It’s no news that Gen Z have upended traditional norms and redefined what it means to be a modern consumer in the beauty industry. With over $450 billion in global disposable income and spending power, this generation values authenticity, sustainability, and inclusivity over brand prestige and polished marketing campaigns. This shift has not only disrupted the industry, but also reshaped how brands engage with their audience. Gen Z’s radical buying behaviors are forcing brands to innovate, personalize, and adopt values-driven practices to stay relevant.
Their approach to purchasing is nothing short of revolutionary. Unlike previous generations, Gen Z deliberately avoid the traditional consumer journey, and instead, favor impulse purchases often influenced by social media. “Gen Z doesn’t care about the funnel anymore,” Mike Ford, founder of Skydeo, a data company that helps advertisers target their next customers through audience data, says to BeautyMatter. “They see something on TikTok, buy it instantly, and then decide if it works for them.” TikTok has become the go-to platform for this generation, transforming into a virtual storefront. Ford highlighted the platform’s power, noting that its integration of e-commerce features like TikTok Shop has created a seamless buying experience. “It’s both the platforms and the influencers driving this behavior,” he says.
This spontaneous, social-driven consumerism has rendered traditional advertising methods increasingly ineffective. Bernardina Vargas, beauty business strategist, emphasized that authenticity now trumps perfection in marketing. “Gen Z no longer cares about glossy campaigns or celebrity endorsements. They want real stories, unfiltered content, and brands that mirror their own identities,” she tells BeautyMatter. This has led to a surge in the use of micro and nano influencers, whose relatability often resonates more deeply with younger audiences. For example, Vargas pointed out that brands like ILIA succeeded not only by championing clean beauty, but also by refusing to retouch campaign images, ensuring transparency and trust.
While this generation’s openness to new brands provides opportunities, it also poses significant challenges. Gen Z’s loyalty is fluid, shifting swiftly toward brands that align with their values and priorities. Sustainability is non-negotiable for many of them, with 62% preferring to buy from environmentally conscious brands, and 73% still agreeing to move forward even if it means paying more, according to a recent report by Civic Science. “It’s not just about the product anymore,” Vargas says. “They’re holding businesses accountable for everything, from ethical practices to ingredient sourcing.”
This fluid loyalty has driven brands to adopt innovative strategies to capture Gen Z’s fleeting attention. Limited-edition drops, exclusive collaborations, and hyper-personalized products are now standard tactics. Justyna Wilson, a fractional CMO and marketing consultant, highlighted to BeautyMatter the importance of raw storytelling in this context. “Brands need to figure out a way to sell without showing they’re selling,” she explains. “They need to start thinking about weaving the product into daily life authentically, and using real people who genuinely benefit from it,” she continues.
Wilson’s insights reflect a broader shift in marketing strategies. She noted that brands embracing platforms like TikTok must create raw, sometimes even quirky content to stay relevant. “TikTok is not necessarily a social media platform. It’s a content platform; and there, imperfection sells. It’s about consumers seeing themselves in the content, not an aspirational, unattainable version of beauty,” she said. Yet, Wilson also stressed that brands must adapt their strategies across platforms, balancing raw authenticity on TikTok with polished campaigns on platforms like Instagram in order to engage different segments of their audience effectively.
The retail landscape is also adapting to Gen Z’s influence. Physical stores of beauty heavyweights like Sephora and Ulta Beauty are integrating digital elements, such as augmented-reality mirrors and interactive QR codes, to create a hybrid shopping experience. Online, seamless e-commerce has become a necessity. “Gen Z wants speed and efficiency,” Vargas noted. “They expect to complete purchases in just a few clicks, whether it’s on Instagram or a brand’s website.”
As brands pivot to cater to these new demands, the long-term challenge lies in maintaining authenticity while adapting to rapid change. Gen Z’s influence extends beyond their immediate demographic, shaping the preferences of older generations as well. “This generation seems to set the tone for others,” Ford says. “Their moms are picking up on their buying behaviors, and eventually, their values trickle up.”
To future-proof themselves, beauty brands must go beyond reactive strategies and lead the conversation. Wilson encouraged companies to involve Gen Z early in the product development process, from surveys to ingredient selection. “It’s about making them part of the journey,” she said. “When you include them in your strategy, they feel a sense of ownership, and that builds trust and loyalty.” Ultimately, Gen Z has set a new standard for the beauty industry, demanding transparency, inclusivity, and meaningful engagement. Their radical approach to consumerism isn’t a fleeting trend but a shift that will continue to shape the future of beauty. For brands willing to adapt and align with these values, the rewards are immense—not just in sales, but in building lasting connections with the most influential generation yet.
