According to new results from a report by Gen Z media company, Kyra, CeraVe and E.l.f. Cosmetics are currently the top makeup and skincare brands for Gen Z.
Kyra’s ‘2022 Gen Z State of Beauty Report’ surveyed 1,000 participants between the ages of 18 and 25. It found that CeraVe ranks as the top skincare brand, bringing to light the continued success of affordable beauty brands that have gone viral on TikTok. E.l.f. Cosmetics also came out on top for makeup, bumping Maybelline (who placed first last year) down to second.
Some other brands who made the top 10 include Olay, NYX Professional Makeup, Cetaphil, MAC and Dove.
“There’s a direct relationship between which brands have gone viral on TikTok and which ones are ranked most highly with Gen Z”, said Kyra vp of beauty and wellness, Marina Mansour. “E.l.f. has been fearless with their approach to TikTok. They have been really bullish on the platform, and that’s reflected.”
TikTok was the number one source of skincare information for respondents, according to Glossy, as Gen Z is known for actively researching ingredients in their beauty products and focusing on preventative anti-ageing products at a much younger age than millennials ever did.
41% of Gen Z participants said combating acne is still their biggest concern. The number one most-used product is moisturiser, with SPF coming in second and face masks in third. Hyaluronic acid also soared from eighth place in 2021 to fourth this year.
And although Gen Z loves accessible price points, brand favourites also extend beyond drugstore brands when it comes to products discovered on TikTok. Dior Beauty, for instance, made it to third place after a number of its products went viral on TikTok in recent years, including its Rosy Glow Blush and Addict Lip Oil.
40% of respondents revealed they are keen to experiment with new products they learn about, admitting they buy at least one new product they discover online every two months.
The report also explored trends in hair care, body and fragrance. For both hair and body, Tresemmé is the top hair-care brand, while Dove is the number one for body. Gen Z consumers are still exploring what they like when it comes to fragrance. 60% own between three and five fragrances, while 21% wear a fragrance every day. 43% are interested in gender-netural fragrances, and more than half said the bottle’s aesthetic is important to their purchase decision.
The report finishes off by advising brands to engage with content creators, especially those on TikTok. When it comes to beauty creator content, Gen Z said they’re most interested in tutorials, with 17% saying they’re the type of content they want to see more of.
Additionally, 16% seek funny content. In fact, humour was listed as the second most important trait Gen Z expect from creators, followed closely by honesty and relatability.
Main image source: Glossy
