and types.
Self-Expression and Individuality:
Gen Z sees beauty as a tool for self-expression, and brands that embrace this idea tend to be the most popular. This generation is more interested in products that allow them to express their personality, lifestyle, and unique beauty ideals, rather than conforming to traditional standards.
Glossier embodies this ethos by encouraging customers to embrace their natural beauty, offering products that enhance rather than mask features. The brand’s focus on personalization, such as its ability to create a custom fragrance with AI-generated poetry at its pop-ups, further solidifies its appeal to Gen Z's desire for individuality.
Social Media Influence:
Social media platforms, especially Instagram and TikTok, are pivotal in shaping Gen Z’s beauty preferences. Gen Z beauty influencers play a major role in spreading the popularity of these brands, creating viral content that highlights how products can enhance personal style and reflect individuality.
The Fenty Beauty hashtag alone has millions of posts on Instagram, showcasing the power of social media in fostering brand engagement.
Global Appeal of American Beauty Brands:
American beauty brands, especially those with inclusive and trend-focused messaging, are particularly appealing to global Gen Z consumers. Even in countries like France, which has a deep-rooted tradition of luxury cosmetics, American brands like Glossier are making a significant impact. Glossier's pop-up shops in Paris have attracted young, enthusiastic consumers, despite the country's strong domestic beauty industry.
Key Takeaway:
Gen Z’s beauty preferences are rooted in individuality, inclusivity, and a preference for cool, modern brands that align with their values. They are increasingly turning to brands that offer products reflecting their diverse identities and that allow for self-expression. Social media is a major driver of this trend, making beauty products more accessible and engaging for this generation.
Main Trend:
Personal Expression and Inclusivity in Beauty
Description: Gen Z is driving a shift in the beauty industry toward brands that promote individuality, self-expression, and inclusivity. Beauty products are no longer just about enhancing appearance but are also seen as a tool for expressing personal identity.
Description of the Trend:
Personalized and Inclusive Beauty: Gen Z consumers are looking for beauty brands that reflect their diverse identities and offer products that allow for self-expression. This generation values inclusivity in beauty, seeking products that cater to all skin tones, types, and personal styles.
Consumer Motivation:
Desire for Self-Expression: Gen Z is motivated by the desire to express their individuality and embrace their unique beauty without conforming to traditional ideals.
Inclusivity: They prioritize brands that make them feel seen and represented, valuing diversity in both product offerings and brand messaging.
Cool, Trendy Image: Gen Z gravitates toward brands with a modern, "cool" image, often driven by influencers and social media content.
What is Driving the Trend?
Social Media Influence: Platforms like TikTok and Instagram are amplifying the popularity of beauty brands that cater to individuality and inclusivity.
Desire for Representation: Gen Z's demand for diversity in beauty products is a key factor driving the success of brands like Fenty Beauty, which has set a new standard for inclusive beauty.
Personalization: The ability to personalize products, like fragrances or makeup, appeals to Gen Z’s desire for self-expression and uniqueness.
Motivation Beyond the Trend:
Empowerment and Confidence: By embracing individuality and inclusivity, Gen Z consumers feel empowered and more confident in their beauty choices.
Cultural Shifts: The demand for self-expression in beauty is part of broader cultural shifts where young people are seeking authenticity and rejecting traditional beauty standards.
Description of Consumers the Article is Referring To:
Age: Primarily 16-25 years old (Gen Z)
Gender: Both male and female, though the trend is particularly noticeable among young women.
Income: Mostly middle to upper-middle-class consumers, with disposable income for premium and trendy beauty products.
Lifestyle: Social media-savvy, health-conscious, and deeply invested in personal identity and self-expression.
Conclusions:
Gen Z's approach to beauty is reshaping the industry, moving away from traditional beauty standards to a more inclusive and personalized experience. This generation favors brands that reflect their identities and offer products that allow for self-expression. Social media continues to drive beauty trends, amplifying the voices of influencers and making beauty more accessible and diverse.
Implications for Brands:
Embrace Inclusivity: Brands must prioritize diversity and inclusivity, ensuring that products cater to a wide range of skin tones and types.
Focus on Personalization: Offering products that allow for individual expression will resonate with Gen Z’s desire for uniqueness.
Leverage Social Media: Beauty brands should engage with social media platforms to connect with Gen Z, using influencers and user-generated content to build brand awareness.
Implications for Society:
Cultural Shift in Beauty Standards: Gen Z's embrace of inclusivity and individuality in beauty challenges traditional standards, promoting a more diverse and open approach to beauty.
Greater Representation: The trend is encouraging more brands to reflect the diverse identities of their consumers, contributing to broader societal changes in how beauty is defined and celebrated.
Implications for Consumers:
More Choices and Representation: Consumers will have access to a broader range of products that reflect their personal identities and needs, empowering them to embrace their uniqueness.
Increased Self-Expression: Beauty becomes a tool for personal expression, allowing consumers to feel more confident and authentic in their appearance.
Implication for Future:
Sustainability and Conscious Consumerism: As Gen Z continues to prioritize brands that reflect their values, there may be a growing demand for sustainable, ethical beauty products alongside inclusivity and personalization.
Consumer Trend:
Name: Inclusive and Personalized Beauty
Detailed Description: Gen Z’s preference for beauty products that embrace individuality and inclusivity, reflecting diverse identities and allowing for self-expression.
Consumer Sub Trend:
Name: Social Media-Driven Beauty
Detailed Description: The increasing influence of social media platforms in shaping beauty preferences, where trends and product popularity are often driven by influencers and viral content.
Big Social Trend:
Name: Cultural Shift Toward Authenticity
Detailed Description: A broader cultural shift towards authenticity and self-expression, where Gen Z is rejecting traditional beauty norms in favor of more inclusive and personalized approaches.
Worldwide Social Trend:
Name: Generation Z's Influence on Beauty
Detailed Description: Gen Z is shaping global beauty trends, pushing for more diverse, inclusive, and individualized beauty experiences that reflect their unique identities.
Social Drive:
Name: Self-Expression and Empowerment
Detailed Description: Gen Z’s motivation to express their unique identities and feel empowered in their beauty choices, rejecting traditional beauty standards in favor of inclusivity and personalization.
Learnings for Brands to Use in 2025:
Prioritize Diversity and Personalization: Offer products that cater to diverse consumers and allow for self-expression, ensuring that everyone can see themselves in the brand.
Leverage Social Media for Engagement: Continue using social media platforms to engage with Gen Z, building a community around inclusivity and personalization.
Strategy Recommendations for Brands to Follow in 2025:
Develop Inclusive and Customizable Products: Offer a wide range of products that cater to diverse skin tones, types, and personal styles, including customizable options.
Engage with Influencers: Partner with influencers who align with Gen Z’s values of authenticity and individuality to create engaging and relatable content.
Final Sentence:
Gen Z's approach to beauty is reshaping the industry, driven by a desire for inclusivity, self-expression, and personalization, with social media playing a pivotal role in amplifying these trends.
What Brands & Companies Should Do in 2025 to Benefit from Trend and How to Do It:
Focus on Inclusivity and Personalization: Brands should create beauty products that cater to diverse needs and allow consumers to express their individuality.
Use Social Media to Build Communities: Brands should actively engage with Gen Z on social media platforms, creating content that celebrates inclusivity and diversity while encouraging self-expression.
Final Note: Core Trend
Core Trend: Inclusive and Personalized Beauty
Detailed Description: Gen Z’s preference for beauty products that reflect individuality, diversity, and inclusivity, driving the need for brands to embrace these values.
Core Strategy
Core Strategy: Embrace Individuality and Diversity
Detailed Description: Brands should prioritize diversity in their products and marketing, creating a more inclusive and personalized beauty experience for consumers.
Core Industry Trend
Core Industry Trend: Social Media-Driven Beauty Trends
Detailed Description: Social media platforms play a central role in shaping beauty trends, influencing Gen Z’s beauty choices and pushing brands to be more inclusive and representative.
Core Consumer Motivation
Core Consumer Motivation: Self-Expression and Representation
Detailed Description: Gen Z is motivated by the desire to express their unique identities and see themselves reflected in the brands they support, leading to a demand for more personalized and inclusive beauty products.
Final Conclusion:
Gen Z is reshaping the beauty industry, with a clear demand for inclusive, personalized products that reflect their diverse identities and values. Brands that embrace these principles and engage with their consumers through social media will thrive in this evolving market.
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