3 Key Needs Gen-Z is Searching for in the Beauty Industry

The beauty & skincare industry is both rapidly changing and growing. Generation Z (born between 1997-2012) are the leaders of this shift. Their preferences and inspiration within the space are requiring marketers to be proactive and alter their efforts to align with expectations of this group with rising purchasing power.

90% Friends and/or Family Recommendations 80% Post on Social Media 80% Product Reviews 90% Retail Website (sephora.com, target.com, etc.) 40% TV or Radio Ad 80% Dermatologist Recommendation 50% See/Hear while Streaming 60% In-Store Display 80% Online Search 80% Social Media Influencers

Source: KYRA Report, May - June 2021 across the US and UK with 3,500 Gen Z respondents

Consumers Expect Authenticity

Gen-Z values authenticity and expects to form a connection by aligning their values to those of their favorite brands. Activism, diversity & inclusion efforts, honest reviews from content creators, and meaningful partnerships feed into this category.

27% of respondents have actively purchased a beauty product in the last six months because of its sustainable initiatives
, with the environment and social justice ranking at the top of the list.

Online reviews are the most influential on Gen Z’s purchase decisions. Gen Z ranks as the most open-minded generation with more than 67% of respondents welcoming content from beauty influencers who are of a different gender identity than their own.

Gen Z are more likely to add a new skincare and cosmetics product to their collection based on a recommendation from a TikTok influencer. When asked where they turn to for online beauty content and information, Gen Z ranked YouTube first, TikTok second, and Instagram third.

What would you like to see from skincare brands on social media?

60% How I Can Achieve Clearer Skin 50% Product Tutorials 60% Before & After Imagery 100% How I Can Have Healthier Skin 70% Information About Ingredients 90% Realness & Transparency 70% Sales & Discounts on Products

Source: KYRA Report, May - June 2021 across the US and UK with 3,500 Gen Z respondents

Skincare is a Part of Overall Health

The belief that “everyone deserves to be cared for” directly translates over to skincare for Gen-Z. Trends like skinimilism (a simplistic approach to routines) are increasing throughout the industry.

More than half (56%) of Gen-Z consumers indicate they’re more focused on skincare now than they were before the pandemic.

There is a focus on natural ingredients, and while they want to feel good about themselves, they care about their physical health more over appearance.

More than four in 10 Gen Zers (41%) polled put skincare as their top beauty category the biggest consideration when shopping for beauty products was “natural, non-toxic ingredients". Gen Z were also more inclined to buy cruelty-free and vegan products than their older counterparts.

According to a
report from Fior
Markets, the global
beauty and personal care
products market was $493
billion in 2018. By 2026,
it’s expected to reach
$756 billion.

use products a few times a week
Use products daily
How often do you use skincare products?
Does your skincare make you feel more confident?

Prioritize the Experience of Beauty

Skincare and makeup industries are now prioritizing experience, allowing consumers to play and create an emotional response to them.

57% of consumers say they had never tried more than 25% of the beauty products they bought online in 2020, showcasing a large amount of first-time shoppers.

45% associate beauty with "being confident" and yet "respectful of sustainability." They are truly not afraid to mix and match, especially as unique self-expression is so important to them. They think about their mood and how they feel, and ultimately expect a sensorial experience from their products as well (scent, texture, color).

Your Brand's Next Step

Consumer behaviors change rapidly, but that doesn't mean your brand needs to fall behind. Guided by social listening and market research, check in with your team and discuss the interests and concerns influencing your audience. By proactively adapting your marketing plan to suit their needs, it's possible to stay relevant—and have the sales figures to back it up.

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