Gen Z’s Takeover: How Brands Can Win Over the Most Influential Generation

Generation Z (those born between 1997 and 2012) has become one of the most influential consumer groups. Accounting for 30% of the total population, it has surpassed millennials as the largest generation group. This generation's purchasing power is substantial, with estimates of $140 billion in direct buying power, a figure that expands significantly when considering their influence on family spending.?

With the share of Gen Z’s expected to grow to one-third by 2030, they are grabbing more attention from beauty brands too. Gen Z consumers spend more on skin care than any other age group. Women particularly expect to spend the most on personal-care products and services compared to Gen X-ers and baby boomers.?

Why Does Gen Z Spend So Much on Personal Care?

It is the way of self-expression

For Gen Z, personal care goes beyond simple hygiene or aesthetics. It’s a form of self-expression. Unlike previous generations, Gen Z doesn’t adhere to conventional beauty standards, instead embracing true-selves (opposite from aiming for perfection). They see skincare and personal care as a way to express their identity.?

It is an integral part of their overall well-being

Gen Z has grown up in an era where mental health and emotional wellness are prioritized. They view personal care, particularly skincare, as an essential part of their overall well-being. A study by Euromonitor found that Gen Z links beauty with emotional and physical wellness, seeing it as a means to feel better about themselves, both mentally and physically.?

Influenced by Social Media

The impact of social media cannot be underestimated. Gen Z is deeply immersed in platforms like TikTok and Instagram, where skincare routines and product reviews are widespread. Social influencers play a critical role in shaping beauty habits and product choices for this generation. Viral trends like "skinimalism," where minimalism in skincare is celebrated, are popular, yet this minimalism still involves carefully curated products that reflect Gen Z's desire for authenticity and efficacy.

What does Gen Z look for in beauty brands?

Generation Z is a unique consumer group, and their expectations from beauty brands go beyond traditional marketing and product offerings. To resonate with this generation, brands must align with their values.?

• Authenticity and Transparency Gen Z demands authenticity from the brands they support. They want companies to be honest about their ingredients, sourcing practices, and values. This generation can easily spot inauthentic marketing and is quick to reject brands that appear to be pandering or "greenwashing" without real commitment to sustainability.
• Diversity and Inclusivity Diversity is non-negotiable for Gen Z. A Klarna study revealed that 40% of Gen Z beauty shoppers consider diversity and inclusion as the most important brand value when choosing beauty products. This applies not only to marketing and advertising but also to the products themselves, including shades, textures, and formulations that cater to all skin types, genders, and ethnic backgrounds.?
• Sustainability and Ethical Practices Sustainability is at the heart of Gen Z's purchasing decisions. According to a report by ILG, 46% of Gen Z consumers are willing to pay more for sustainable beauty products. They care deeply about the environmental impact of the brands they support, from packaging and production processes to the treatment of animals.
• Personalization and Innovation Gen Z values personalization in their beauty products. Whether it’s skincare tailored to their individual needs or makeup that matches their unique preferences, Gen Z expects brands to offer customized solutions. This generation is also highly tech-savvy, gravitating towards brands that use innovative technology like AI-driven skin analysis, virtual try-ons, and other digital tools to enhance the customer experience.?
• Clean Beauty and Ingredient Safety Gen Z is part of the “skintellectual” movement—consumers who are highly educated about skincare ingredients and formulations. They look for products that are free from harmful chemicals like parabens, sulfates, and artificial fragrances. The desire for clean beauty has driven significant growth in natural and organic skincare brands.?

How to make your beauty brand attractive to Gen Z?

1. Clearly communicate your brand’s stance on sustainability, diversity, and inclusivity, and demonstrate it through action.
2. Use transparent ingredient lists and outline your ethical practices in sourcing and manufacturing.
3. Use platforms like TikTok to connect with them through authentic content rather than traditional advertising. Partner with micro-influencers and engage in conversations rather than just promotions.
4. Invest in technology that allows Gen Z to customize their beauty experience. This can include AI-based skin assessments, personalized skincare recommendations, or tools that let users virtually try on makeup or skincare products.?
5. Prioritize clean formulations and sustainable packaging, and make it a central part of your brand’s story. Gen Z is willing to spend more on products that align with their ethical values and meet high standards of sustainability.?
6. Gen Z loves to feel part of a community that shares their values. Brands that promote self-expression and encourage their audience to engage in creative, collaborative ways will win Gen Z's loyalty.

Achieving brand loyalty can be particularly challenging when it comes to Gen Z. This generation is highly demanding, values-driven, and keen on exploring new products, making it harder for brands to maintain long-term loyalty.

We at Haut.AI can help beauty brands with one of the key strategies to foster loyalty, and that is providing advanced AI skin assessment tools that offer the level of personalization Gen Z craves. By combining this personalization with innovative technology, brands can truly stand out in the eyes of this tech-savvy group.?