Despite fighting a recession and struggling to scrimp and save for house deposits, there’s one area Gen Z is still spending in: beauty.
Unlike those before them, buying into brand names and big splurges, Gen Z takes a different approach.
Instead of splashing out on prestige skincare or luxury spa treatments, they are reaching for under-£15 lip oils, mini moisturisers, and coveted collectable limited edition launches that deliver
quick, satisfying wins.
It’s indulgence without the guilt, and it’s reshaping how this generation shops for beauty. Dubbed “little treat culture,” this low-commitment, high-gratification behaviour is booming on TikTok, where mini hauls and vlogs of a quick ‘pop to the shops’ rack up millions of views.
In these posts, beauty products are framed not as necessities but as small, intentional acts of joy.
When everything from rent to groceries feels unaffordable, a £4 sheet mask becomes a small act of rebellion and reward for simply getting by.
This TikTok trend has since spread into the mainstream and completely transformed the shopping habits of young beauty buyers, with Mintel reporting a huge 45% of 18-24-year-olds citing “to treat myself” as a reason for buying beauty or personal care items.
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