Generation Z—those born roughly between 1997 and 2012—have emerged as a dominant cultural and economic force. In the beauty and personal care space, their influence is reshaping how products are created, marketed, and sold. Unlike previous generations, Gen Z is digital-first, socially aware, and highly selective about the brands they support.
To connect with this influential demographic, beauty brands must develop thoughtful, tech-savvy, and values-driven strategies. In this blog, we explore why Gen Z invests heavily in personal care, what they look for in beauty brands, and how you can tailor your strategy to win their loyalty.
Why Does Gen Z Spend So Much on Personal Care?
Despite being younger and, in many cases, having less disposable income than older generations, Gen Z allocates a surprisingly high portion of their spending toward beauty and personal care products. But why?
Self-Care Culture and Mental Health
One key driver is Gen Z’s strong association between beauty routines and mental wellness. Unlike previous generations that viewed beauty as primarily aesthetic, Gen Z embraces skincare, makeup, and self-care rituals as tools for emotional health, identity expression, and confidence building.
They don’t just use products to look good—they use them to feel good.
This shift has made personal care a daily ritual rather than an occasional indulgence. Products like serums, masks, and even aromatherapy rollers are not luxuries but essentials. Brands that frame beauty in the context of wellness find resonance with Gen Z’s mindset.
Social Media Influence
Social media plays a central role in Gen Z’s beauty consumption. Platforms like TikTok, Instagram, and YouTube are where Gen Z discovers products, learns techniques, and engages with beauty trends. Viral challenges, GRWM (get ready with me) videos, and influencer content have massive sway.
This generation doesn’t just buy products—they participate in beauty culture. They mimic influencers, contribute to trends, and evaluate products in real time. For them, beauty is a conversation, not a one-way advertisement.
Inclusivity and Representation
Gen Z also values authenticity and diversity. They are more likely to support brands that showcase a broad range of skin tones, gender identities, and body types. Representation is not a bonus—it’s a baseline expectation.
If a brand fails to show real people or only features idealized beauty standards, Gen Z will move on to one that better reflects their worldview.
Experimentation and Identity
Another reason for Gen Z’s beauty spending is their desire to experiment with identity. Makeup and skincare are seen as tools for self-expression, not just enhancement. Bold eyeshadow palettes, temporary hair dyes, and skincare with niche ingredients offer ways for Gen Z to explore who they are—or who they want to be—on any given day.
Brands that promote creativity, self-love, and individuality are more likely to capture this audience.
What Does Gen Z Look for in Beauty Brands?
Understanding what drives Gen Z to choose one brand over another is essential. Their purchasing decisions are shaped by more than just price or product quality—they seek connection, alignment with values, and digital excellence.
Authenticity Over Perfection
Gen Z has grown up with filters, Photoshop, and curated feeds—but they’re tired of it. They crave honesty from brands. This means showcasing unretouched photos, embracing flaws, and being open about ingredients, sourcing, and company values.
They want to see real people using real products in real situations. Campaigns that feature user-generated content, reviews, and behind-the-scenes glimpses perform better than polished, corporate ads.
Purpose-Driven Branding
Gen Z expects brands to take a stand on social, political, and environmental issues. Whether it’s climate change, LGBTQ+ rights, racial justice, or mental health advocacy, they want to support companies that align with their beliefs.
Brands like Fenty Beauty and Rare Beauty have won Gen Z loyalty not just through great products, but by actively promoting inclusion and mental health support. These aren’t just gestures—they’re strategic commitments.
Being silent on major issues is no longer neutral; it’s often perceived as complicit.
Transparency and Sustainability
Gen Z does their homework. They’ll Google ingredients, research supply chains, and analyze packaging choices. They value transparency and sustainability, and they’re quick to call out greenwashing or misleading claims.
Sustainable packaging, cruelty-free testing, and vegan formulas are no longer niche—they’re expected. If your brand can’t explain its environmental footprint or ethical standards, you may lose credibility with Gen Z.
Personalization and Tech Integration
Gen Z appreciates tailored experiences. They want product recommendations that fit their skin type, tone, and concerns. AI-powered quizzes, skin diagnostics, and virtual try-ons help create the sense that a brand “gets them.”
Brands that leverage technology to offer personalized, intuitive, and frictionless shopping journeys gain favor. PulpoAR’s virtual try-on solutions, for example, let users test makeup products in real time—an innovation Gen Z not only enjoys but expects.
How to Make Your Beauty Brand Attractive to Gen Z?
Winning Gen Z’s loyalty requires more than just good branding. It’s about creating a complete, connected, and consistent experience—one that delivers value, resonates emotionally, and reflects their lifestyle.
Embrace a Mobile-First Strategy
Gen Z lives on their phones. Shopping, socializing, entertainment—it’s all happening through mobile screens. Your brand’s digital presence must be optimized for mobile-first engagement.
This means:
- Fast-loading, mobile-friendly websites
- Mobile payment options (Apple Pay, Google Pay)
- Vertical content formats (stories, reels, TikToks)
- SMS campaigns and app-based loyalty programs
If you’re not where Gen Z is browsing, you’re missing the moment.
Create Interactive Experiences
Static content won’t cut it. Gen Z wants to interact, test, swipe, and explore. Integrate AR and AI technologies to make your site more engaging. For instance, virtual try-ons allow users to play with products, while smart quizzes help them find the right shade or formula.
PulpoAR provides tools that allow beauty brands to add these immersive, data-powered experiences to their platforms without heavy development work. This kind of engagement doesn’t just delight users—it converts them.
Leverage User-Generated Content
Gen Z trusts their peers more than celebrities or influencers. Encourage customers to share their experiences, reviews, and photos on social media. Repost them. Celebrate them.
User-generated content builds community, provides social proof, and gives Gen Z a voice in your brand. It also keeps content authentic—something polished ads can’t replicate.
Consider running hashtag campaigns, giveaways, or product challenges to invite participation. The goal is to make Gen Z feel like co-creators, not just consumers.
Partner with the Right Influencers
Gen Z is skeptical of traditional influencer marketing. What they respond to are creators who feel relatable and genuine—even if they have smaller followings. Micro- and nano-influencers often outperform macro-influencers in terms of engagement and trust.
Instead of one-off promotions, build long-term partnerships with creators who authentically love your brand. Let them co-develop content, share feedback, and even collaborate on limited product drops.
This builds not only reach but credibility.
Commit to Inclusivity—In Practice, Not Just in Message
True inclusivity isn’t a marketing theme—it’s an operating principle. Show diverse models across all your content, ensure your product range reflects all skin tones and needs, and involve underrepresented communities in your creative and business decisions.
Gen Z notices the difference between performative inclusivity and authentic representation. They don’t just want to see diversity—they want to see equity and accountability behind the scenes.
Offer Value, Not Just Discounts
While Gen Z does care about price, they care more about value. Loyalty programs, educational content, free trials, and personalization all create meaningful value. They’re less likely to be swayed by constant sales and more by thoughtful incentives that show the brand understands and values them.
For instance, early access to limited drops, birthday bundles, or points for UGC all resonate more than generic 10% coupons.
Engaging Gen Z is not about chasing trends—it’s about understanding what matters to them and building your brand around those values. This generation is smart, expressive, and values-driven. They don’t just buy beauty products; they buy into brand philosophies, communities, and cultures.
To win their loyalty, your beauty brand must be authentic, inclusive, tech-forward, and purpose-driven. Use real people. Say what you stand for. Leverage technology to personalize experiences. And most importantly, treat Gen Z not as a target audience—but as a generation of collaborators and change-makers.
