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Makeup Gets a Glow Up: Thanks to Gen Z

Discover the current trends and how younger generations are influencing makeup styles, consumer choices, and brand transparency.

TikTok/@marygracetropeano/@summer_milne/@lilyrowland1

Gen Z focuses on individuality and self-expression, which helps them remain mainstream in the beauty industry. Using aesthetics and innovation, Gen Z remains mainstream in the beauty industry.

Gone are the days when people copied celebrities or professional makeup artists.

Due to their multifaceted lives in college, many different types of makeup are trending. The young generation is evolving makeup and setting a new look for the beauty industry.

The digital influence

Gen Z has grown up surrounded by technology, so it’s no surprise that social media and other online platforms are used to showcase beauty trends. Many Gen Z learn how to do makeup using TikTok or find the latest popular products to purchase. Moreover, many beauty influencers use Instagram and YouTube to share their opinions and makeup looks.

“It is on social media where experimentative Gen Z creativity and inspiration flourish. Pairing their innate sense of creativity with digital savviness (sharing makeup creations on YouTube, TikTok, Instagram…), young generations have realized the power makeup has in pushing identity boundaries and expression,” Thinkhouse wrote.

Social media platforms showcase new beauty standards through an exchange of ideas that go beyond traditional norms. Furthermore, social media is a community where individuals can go to support and celebrate individuality.

Gen Z has the power to make a simple tutorial become a viral phenomenon as more and more people join in to try out the look. The virtual community creates a sense of connection where they feel confident to express themselves authentically.

The different looks

College students tend to use light coverage products such as BB creams instead of foundation. They also tend to use neutral eyeshadow and lip colors. However, students love bright colors, graphic eyeliner, and statement lips outside of classes.

@lilyrowland1

Happy to see euphria makeup is back💜👾 #euphoria #makeup

♬ Area Codes – Kaliii

Thinkhouse explores the evolution of makeup from the full coverage influenced by Kim K to makeup being fun again, as seen in TV shows such as Euphoria.

The characters have bright eyeshadows, glitter, and sharp eyeliner, which inspired many Gen Z to explore a more “fluid, boundary-pushing mode of self-expression,” according to Thinkhouse. This change shows how Gen Z is not afraid of experimenting with beauty.

More so, there are so many trends on the rise, such as “Sultry Makeup,” “Doe Eye,” and “Soft Girl.” Each of these trends showcases a unique approach to how Gen Z creates different looks depending on their mood or style.

On TikTok, many girls post “unapproachable” makeup tutorials stating how to make men stay away. However, it also explores the concept of being bold rather than inviting interaction. This trend emphasizes using makeup as a form of personal expression and empowerment.

Skincare before makeup 

Skincare is trending similarly to makeup. Gen Alpha is becoming “Sephora kids” who are seen buying skincare, costing their parents hundreds of dollars. 

This connects to the previous generation since they like skin-focused looks. Many YouTubers showcase skincare before applying makeup. There are skincare routines trending all over social media. This trend is called “skinimalism” where people have a 10-step skincare routine. 

Intentional shopping choices on the rise

The young generations are using makeup to experiment with self-expression. It’s no surprise Gen Z tends to splurge on beauty products online.

A 2020 McKinsey US consumer sentiment survey shows that over 60 percent selected that they were willing to pay more if the product was sustainable. This data displays how Gen Z is attracting products that align with their values. Gen Z is known to be vocal about environmental and social responsibility. 

College students are not afraid to ask brands to be transparent. This impacts the beauty industry to contribute positivity to the world. The beauty industry is choosing ethical practices and cruelty-free products. There is even an increase in vegan and gluten-free beauty products.

These demands by Gen Z show how makeup is being used to gain likes. However, it also has an environmental need to be met. It is empowering that Gen Z is expressing consumer expectations.

What’s next for the beauty industry?

Gen Z is a huge advocate for inclusivity and diversity.

Instagram/@fentybeauty

One of Gen Z’s demands is more skin tones of makeup products. Rihanna came out with Fenty Beauty in 2017 offering 50 foundation shades. It was a huge representation for women of color, which set a new standard for inclusivity that many other celebrities followed such as Selena Gomez in her Rare Beauty brand.

Gen Z is the most open-minded generation, inviting all types of people into their circles. This mindset causes beauty brands to use models to offer representation.

Makeup is no longer just something we apply; it challenges brands to build stories and experiences around products to connect with consumers in meaningful ways.

Through interactive campaigns such as Hailey Bieber using pop-ups to promote her beauty brand. Rhode, where people can take pictures inside a booth and also purchase a product. Other brands also collaborate with influences such as Youtubers to make new products that Gen Z would buy.

@urbandecaycosmetics

when he wants a pic but you’ve already washed your face, moisturized your entire body and started the gua sha routine… NO FEAR #urbandecay virtual try-on is here, and the best part… you can save the final image 😏 you’re welcome #virtualtryon #tryonmakeup #testingmakeup #makeuptester #tryon #makeuptryon #virtualreality #makeupmeme #whenhe #justigirlythings #udemployee

♬ original sound – urban decay

Beauty technology will also improve and evolve. At the moment, AI is being used for consumers to do virtual try-ons for products. There are even TikTok videos of some people asking AI chat what makeup look they should do step-by-step.

Gen Z: the new face of makeup

Makeup has been associated with time-consuming routines. However, college students have a lot on their plate, so they are drawn to more functional makeup looks.

Due to academics, social activities, and part-time jobs, college students seek makeup looks that are efficient and versatile. Many TikTokers show how to turn a makeup look from a lecture look to a late-night outing look. Typically, “clean girl” makeup is used for class, and “Sabrina Blush” is popular for going out.

Gen Z redefines how makeup can be used in various aspects using aesthetics and authenticity. Their trends combine both simplicity and boldness.

Gone are the days when people copied celebrities or professional makeup artists. Instead, college students are driving the conversation of makeup toward a much more inclusive approach. 

Hope through beauty

As Gen Z influences the beauty world, the industry will continue to have to change and adapt to its needs. The emphasis on authenticity, sustainability, and inclusivity will be pushed forward. 

Gen Z will advocate for their values, which will keep the beauty industry always on the lookout to meet the expectations of this colorful and hopeful generation.

The beauty standards will probably go towards the evolution of being a reflection of individual identities. This generation’s emphasis on self-expression, ethical practices, and digital engagement is reshaping beauty standards and practices.

Gen Z is redefining the purpose of beauty as they display a reflection of individuality and personal values.

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