“Keep your eye on Gen Z. They don’t just know what they want; they know who to listen to and what to purchase and are unafraid to test, learn, and instigate informed change when it comes to Beauty.
Exploring Gen Z’s dynamic relationship with skincare, their thirst for deeper makeup knowledge, the evolving exploration of hair care, and the assertive presence of fragrance in their considerations, this year’s Kyra State of Beauty report reveals a generation that has unmistakably matured in their connection with Beauty & Wellness.
They’re no longer finding their feet, they’ve stepped into their power.
For Gen Z today, Beauty is a personal statement. A reflection of how they feel and how they want to be perceived in both physical and digital realms. They welcome influence but demand it in their language and on their terms. Their brand loyalty might look different from generations before them, but their commitment to results is unwavering.
We’re witnessing the evolution of Gen Z from a new consumer with enticing influence and growing economic power into the defining pulse of global Beauty popular culture.
Stay tuned; the heartbeat is getting louder.”
Marina Mansour, Vice President, Beauty & Wellness, KYRA
