While it is commonly acknowledged that the rise of social media (and Kylie Jenner) has significantly contributed to the boom in lip fillers and contouring, a study has proven that Generation Z and Millennials are redefining the beauty industry.
Conducted by Beautycon Media the study — called FOMO — found that the younger generations (dubbed ‘pivotols’) use “beauty products as a means to challenge outdated standards and define individuality; beauty has shifted from a category of consumer products to a complete cultural movement.”
Beautycon CEO and co-founder Moj Mahdara said of the findings: “Although we're interfacing with one of the most tech-savvy groups of American consumers in our history, it’s interesting to witness how they are also having a profound human impact on the rest of us.
“Words that once defined cultural outliers or ‘unconventional’ people – for example, mixed race, asexual or different-abled – the majority of pivotals we surveyed apply to themselves with great pride.
“They can also be more than one thing, which in turn impacts what beauty products they buy, how they use it, and how they inform others about what they’ve embraced. Rather than blending in, Pivotals want to use beauty products as a way of breaking out of conformity and achieving meaningful connection with others.
“Social media beauty influencers has blossomed from a small group of young people putting how-to videos and images on social media platforms such as YouTube, Instagram, and Snapchat, into a full-on community, some would even say, a movement, which embraces diversity and timely cultural issues.”
