Gen-Z’s Bold Beauty Evolution

While struggling with depression & low self-confidence a few years ago, Kairavi Bharat Ram, a 25-year-old scion, stumbled upon the world of beauty. She found solace in watching makeup videos on YouTube by American Beauty Gurus like Tati Westbrook and Manny MUA, but their makeup tutorials gave her an otherwise gloomy outlook. This was a watershed moment for her as she decided to create her makeup videos, where she celebrated her best features.

Gen-Z's Bold Beauty Evolution

Kairavi Bharat Ram, founder of Typsy Beauty 

In her words, “I felt that products were not differentiated here; they didn’t have fun concepts, a stark identity, and they also lacked quality. That’s when my dream to start a brand was born.” 

She wanted to create a brand that was fun, exciting, and of an excellent quality that could solve every individual’s problem. With Typsy Beauty, she brought her dream to reality, which epitomised ‘unapologetically you.’ She describes her brand, which stands for quality, innovation, authenticity, and inclusivity on every level. She collaborated with various labs that worked with international brands like Huda Beauty, Fenty, and Rare Beauty in Italy, Korea, and other countries to ensure her brand delivered quality products. Speaking about her partnership with labs with the team Elle India, she said, “We worked closely with the labs to ensure that the formulation, colour range, and packaging are designed to suit Indian weather and our diverse range of skin tones.” 

Ananya Kapur, a 24-year-old Delhi-based girl, created a brand that gives Gen-Z generation semi-customized makeup solutions that also functions as skincare. Her love for makeup fueled her entrepreneurial fire to build a brand – Type Beauty. During the COVID-19 lockdown, she utilised time, explored the concept of remedial beauty, and created formulas from her kitchen. The first product in her kitchen was a persuasive-free blue-coloured gel-based moisturiser, which she distributed among her family members and friends. After getting a pat on her back for the product, in 2021, she launched her own brand, Type Beauty, a skincare-infused, vegan, and cruelty-free makeup brand that caters to all beauty-enthusiasts in their 20s and 30s. 

Ananya Kapur, founder

Ananya Kapur, founder of Type Beauty

Talking about the societal beauty standards with Elle India, she said, “In just a decade, the beauty industry has transitioned from creating products that could pose potential harm to skincare-centric beauty,’ Type Beauty aims to help people break from societal beauty standards, and embrace their unique type.” 

From DIY fashion to buying beauty products, the present beauty fashion is being galvanised by Gen-Z. The social media-savvy Gen-Z generation constantly challenges the traditional ideology of beauty, which brands perpetuate. These young women are questioning the cultural norms and what it means to be “beautiful.” By building homegrown beauty brands, these women target India’s booming beauty industry, valued at $15.6 billion in 2022 and estimated to reach $17.4 billion by 2025, per Euromonitor. 

As per McKinsey’s report, the Gen Z generation is always seeking to experiment and express themselves via beauty brands that are inclusive, effective, and tailored to their lifestyle and individual needs. In fact, in the present beauty market, Gen Z not only opts for products that help them redefine their features without hampering the natural look, but they also avoid the products or ingredients that harm the environment and seek out 100% natural and cruelty-free products. 

Meghna Kaurani, a 24-year-old, created a brand ‘Necessary’ to perpetuate the idea of cruelty-free products. She describes her brand as an ‘honest skincare brand,’ merging the benefits of science and Ayurveda. In her words, “Our formulas are simple, considered, and effective, and our ingredients are sourced locally to reduce carbon footprint.”

From skincare to quality makeup

From skincare to quality makeup, Gen-Z actively opts for brands that prioritise eco-friendly practices and transparent sourcing. As per an ESW Study, nearly 60% of Gen Z only buy eco-friendly brands and spend more because the product is sustainable and has sustainable packaging. The shift from traditional beauty to modern has led to homegrown brands emphasising natural and sustainable ingredients, catering to the growing demand for eco-conscious beauty products. Seeing these inspiring Gen Z women in the beauty industry, we can say that the beauty industry’s future is bright. 

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