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Beauty Trends For Gen Z
From brightly colored hair to “se-up” makeup, brands and influencers are helping fuel many new beauty trends that could impact the industry—but Millennial and Gen Z women want What to try?
Every Makeup Trend To Keep An Eye Out For This Summer
Knowledge of new beauty trends is prevalent online and on social media, where products, looks and brands can appear quickly. Just last Friday, we wrote about the women in make-up taking over Instagram feeds with their #skintertaiment. The hashtag highlights Korean face masks that are still available, which can vary from thin, yellow veils, to gold masks, and even animal faces. One @insiderbeauty post describing rubber face masks under the hashtag has over 500,000 views. K-beauty is a trend that has “exploded in popularity,” and is expected to reach $13.1 billion by 2020, according to Euromonitor.
But as we’ve already shown, the beauty thing happening online doesn’t mean Millennial and Gen Z women are rushing to try it IRL. So what beauty trends do they want to try? Our latest Topline report and research data (available to Gold subscribers today) dives deeper into young consumers’ attention and choice of beauty products, behavior and buy-from-where they shop. products to what they think about advertising. But we had the opportunity to ask 13-34 year olds how interested they are in some of the current beauty trends, including natural products, light colored hair, activated charcoal products , face masks, Korean beauty products, and more. Here’s a rundown of the latest trends, and how many people like to try each:
Natural beauty products are at the top of the list of beauty trends that Millennial and Gen Z women are interested in trying, with nearly half saying they would. Two methods related to the natural composition of the craze, activated charcoal products and essential oils, are in second and third place. We were not too surprised by the interest compared to the beauty of nature. We’ve written about how the beauty industry is growing exponentially from consumer demand for natural products. Arecent Harris Poll reports that young women want “clean, green beauty,” and 73% of women ages 18-34 want clean, natural beauty products. Rackedreports that natural beauty is a group of young consumers “clearly hungry,” with revenues expected to exceed $13 billion in 2018. Brands are quick to jump on board. While the overall American beauty market grew by 2% last year, the natural sector grew by 7%, and is still growing. Indie brands have started the revolution, but supermarkets and drugstores are catching on, and everyone from Ulta to CVS is stocking active skin. Consumers are willing to triple the price of products, making money they don’t have in their lives.
“No makeup” is the norm in the fourth place—and we’ve seen indie brands disrupt the industry to sell these clean, unobtainable products to young women. Glossier has long been a leader in that space, and the brand’s “anti-makeup” Milk has inspired the next batch. Now the brand wants to increase the number of their stores in new markets where they can target new customers who want a casual look.
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But how do these trends hold up when comparing young women, older women, and older Millennial women? Let’s take a look:
When we compare the three groups of young women, it is clear that the interest in certain methods is higher among certain demos. Young women are really interested in trying natural ingredients, as well as makeup you can wear to the gym, lip masks (a la Emma Stone’s viral Golden Globe Instagram) and colorful makeup. This last trend is consistent with findings that Gen Z is more likely to like bold and trendy styles that help them stand out and feel like individuals.
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How To Tell A Millennial From Gen Z By Their Make Up
Angle down sign/ A sign in the shape of an angle pointing down. Rachel O’Cool makes subtle changes to her makeup to take it from 2016 to 2023. Rachel O’Cool/TikTok
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“Sometimes I do my makeup and realize it’s 2016,” Rachel O’Cool told her 1.1 million followers in a recent video.
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O’Cool, a TikTok makeup artist, actress and content creator, is known on her page for her “Lil Tips” series, where she shares little hacks that her followers can try to improve their makeup. , from contour tricks to false wear. sticks.
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His latest video — which O’Cool tells Insider wasn’t something he originally planned, just something he found himself doing on a whim — shows how anyone can bring her makeup game in 2023. The key, according to O’Cool, is to focus on the center of your face, not the sides.
@rachelocoolmua The caviot of a trend it seems… #2016makeup #2023makeuptrends #makeuptrends #makeuptutorial ♬ original sound – Rachel OCool
Gen Z Make Up Trends
Back in 2016, brows and contouring dominated the YouTube and Instagram beauty scene, but now, more natural brows and contouring are in style.
“I’ve been on beauty YouTube since 2010 when it started, so you can see the trends and how one beauty grows,” O’Cool – who says she considers herself the ‘cusp’ of Gen Z and millennials – told Insider. “I remember the eyebrows, the full face, I remember when people used the same image of Kim Kardashian to influence their contour.”
As for other colors that O’Cool has noticed, she recommends sticking to your skin tone when it comes to concealing, and not just going for the same yellow or warm colors that most people do. attractive.
“My whole mission as a makeup artist is: Do what looks good on you and how your face is,” she said.
How Gen Z Is Changing The Face Of Modern Beauty
O’Cool joins a growing trend on TikTok where creators talk about millennials and Gen Z’s different ways to part their hair, wear jeans and even take photos. But as always, O’Cool says in his video that this is all just for fun.
“There are two truths about trends – it’s fun to follow and it’s fun to hate five years later,” she says in her video. Young beauty enthusiasts want to go beyond the beauty industry to than previous generations. Consumers between the ages of 13 and 34 – from Gen Z and millennials – want more transparency, including authenticity from beauty retailers and retailers.
They have good reason to want to – as the largest and most diverse generation in history, Gen Z has the biggest spending power, to the tune of $44 billion. Gen Zers are spending more on cosmetics than their Gen X parents, and they’re looking for products they can’t find at their mothers’ counters. Along with millennials, they tend to take selfies and post on social media and tend to pay attention to the way they look, so when it comes to their beauty shopping experience they want great products the most. But, their desires don’t stop at smudge-free eyeliner or cruelty-free shampoo.
A recent study by Viacom’s Marketing and Partner Insights team explains how millennials and Gen Z are also driving change in the industry. Technology is at the center of big changes in beauty thanks to this mobile-savvy group. A variety of beauty counter is also on the list of needs of adults. Marketers work to give them what they want.
Infographic: Who Is The Generation Z Beauty Consumer?
Today’s young adults also have no independence. So, for them, beauty is about personal freedom, authenticity, and diversity. A Viacom study found that 8 in 10 Gen Z and millennials said “being you” is the phrase that best fits their definition of beauty, but they don’t want to be, they want to they are the best.
So, when it comes to their beauty shopping experience young people expect product authenticity, they want retailers to see them as unique people. In an interview with Coveteur, Beautycon CEO Moj Mahdara explained, “Before the YouTube generation and Generation Z, I don’t know who a girl would look at and think, ‘He looks like me or ‘I have community, Have someone to talk to.’
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