Gen Z (born between 1997 and 2012) is changing the beauty game. Unlike previous generations, Gen Z is all about authenticity, self-expression, and sustainability.
Forget outdated beauty standards, Gen Z is setting the trends, and brands are scrambling to keep up.
BD has done a deep dive into the biggest beauty shifts shaping this year and beyond.
Real over perfect
Flawless, airbrushed looks? So last decade. Gen Z is embracing “skinimalism,” a less-is-more approach that highlights natural, healthy skin. Dewy finishes, lightweight tints, and ditching heavy foundations are the way to go.
According to the Attest Gen Z Beauty Preferences Survey from October 2024, 55 per cent of Gen Z prioritise affordability in beauty products, but they also want brands that reflect their authentic selves.
This shift is all over TikTok and Instagram, where influencers are showing off unfiltered routines and celebrating real skin. The ultra-polished clean girl aesthetic of 2023 has evolved into something more personal because feeling good matters more than looking perfect.
Sustainability
For Gen Z, sustainability isn’t just a bonus, it’s a must. According to Attest, 67.7 per cent of Gen Zers said eco-friendly beauty products matter to them, and over half (56.2 per cent) are willing to pay extra for sustainable options. That’s why brands like e.l.f. and Bubble are thriving with affordable, planet-friendly products. More brands are making big changes:
Clarins: Launched Double Serum Light and ramped up its T.R.U.S.T sustainability initiative. ($175 from Myer)
Lanolips: Switched to 80 per cent sugarcane bioplastic tubes for its new Glossy Balms.
L’Oréal: Pledging to reduce its carbon footprint by 50 per cent by 2030, using recycled glass and sustainable packaging.
Neutrogena: Upgrading makeup wipes to home-compostable versions and rolling out refillable products.
Kerasilk: Reformulated its iconic haircare line to be 100 per cent vegan with sustainable ingredients.
Beauty meets tech
Growing up with smartphones in hand, Gen Z is merging beauty with tech like never before.
In 2024, virtual try-ons jumped by 37.4 per cent during the holiday season, with shoppers testing 26 per cent more products online, according to Revieve's 2024 Holiday Season Digital Beauty Trends Report. AI-powered skincare tools, like those from Renude, are making personalised routines a reality.
Even Sephora is in on the action with its Virtual Artist app, which lets users test makeup via facial recognition.
Meanwhile, TikTok is fueling the rise of fragrance layering #perfumetok exploded by 110 per cent in 2024, with 73 per cent of Gen Z using three or more scents regularly, as reported by Business of Fashion’s 2025 Beauty Trends Forecast.
TikTok creators: @Perfumerism and @Rozie
Inclusivity and bold self-expression
Gen Z demands representation. In 2023, 67 per cent of Gen Z welcomed beauty recommendations from influencers of different gender identities, and that number is only growing according to BeBold Digital’s Beauty Trends and Influencer Impact Report.
Brands like Fenty, known for their diverse shade ranges, set the standard but Gen Z is pushing for even more inclusivity in campaigns and product offerings.
Makeup is all about creativity. In 2024, trends like sunset blush and colourful eyeliner dominated, but in 2025, it’s all about bolder, experimental looks think graphic liners and mixed textures, inspired by icons like Sabrina Carpenter according to Business of Fashion.
BD recommends:
Yves Saint Laurent Blush Volupté ($98 from YSL)
NYX Professional Makeup Hot Vivid Brights ($10.49 from Priceline)
Glam by Manicare Adriana Lashes ($11.99 from CWH)
Skincare first, makeup second
Skincare is still the top priority. In 2024, facial moisturisers saw a 36.2 per cent sales spike, proving that younger consumers are investing in skin health, as reported by NielsenIQ 2024 Beauty Sales and Consumer Trends Report.
Hydration-focused products like night creams and SPF remain non-negotiable. Numerator’s Gen Z Skincare Habits Survey states that 63 per cent of Gen Zers wear SPF daily, preferring brands like CeraVe over traditional sun-care options.
Haircare is also following suit with the "skinification" trend meaning skincare-inspired ingredients like hyaluronic acid are making their way into shampoos and treatments.
BD recommends:
La Roche-Posay Anthelios Invisible Fluid Facial Sunscreen SPF50+ ($29.99 from CWH)
Natio Tinted Lip Balm SPF 50+ ($14.95 from Myer)
esmi Skin Minerals Sensitive Moisturiser ($79 from Sephora)
SkinCeuticals Hyaluronic Acid Intensifier Multi-Glycan ($169 from Myer)
LuxeSticks mask sticks ($24.99 from CWH)
This isn’t just a trend it’s an industry shift. NielsenIQ added that in 2024 alone, Gen Z spent $4.9 billion on in-store beauty, a massive 41 per cent increase. Their priorities authenticity, sustainability, and inclusivity are shaping the future of beauty.
As we move into 2025, expect to see more bold looks, greener beauty, and next-level tech innovations.
Header image credit: Getty
