According to new research from Gen Z media company, Kyra Media, it seems Gen Z’s consumers’ number one priority is their skincare routine.
“The study offers a snapshot of Gen Z attitudes toward all things beauty,” the report states. “Expected to reach $436m by 2027, global beauty is big business And Gen Z is fueling its rapid growth. Kyra Media developed the study to uncover how Gen Z engages with the world of beauty, and more importantly, what matters to them when it comes to beauty products and brands.”
So why are they more focused on skincare in particular? After the pandemic, it seems Gen Z started to view skincare as an essential part of their self-care regimen. They are now super clued up, diligently seeking active ingredients that are suited to their specific skin needs, and hyper-aware of how these needs evolve and change over time. From a product perspective, this category has also changed hugely over the last two years.
The top skincare brands used most regularly among Gen Z were CeraVe, Neutrogena, Olay, Dove, NIVEA, and Clean & Clear, among others. The skincare essentials Gen Z couldn’t go without included cleansers, moisturisers, face masks, SPF and toners.
For both skincare and cosmetics, TikTok was found to be the most popular platform for Gen Z consumers seeking recommendations, followed by YouTube and Instagram. More than 67% of the 3,500 study participants also said they look to influencers for inspiration.
Additionally, increased exposure to viral trends, beauty hacks and skincare insights (through TikTok content in particular) has seen Gen-Z consistently push boundaries and innovate their creativity in the beauty space. Increased skincare awareness has also resulted in skincare factors advising makeup purchased decisions more.
The top five makeup brands used most regularly by Gen Z were Maybelline New York, NYX Professional Makeup, e.l.f., Too Faced and M.A.C. Macara was found to be most important to them, followed by concealer, lip gloss, lip stick and foundation.
For both skincare and makeup, Gen Z’s expect and demand certain standards to be met by brands in terms of production processes. More than any previous generation, aligning with their values is absolutely essential. 50% or more said they find it important for brands to be sustainable, eco-friendly, organic and natural. 53% would stop using a brand if they discovered they tested on animals, and over the last six months, 27% have purchased from a brand due to its sustainability commitments.
As for what’s next for the Gen Z consumer, Kyra Media head of beauty, Marina Mansour, predicts they will continue to educate themselves on ingredients, and will pursue beauty as a creative outlet. With consumers ridding their masks post-pandemic, Mansour also believes we will see “a hell of a lot of lipgloss.”