Gen Z is rewriting the rules of skin care
Gen Z is changing the beauty landscape in a major way.
AI-powered beauty and wellness technology company Revieve recently uncovered how Gen Z’s shopping preferences and skin care habits are influencing the industry in its “The Gen Z Effect: What Beauty Brands Need to Know to Win Their Loyalty” report.
The digital savvy generation, responsible for 35% of website traffic and an 85% engagement rate, demands hyper-personalization, clean beauty and immersive experiences from brands.
According to the study, 56% of Gen Z consumers prioritize fragrance-free skincare, 33% prefer paraben-free formulations, and 72% are actively seeking multi-use products to streamline their routines. Additionally, Gen Z shoppers have a 40% higher purchase and add-to-cart rate than other demographics, making them a key revenue driver for beauty brands.
“Gen Z isn’t just buying skincare—they’re setting new industry standards,” says Sampo Parkkinen, CEO at Revieve. “They expect brands to speak their language, integrate tech-driven experiences, and align with their values of sustainability and inclusivity.”
[Related: Certified Inclusive beauty brands outpaced growth of less inclusive competitors]
Revieve found that by incorporating AR try-ons, AI-powered virtual skin care consultations and influencer partnerships can help brands with their engagement. Those who adapted these strategies were able to build deeper connections with their audience.
Seeing as Gen Z has grown up in a digital-first atmosphere, they are highly receptive to visual and interactive content. About 58% of Gen Z consumers engage in selfie-based digital experiences, which is 13% more than any other demographic, according to the study,
When it comes to industry trends, Gen Z is pushing the industry towards clean and multifunctional beauty solutions. This means there is a growing shift towards safe and sustainable skin care choices and a demand for simplified routines with products that combine acne treatment, hydration and pore care.
There is also a growing interest in skin microbiome health, which is also leading to an increased demand for probiotic and barrier-supporting skin care routines, the study noted.
Lastly, there is a huge difference in regions and how consumers in various companies shop for their beauty essentials.
[Related: Beauty industry witnessing strong increase in year-over-year value]
North American Gen Z consumers favor high-end skincare, purchasing 3.9 products per order—20% above the global average. In Asia-Pacific (APAC), 80% prioritize affordability, with a strong demand for paraben-free and organic formulations. In Europe, 40% of Gen Z consumers have a higher purchase rate than the global average, with 52% preferring dermocosmetics.
Meanwhile, in the UK, 81% of Gen Z shoppers opt for fragrance-free skincare, aligning with rising concerns over sensitivity and irritation.
