Beauty is one of the biggest and fastest-growing industries of the decade thus far. But as with many other verticals, beauty brands are trying to piece together which trends make Gen Z and Millennials tick. Turns out, the key to younger generations' beauty preferences is skin deep.
In recent years, younger demographics have developed a laser focus on skincare, craving products from cult brands worldwide. In fact, when asked whether they’d rather spend their money on skincare or makeup, 56.9 percent of our audience voted in favor of the former. Furthermore, it appears that when it comes to skincare, microbrands that have dominated social such as Glossier reign supreme, and the less expensive they are, the better.
See, when it comes to items to add to their caboodles, Gen Z and Millennials aren’t looking for anything fancy. According to Beauty Packaging, the leading skincare brands for teens are non-luxury staples such as Neutrogena and Clean & Clear. Even 71.5 percent of Tylt voters believe that pricier skincare products are a waste of cash, 75.8 percent opting instead to spend their money on drugstore options over luxe brand names. They want to keep it simple when it comes to their skin, no bells or whistles involved.
Gen Z and Millennials have skin on the mind even where makeup is concerned. The majority actively look for makeup products that are protective of their skin as much as they are fashionable, housing ingredients such as aloe and SPF. For them, skincare is all about the “self-care.” In fact, much of skincare’s expansion is thanks in part to the growing popularity of self-care, a lifestyle that promotes health via emotional and mental wellbeing, face masks included.
While some may view this ideology as flippant, the numbers speak for themselves: 60.9 percent of Gen Z and Millennials—two generations who are viewed as fast-paced and needing everything stat—are willing to carve out a large portion of their day to partake in the now-famous multi-step Korean skincare regimen (“multi-step” meaning 10 steps or more). This data reflects a generation that’s willing to put in the time now to ensure their bodies are well taken care of for the later, positioning them as more mindful of the future as previously assumed.
Gen Z and Millennials’ love of skincare goes beyond the moisturizers and toners. For them, self-care via skincare is all about the “self-love,” boldly exposing one’s natural look with pride as opposed to covering it up with foundation. Beauty brands should continue to celebrate the skin their consumers are in as opposed to pushing style over substance. Younger consumers will view them as worth the investment, incorporating them into their own beauty regimens for years to come.