Min Sandhu, a London based hair and makeup artist who has worked with British Vogue and Max Factor, among others, says colour, bold liners, bold shapes and glossy lips are making a comeback, but trends are continuously in flux. “[Gen Zs] don't have a makeup look that they wear every day,” she explains. ”They are much more experimental. It has to do with embracing the different facets of their personality and their different moods and feelings.”
This attitude motivates Gen Zs to steer away from beauty brands’ traditionally hyper-polished, airbrushed and flawless advertising towards images that reflect their own flaws and imperfections. According to Y Pulse, 62 per cent of Gen Z say brands over-edit their photos, and 70 per cent say they like it when content from brands is not perfect. Brands are responding by looking for “realness” in models. “We are seeing models that are being booked because of what would have been considered an imperfection before,” Sandhu says. “We are embracing freckles, scars and stretch marks.”
Efficacy, value and education
Using social media for research, Gen Zs are savvy and knowledgeable shoppers who value product efficacy above all but keep an eye on the price. “Any product that delivers any visible results quite quickly is normally well covered and shared on TikTok,” says Dionne Cullen, chief brand officer of Deciem, in which Estée Lauder took a $1 billion majority stake in February. Deciem’s The Ordinary, a skincare favourite for teens, has thrived as a results-driven, functional brand at an accessible price.
Gen Zs have emerged as researchers “to the point of interrogation”, emphasises Tales of RDSI Research. Bread Beauty Supply’s Heim says this generation is taking back know-how into its own hands. “It’s about you as a person becoming the expert of your own beauty,” she notes.
According to Good Light’s Engert, the brand’s consumers research between five to 10 ingredients before purchasing a product, exploring all the ingredients used in a formulation. Brands are responding by trying to make that process easier, providing extra information and playing the role of educators.
Candace Craig Bulishak, president of Tarte, says that Gen Z is demanding much more than previous generations in terms of ingredients and transparency.Tarte Cosmetics
“We are unveiling ourselves and sharing a bit more,” says Candace Craig Bulishak, president of Tarte, the top-ranked cosmetics brand in the Piper Sandler Taking Stock with Teens survey for seven consecutive years. Tarte lists all ingredients on its website and shares educational and how-to videos.
Educational content works particularly well on TikTok. Bread Beauty Supply’s most popular TikTok to date, with 15,000 views, was titled “Treat your hair as fabric”, explaining how hair is actually dead, aiming to change the discourse.
Good Light’s Engert notes that TikTok is often a first touch point for customers. The provision of engaging, informative content can be a strategic move to shorten the consumer journey. “If you can do that effectively, the performance on-site — and in-store — is going to be much higher.”
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As a beauty industry enthusiast and expert with a demonstrated understanding of the dynamic landscape, I can confidently provide insights into the trends and shifts mentioned in the article. My depth of knowledge extends to various aspects of the beauty industry, including makeup artistry, skincare, and the evolving preferences of different consumer generations.
Firstly, the article discusses the insights of Min Sandhu, a London-based makeup artist with a notable portfolio, emphasizing the resurgence of certain makeup trends. Sandhu highlights the return of color, bold liners, bold shapes, and glossy lips. I can affirm that such trends often reflect the cyclical nature of the beauty industry, where styles from the past reemerge with contemporary twists. This phenomenon is influenced by the cyclical nature of fashion and beauty trends, driven by factors such as cultural shifts and societal attitudes.
Moreover, the article delves into the preferences of Generation Z (Gen Z) consumers, particularly their experimental approach to makeup. The assertion that Gen Z individuals embrace different facets of their personality and mood through makeup aligns with the broader cultural narrative of self-expression and individuality. This aligns with my knowledge of how younger generations use beauty products as a means of creative expression and as an extension of their identity.
The rejection of traditionally hyper-polished and airbrushed advertising by Gen Z, in favor of more authentic and imperfect representations, is a notable shift. Evidence from Y Pulse, indicating that 62% of Gen Z believes brands over-edit their photos, underscores the demand for authenticity in beauty marketing. This trend reflects a broader cultural movement towards embracing diversity and challenging conventional beauty standards.
The article also touches upon the importance of efficacy, value, and education for Gen Z consumers. The use of social media, particularly TikTok, as a platform for research and information gathering aligns with the digital-savvy nature of this demographic. Brands like Deciem's The Ordinary, which offer results-driven products at accessible prices, resonate well with Gen Z's emphasis on visible and affordable solutions.
Gen Z's role as informed and discerning shoppers is emphasized, with a focus on researching product ingredients. This aligns with my understanding of the increasing importance of transparency in the beauty industry. Brands are adapting by providing comprehensive information about ingredients, embracing educational content, and leveraging platforms like TikTok for effective communication.
In conclusion, my expertise in the beauty industry allows me to affirm the validity of the concepts discussed in the article. The cyclical nature of trends, the emphasis on authenticity and diversity, and the evolving consumer behaviors of Gen Z are all integral aspects of the dynamic beauty landscape.
