Cosmetics Business reveals key Gen Z beauty trends in new report

By Jo Allen | Published: 14-Sep-2021

From shaping the way brands develop products to how they market them, Gen Z is becoming beauty's most disruptive generation. This report reveals how beauty brands can adapt to, and reach these consumers

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Report introduction: At a glance

What's in this report?


Top 5 trends:

1. Categories of disruption

2. Winning on TikTok

3. Mental health support

4. Accessible luxury

5. Next level co-creation

Country highlights


Key challenges addressed

Accounting for a third of the global population, Gen Z, 9-24 year olds (born between 1997-2012), has surpassed millennials as the largest generation, and they are grabbing a larger share of the attention of beauty brands too.

Over the past year, Gen Z has become almost an obsession for the beauty industry, and with good reason. In 2020, it was the only generation to drive growth in beauty sales in the UK, according to Kantar. And data from Klarna shows that Gen Z consumers also spend more on skin care than any other age group.

70% of Gen Z beauty shoppers are ‘beauty enthusiasts’ who are ‘always seaching for the next best beauty products and brands’ according to PowerReviews’ Changing Face of the Beauty Shopper study. Moreover, with their strong sense of identity and cause-driven values, they are intentionally driving change within the beauty industry.

Gen Z beauty purchasing behaviours

Source: ¹ Kyra Media; ² Klarna; ³ The Pull Agency

Source: ¹ Kyra Media; ² Klarna; ³ The Pull Agency

Gen Zers are making their voices heard: 40% of Gen Z say that diversity and inclusion is the most important brand value to them when shopping for beauty products, according to Klarna.

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