Fresh off the press, we’re delighted to unveil Kyra’s newly released Gen Z State of Beauty Report. This insightful report dives deep into the evolving beauty culture of Gen Z, uncovering the latest trends, shopping behaviours, and key influences shaping the future of the beauty industry.
Please see a summary of the report below:
Beauty Ripple TM ​
- Gen Z significantly influences beauty culture, creating trends and driving product innovation. ​
- Their digital-first approach emphasises inclusivity, trust, and authenticity in beauty discovery. ​
- The report aims to provide actionable insights for brands to connect with this audience effectively.
Trend Discovery
- TikTok remains the leading platform for beauty trend discovery, with a slight decline in Instagram’s relevance. ​
- YouTube is experiencing a resurgence for in-depth beauty content, indicating a preference for longer-form videos. ​
- Pinterest’s decline suggests a shift towards more dynamic, personality-driven content. ​
Shopping Habits
- Gen Z’s beauty purchases are hybrid, with 41% online, 45% in-store, and 12% through social commerce.
- They value sensory experiences and are more likely to try products discovered through content. ​
- Social commerce is growing, driven by trust in creators’ recommendations. ​
True Influence ​
- Experts (36%) and relatable influencers (30%) hold the most sway over Gen Z’s beauty choices. ​
- Authenticity and knowledge-backed recommendations are prioritised over celebrity endorsements.
- Relatable influencers are more effective than traditional aspirational figures.
Branded Content
- Reviews (35%) are the most authentic content format for Gen Z, followed by GRWM and tutorials (15% each).
- Unboxings are less prioritised, while challenges are no longer effective.
- Brands should focus on genuine, unscripted content to build trust.
Knowledge-Spend Connection ​
- Gen Z’s beauty expertise is highest in skincare (36%), followed by haircare (15%) and wellness (15%). ​
- Their spending correlates with knowledge; they invest more in categories they understand. ​
- Skincare remains the top category for spending, with a growing interest in wellness and fragrance. ​
Retailers
- Amazon and Ulta are top retailers for Gen Z, prioritising convenience and competitive pricing. ​
- Price is the primary driver for retailer choice (64%), with loyalty programs having little impact.
- Gen Z is willing to switch brands for better deals. ​
What Matters Most ​
- Inclusivity (43%) is the top priority for Gen Z, followed by sustainability (19%) and personalisation (15%). ​
- Sustainability is important but not a primary purchase driver; brands must prove its value. ​
- Authenticity and community engagement are crucial for connecting with this generation. ​
Wellness
- 80% of Gen Z takes 1-6 supplements daily, with multivitamins being the most common. ​
- Creators significantly influence wellness product purchases, with 36% buying after discovering through influencers. ​
- Subscription models are effective for driving long-term wellness product engagement.​
Haircare
- Gen Z prioritises hair health and protection, with 67% purchasing based on individual hair needs. ​
- Leave-in conditioners are essential, with 22% adopting them recently.
- Brands should focus on education around hair care solutions. ​
Hygiene
- 36% of Gen Z rarely switches hygiene brands, indicating strong loyalty. ​
- Effectiveness (48%) is the top reason for switching brands, while innovation is less important.
- Brands must emphasize product performance to retain Gen Z consumers. ​
Bodycare
- 74% of Gen Z has a dedicated bodycare routine, with personal skin needs driving purchases (57%). ​
- Cleansing and hydration are key focuses, with body wash and lotion being top products. ​
- The “skinification” trend is influencing bodycare product development. ​
Skincare
- 74% have a morning and 75% an evening skincare routine, emphasising self-care and emotional well-being. ​
- Friends and creators equally influence skincare purchases, with celebrities having minimal impact. ​
- Moisturisers, cleansers, and exfoliants are the top products Gen Z cannot live without. ​
Luxury Beauty ​
- Quality (56%) is the primary association with luxury beauty, while exclusivity is not a significant factor. ​
- Proven efficacy (45%) drives luxury beauty purchases, with word-of-mouth recommendations being crucial. ​
- Brands should focus on performance and user testimonials to appeal to Gen Z. ​
Fragrance
- 49% of Gen Z purchases fragrance without testing, influenced by online education and creator content. ​
- Longevity is a key factor in fragrance purchases, with 97% owning multiple scents.​
- Floral and gourmand fragrances are the most popular among this generation. ​
Makeup
- Makeup purchases are driven by trends (37%) and performance (38%), with creators influencing decisions more than friends. ​
- Gen Z is willing to try new products, with lip balm and mascara being top essentials. ​
- Brands should focus on performance and trend alignment to capture Gen Z’s attention. ​
Final Note
- The report emphasises the importance of understanding Gen Z’s values and preferences in beauty marketing. ​
- Brands should leverage creator partnerships, prioritise education, and maintain consistent engagement across platforms.
- Collaboration between online and in-store strategies is essential for success in reaching Gen Z consumers.
