Table of Contents
In the post-pandemic era, consumers have embraced highly emotional experiences such as “extreme travel,” “city walks,” and store-hopping as a form of revenge consumption. This heightened emotional demand has also influenced the beauty industry, where “emotional value” has become a major trend.
Recent surveys show that 78% of consumers consider self-care rituals essential for emotional well-being, and 62% prefer beauty products that offer a sensorial or mood-enhancing experience. Immersive skincare videos have revealed a shift in consumer expectations. Skincare is no longer just about hydration and nourishment; consumers are increasingly seeking stylish packaging, aromatic scents, tactile pleasure, and even auditory satisfaction. The full-sensory experience in skincare has become a crucial factor determining the success of brand marketing.
I. Gen Z Beauty Trends 1: High Demand for Emotional Value
As life speeds up, people’s sense of happiness has not significantly improved. Instead, subtle anxiety and a sense of emptiness have emerged.
In this fast-paced era, the structure of consumer demand has fundamentally changed. Beauty brands that can offer emotional value have become a way for consumers to cope with life’s rapid rhythm and seek emotional comfort. As Gen Z beauty trends shift, the content and expression of beauty brands are constantly evolving to align with contemporary needs. For beauty brands entering the next phase, competitiveness should not solely rely on product strength.
To stay ahead, beauty brands must diversify their brand value and truly achieve transformation. Emotional value, which is often irrational and subjective, is a critical element in brand building.
Gen Z’s pursuit of emotional value is multifaceted, reflected in their consumption behavior. They seek more than just purchasing and using products; they prefer interactive experiences like influencer economies, fan-based economies, and niche cultural economies. Their mindset is progressive and open, constantly pursuing novelty and uniqueness. Moreover, they are moving away from idolizing “official brand images,” favoring brands that are more relatable and authentic.
Product Innovation Based on Emotional Value:
Brands can also expand their product development by exploring emotional value dimensions. For example:
- Pet beauty products and pet IP consumption are emerging due to the emotional attachment in an increasingly isolated society.
- Skincare solutions such as acne patches for stress-induced breakouts, anti-hair loss treatments for “balding girls,” and high hairline styling sprays are all reflections of Gen Z’s emotional scenarios.
These trends collide and interact, shaping today’s vibrant emotional consumption landscape.
II. Gen Z Beauty Trends 2: Prioritizing Health Management
The rise in economic growth and quality of life has triggered public awareness of health, especially post-pandemic, with a surge in demand for health-related products, reflecting in consumer behavior.
Amid a fast-paced, high-pressure environment, young people’s enthusiasm for health is growing. Most Gen Z consumers are dissatisfied with their current nutritional status and are willing to invest in their health. Additionally, their health needs have become more diversified and segmented, creating multiple growth points in the health and wellness market.
Gen Z has higher expectations for brand authenticity, transparency, and social responsibility. They prefer sustainable beauty products and ethical brands compared to previous generations.
However, due to a lack of professional knowledge, many Gen Z consumers face challenges in managing their health. For example, they often stay up late, adopt last-minute health remedies, and have an incomplete understanding of scientific nutrition. These behaviors reflect their contradictions and confusion in pursuing a healthy lifestyle.
For beauty brands, this is both a challenge and an opportunity to offer genuinely beneficial products and knowledge that satisfy Gen Z’s desire for a healthy lifestyle, building trust and loyalty.
Emerging Trends:
Gen Z’s health-conscious choices highlight personalization and diversity. They prefer products that meet specific needs, such as:
- Fragrance + sleep aid
- Beauty + emotional therapy
- “Compensatory skincare” to address skin damage caused by lack of sleep or sun exposure
Case Study:
Australian niche brand Kit launched a night cream infused with melatonin, helping users relax, reduce stress, and improve sleep quality while nourishing the skin. This combination of beauty and health management reflects a deep understanding of Gen Z’s pursuit of holistic well-being.
III. Gen Z Beauty Trends 3: Value-Oriented and Budget-Conscious
During periods of rapid economic growth and heightened consumer enthusiasm, brands focused on upgrading their products and services, educating consumers to pursue higher quality products and a better lifestyle.
However, in the current economic slowdown, the “ratchet effect” suggests that once consumers are accustomed to high-quality lifestyles, they do not lower their expectations even when market trends cool down. Instead, they demand higher “value-for-money” from brands.
Gen Z has become more cautious with their spending but still desires quality and personalized experiences. They are less concerned about discounts and more focused on whether a product offers perceived high value.
For beauty brands, the era of relying solely on “price wars” for quick market capture is fading. To unlock Gen Z’s wallets, brands must offer products and services that convey high perceived value. Success will belong to brands that master the balance of “high quality at a reasonable price.”
Trend Toward Customization and Value Perception:
Gen Z’s preference for personalized solutions has driven beauty brands away from “one-size-fits-all” formulas toward highly tailored, personalized offerings.
Case Study:
In skincare, Gen Z’s desire for tailored solutions has driven brands to develop personalized products addressing specific skin concerns. Clinique, recognizing the shift, introduced Clinique iD, a customizable skincare system allowing consumers to mix and match different bases and active cartridges based on their unique skin needs. This innovative system offers 15 possible combinations, catering to concerns like hydration, uneven skin tone, and irritation. As a result, *Clinique iD* not only resonated with Gen Z’s demand for personalization but also strengthened the brand’s positioning as a provider of high-value, customized skincare solutions, contributing to a 24% increase in sales within its first year of launch.
IV. Gen Z Beauty Trends 4: Pursuit of Individualism and Self-Expression
Gen Z is breaking traditional gender, age, and lifestyle boundaries, embracing a strong sense of self-awareness and rejecting predefined life paths. They freely add any element they like to their persona, boldly becoming whoever they want to be.
In Gen Z’s eyes, the concept of “infinite possibilities” has become one of the coolest and most attractive aspects of their ideal life. By exploring and experimenting, they break conventions and create unique personal styles and lifestyles, expressing themselves authentically. This attitude also influences their consumption choices. They prefer brands and products that reflect their individuality and values rather than blindly following trends or others’ choices. They want to express their uniqueness and diversity while using their consumption power to support social progress and transformation.
Building Stronger Brand Connections:
For brands, understanding and respecting Gen Z’s pursuit of individuality and co-creating possibilities with them will be key to attracting and retaining this demographic.
Case Study:
Fenty Beauty, founded by Rihanna, has revolutionized the beauty industry by promoting diversity and inclusion. With an initial launch of 40 foundation shades—now expanded to 50—Fenty Beauty addressed the long-standing lack of inclusivity in the cosmetics industry. This commitment to catering to all skin tones resonated deeply with Gen Z, who value representation and inclusivity.
V. Conclusion
In the business world, change is the only constant. There is no one-size-fits-all solution, and consumers do not adhere perfectly to pre-defined profiles. Human diversity and evolving preferences complicate brand decisions.
While Gen Z beauty trends reflect some patterns in the beauty industry, they do not guarantee future references. Gen Z is the most culturally diverse, highly educated, and digitally savvy generation. As they enter the workforce on a large scale, they are reshaping beauty consumption scenarios and rules.
For beauty brands, this means the need for continuous adaptation and innovation to meet the ever-changing expectations of this generation. Brands must be more agile and creative to thrive in this dynamic market. The rise of Gen Z not only challenges traditional consumption models but also brings new opportunities and directions for the beauty industry.
Ausmetics, by aligning with Gen Z’s values, understanding their emotional needs, embracing health-conscious trends, and supporting their pursuit of individuality, which can help brands to secure a strong foothold in the evolving beauty landscape.
VI. People Also Ask
1. Why does Gen Z value emotional connections in beauty?
They seek brands that offer authenticity and emotional experiences beyond product use.
2. How is Gen Z’s focus on health affecting beauty trends?
They prefer beauty products that promote holistic well-being, like sleep aids and stress-relief skincare.
3. What does Gen Z expect in terms of value from beauty brands?
They seek high-quality, personalized products that offer perceived value over discounts.
4. How do beauty brands cater to Gen Z’s self-expression?
Brands like Fenty Beauty promote diversity, allowing Gen Z to express unique identities.
5. What strategies help beauty brands stay relevant to Gen Z?
Brands need to innovate, personalize, and align with Gen Z’s evolving expectations.
Jack Li
Product Marketing Consultant
With a unique blend of creative intuition and strategic prowess, Jack Li stands out in the beauty industry as a thought leader and visionary. Over his accomplished career, he has driven successful marketing and branding strategies for both emerging startups and well-established companies. His approach to consulting focuses on recognizing and capitalizing on the latest trends to help clients create distinctive brand identities that captivate audiences.
