December 4, 2020

“They’re super-influential. This is going to be the group that’s driving spending and decisions for many years to come,” Mary Dillon, chief executive of Ulta said to the New York Times.

But, what do Gen Z skincare consumers really want from their skincare products? According to new research, the top three demands from Gen Z’ers are: formulations that can deliver efficacy, embrace diversity and inclusion, and highlight sustainable ingredients.

To start, Gen Z’ers are concerned about the efficacy of their skincare products, above any other claim.

For formulators, this means Gen Z’ers care less about brand loyalty, marketing, or price. Instead, Gen Z’ers care most about workhorse ingredients and formulations.

“Gen Z’ers pore over ingredient labels and reviews online; they want to know what they’re putting on their skin and what it’s doing for them,” explains the New York Times. “If something is cheap, it’s not necessarily bad,” said Rogelio Munoz-Franco, 15. “If something is expensive, it’s not necessarily good.”

This focus on efficacy also makes Gen Z’ers more likely to purchase both lower-priced and prestige products. The caveat? The TikTok and social media reviews must hold up.

Additionally, this demand for results also helped make Ulta, a purveyor of both prestige and drugstore skincare, the top favored destination for Gen Z to purchase beauty products in 2020, according to new data from Piper Sandler. Sephora, another mecca of skincare brands and price points, was the second most popular place to purchase.

Bottom line? For Gen Z’ers, skincare formulations must deliver on efficacy above all else.

Secondly, Gen Z most wants skincare products that embrace individuality, uniqueness, and authenticity. For Gen Z’ers, this translates to skincare formulations that can help a variety of skin tones, types, and issues.

“Uniqueness applies to skin tones and types. Gen Z is the most diverse, multicultural generation in history, so they expect brands to develop products that work with their different skin tones and beauty needs,” said Jeff From on FutureCast.

Additionally, Gen Z’ers want products to help celebrate their unique skin, rather than hide imperfections.

“For Gen Z, self-care via skincare is all about the self-love, boldly exposing one’s natural look with pride as opposed to covering it up with foundation. Beauty brands should continue to celebrate the skin their consumers are in as opposed to pushing style over substance. Younger consumers will view them as worth the investment, incorporating them into their own beauty regimens for years to come,” according to Tylt.

As the most diverse generation ever, Gen Z skincare consumers will continue to demand more products that work for all skin types.

Finally, Generation Z skincare consumers are united in their desire to support businesses and products that align with their values. The top values Gen Z’ers care about for skincare specifically? Sustainability and environmentalism.

“Nine out of 10 Gen Z consumers reportedly believe companies have a responsibility to address environmental and social issues, and they’re willing to back that up with their wallets. That means brands really have to communicate where they stand, with honesty and transparency — even if that means admitting their own shortcomings,” explains Glossy.

For skincare, this translates to Gen Z friendly formulations that are sustainable, eco-friendly, and offer extreme transparency around ingredients, sourcing, and even labor practices.

Moving forward, experts predict Gen Z’ers will be on the hunt for skincare products that are:

• Sustainable
• Eco-friendly
• Cruelty-free 
• Vegan
• Highlight biodegradable or plastic-free packaging

Gen Z skincare consumers, or the billions born between 1995-2015, are set to make waves of change in the industry. For formulators, efficacy, diversity, and sustainability will be the keys to unlocking this new generation of savvy, skintellectual consumers.