When it comes to the beauty and personal care industry, a seismic shift is underway. Teens and young adults of Generation Z are driving unprecedented growth, transforming beauty routines into a global cultural phenomenon. Valued at approximately $550 billion in 2023, the worldwide market is on track for a compound annual growth rate (CAGR) of up to 7.7% through 2030. At the forefront of this surge? Social media, self-expression, and a generation unafraid to redefine beauty standards.
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“Glow Up” Generation
For Gen Z, looking good isn’t just a personal endeavour; it’s a shared experience. Platforms like TikTok, Instagram, and YouTube have become hubs for teenagers as young as 13 to share their skincare routines, makeup tutorials, and product recommendations. User-generated content reigns supreme, with influencers and everyday users alike driving trends and shaping purchasing decisions.
Video filters and curated feeds have normalised the pursuit of “perfection,” propelling beauty and personal care into the spotlight. While this obsession with appearance raises concerns—like teenagers worrying about wrinkles—there’s no denying its impact on consumer behaviour. The McKinsey & Co. survey conducted last year revealed that American Gen Zers plan to splurge on beauty products, prioritising self-care and aesthetic enhancement.
Turning Strategy into Gold
One of the standout success stories amidst this generational beauty boom is Sephora. In 2020, as the Covid-19 pandemic disrupted traditional retail, Sephora partnered with Kohl’s to create store-in-store experiences. The move was a masterstroke, blending Sephora’s premium appeal with Kohl’s accessibility.
Fast forward to 2023, and more than 1,000 Kohl’s locations now house Sephora sections. The results? Sales soaring to $1.4 billion in 2023, with projections of $2 billion by 2025. London-based retail forecasting service Pass_by reports a 20% rise in Sephora store visits by Gen Z shoppers, proving the brand’s resonance with the demographic.
Men are Embracing Beauty
Beauty isn’t just for women anymore. Gen Z men, particularly in Asia, are breaking stereotypes and contributing to the sector’s growth. A McKinsey & Co. report highlights that a third of Asian men regularly use makeup, compared to 10% in Europe and just 5% in the United States.
This trend reflects a broader shift towards inclusivity in beauty. Gen Z’s open-mindedness has paved the way for brands to diversify their offerings, promoting products that appeal to all genders. From skincare essentials to gender-neutral makeup lines, brands are stepping up to meet this demand.
Authenticity is King
But capturing Gen Z’s loyalty isn’t as simple as slapping a trendy label on a product. As McKinsey senior partner Kristi Weaver points out, brands must establish “meaningful, authentic, and collaborative connections” with their consumers. This generation craves transparency, social responsibility, and a sense of community from the brands they support.
Sephora, for example, has thrived by aligning its marketing with Gen Z values. The brand champions diversity, sustainability, and inclusivity, resonating with consumers who prioritise ethical considerations. Other brands are following suit, incorporating these principles into their strategies to stay competitive.
Why Gen Z’s Beauty Obsession Matters
Gen Z’s influence extends far beyond their spending power. Their emphasis on self-expression and individuality is reshaping societal beauty standards. Skincare brands, for instance, are now prioritising prevention and maintenance, responding to the younger generation’s obsession with preserving youthful skin.
Meanwhile, brands are turning to technology to engage with this digital-native audience. Augmented reality (AR) try-on tools, AI-driven personalised product recommendations, and influencer partnerships are becoming the norm. These innovations cater to Gen Z’s desire for convenience and customisation, enhancing their shopping experience.
Adapting to a Dynamic Market
The beauty and personal care industry is thriving, but brands can’t afford to rest on their laurels. The competition is fierce, and Gen Z’s tastes are constantly evolving. Companies must remain agile, innovative, and attentive to consumer feedback to maintain relevance.
As the McKinsey report advises, “Beauty leaders must ensure their brands grow and mature alongside Gen Z.” This means not just catering to current trends but anticipating future ones, from embracing clean beauty to investing in digital experiences.
A Generation Redefining Beauty
Gen Z’s impact on the beauty industry is nothing short of revolutionary. Their embrace of self-care, inclusivity, and social media-driven trends has created opportunities for brands willing to listen and adapt.
While challenges like unrealistic beauty standards persist, this generation’s focus on self-expression and innovation offers a blueprint for the future of beauty. For Gen Z, beauty isn’t just skin deep—it’s a form of empowerment, a way to connect, and a canvas for creativity. And as they continue to lead the charge, the industry can only grow brighter.
