Key Factors Influencing Gen Z’s Beauty Product Choices
When selecting beauty products, Gen Z considers several major factors that shape their purchasing decisions:
Affordability: More than half (55%) of Gen Z prioritizes price and affordability as the most important factor. Facing economic challenges, they seek products that offer great value for money.
Brand Reputation: Around 27.4% of respondents indicate that brand values influence their decisions.
Sustainability: Nearly two-thirds (67.7%) consider sustainability important when choosing beauty products. Over half (56.2%) are willing to pay more for sustainably sourced or ethically produced items. For "Adventurous Beauty Shoppers"—those who try at least one new brand per month—sustainability is particularly significant.
Clean and Natural Ingredients: More than 52% of respondents look for “natural” labels, while 41.4% seek “non-toxic” options. Nearly two-thirds (61.1%) desire more products with clean beauty certifications. Women, in particular, value claims such as “dermatologist-tested” and “hypoallergenic.”
Social Media Influence: Over half (53.9%) of Gen Z enjoys exploring beauty content on social media. TikTok is the most influential platform (46%), followed by Instagram (38.1%) and YouTube (32.8%). Women are more likely than men to seek beauty-related content on social media.
Skepticism Toward Influencers: Nearly one-quarter (24%) of Gen Z distrusts recommendations from social media influencers. Authenticity and transparency are crucial in their purchasing decisions.
Personal Expression and Identity: Gen Z’s beauty choices are closely tied to self-expression and individuality. About 41.7% say they blend trends with their personal style, while 27.9% claim they create unique looks, uninfluenced by mainstream trends.
Inclusivity: Diversity and representation in beauty and skincare products are highly valued by Gen Z. Two-fifths (39.5%) consider a broad shade range catering to different skin tones important, while one-third (33.9%) appreciates body positivity and inclusive messaging.
Importance
of Physical Stores: Despite the strong influence of
online content, over half (58.1%) of Gen Z primarily purchases beauty and
skincare products from physical stores. The ability to experience products
firsthand through testing plays a key role in their decision-making.
FucoSkin®, derived from Laminaria japonica (a type of brown seaweed), offers multiple benefits that align with Gen Z’s beauty preferences. It is clinically tested and known for its anti-aging, skin elasticity improvement, and collagen-boosting properties. Additionally, FucoSkin® is produced using green technology, avoiding harmful solvents and chemicals, which resonates with Gen Z’s strong preference for sustainable and clean beauty. With its ability to reduce wrinkles, enhance skin smoothness, and provide blue light protection, FucoSkin® is an ideal ingredient for skincare products catering to Gen Z’s holistic wellness and eco-conscious values.
Reference: https://www.askattest.com/blog/research/gen-z-beauty-trends
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