How to Decode Gen-Z’s Evolving Relationship With Beauty

KEY INSIGHTS:

1. Gen-Z is more loyal than many brands think. Even as they desire to try new products, nearly 60 percent are willing to keep buying from their favourite brands, according to McKinsey’s 2023 global consumer survey.
2. Nearly 40 percent of Gen-Z consumers prefer gender-neutral beauty products, compared to around 30 percent of older generations, the survey also found.
3. Brands like The Ordinary, Bubble Skincare and E.l.f. have become Gen-Z favourites due to transparent, affordable pricing strategies and authentic community-building, among other factors.

Check out the State of Beauty studies in the reports & studies section to learn more.