April 20, 2021 

“Gen Z are very much ‘skintellectuals,’ and this has been reflected in the slowing of cosmetic sales and the increase of skin care. The ultimate goal of Gen Z is to have skin that’s so healthy and luminous, there’s little or no need for makeup,” Clare Varga, head of beauty at WGSN, told Glossy. “Gen X, along with Millennials, are the most frequent users of all skincare products. They want reliable, results-driven products and are willing to pay for them. Gen Z want the same quality but at more accessible prices.”

Now, new data unveils three key new Gen Z skincare consumer trends: less makeup, the importance of a skincare brand’s values, and a high demand for drugstore products, recommended by dermatologists.

When the coronavirus pandemic began last year, many consumers experienced shutdown orders and spent more time at home. With less places to go and less people to visit, the need and desire to wear makeup downshifted greatly.

Now, new data shows Gen Z consumers are still more interested in their skincare routines than makeup, according to a survey conducted by investment bank Piper Sandler on the discretionary spending trends of 7,000 teens in 47 U.S. states.

“Say goodbye to makeup, the health crisis has completely overturned the beauty habits of this generation, which now has a growing interest in skincare. “Spending on skincare products for women has overtaken spending on makeup,”reveals the survey. An interesting aspect of this change is that teenagers are increasingly turning to online influencers when seeking information on current trends and new beauty brands (86%),” explains Premium Beauty News.

Additionally, it’s important to note that when asked what beauty products they spend the most on, Gen Z ranked as the top consumer group for spending on skincare, according to a recent survey by Klarna:

• 41% of Gen Z’ers ranked skincare as the products they spend the most on
• Followed by 40% of Millennials
• Gen X consumers were more likely to spend more on fragrance, body wash, lotions
• 31% of Baby Boomer consumers ranked skincare as the beauty product they spent most on 

Another trend to emerge for Gen Z skincare consumers? Gen Z’ers are most concerned about a brand’s focus on diversity and inclusion as core values.

“When we asked which brand value was the most important to consumers when shopping for beauty items, the demographic split was interesting and surprising,” David Sykes, head of U.S., Klarna told Forbes. “Our data revealed that younger generations were more inclined to shop from brands that prioritized diversity and inclusion.”

Overall, this Gen Z focus on diversity and inclusion, and a desire to purchase based on values, matches up with larger consumer perceptions.

80% of consumers in the Klarna survey stated that brand values factored into their purchasing decisions.

Finally, a third trend of Gen Z skincare consumers is a high demand for dermatologist recommended brands and products, especially those typically found in drugstores.

According to the Piper Sandler study, Gen Z consumers ranked their favorite skincare brands as:

• CeraVe, 35%
• Cetaphil, 10%
• Neutrogena, 8%
• The Ordinary, 7%
• Curology, 3%

Many experts link the Gen Z demand for affordable, drugstore skincare brands to social media and TikTok trends. More specifically, experts point to the resounding popularity of “DermTok,” where dermatologists share skincare tips, explain the science of skincare, and recommend brands and products.

Additionally, many Gen Z’ers are seeking out drugstore brands, thanks to positive connotations with long established brands, including like safety, efficacy, and adhering to the “clean” label.

“The appeal of drugstore beauty products for Gen Z consumers speaks to the authority mass retailers carry when it comes to “healthy” products. In my recent survey of 500 Gen Z women ages 16 to 22, 42% said that ‘clean or organic’ ingredients is an important or very important factor when purchasing beauty products,” Hana Ben-Shabat, founder of Gen Z Planet and author of the upcoming book, Gen Z 360, told Forbes.

For formulators looking to appeal to the billions of Gen Z skincare consumers, affordability, inclusive brand values, and dermatologist recommended products are most likely to be the three key trends that will drive future Gen Z skincare sales.

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