Gen Z

Gen Z Beauty: The Next Generation of Influence

Meet the Most Influential Beauty Consumer

Gen Z – born between 1997 and 2015 – represents 2.6 billion individuals worldwide. They are digital-first, globally connected, and deeply value authenticity, diversity, and sustainability. For them, beauty is less about perfection and more about self-expression and individuality.

Why It Matters

Gen Z is shaping the future of the beauty industry. Their purchasing power is rising quickly, and their expectations influence today’s product development, brand communication, and standards for generations to come.
At the same time, beauty expectations are shifting from correcting imperfections towards supporting confidence, long-term skin health and overall wellbeing. Brands that fail to align with this evolution risk losing relevance.

What Shapes Gen Z Beauty Choices?

Holistic Wellbeing:

Products that support skin health, stress relief, and emotional balance.

Ingredient Transparency:

Clean formulations and sustainable packaging are essential.

Social Media Influence:

TikTok and Instagram drive trends and purchasing decisions – 57% of TikTok users have purchased beauty products through the platform.

Multi-Step Routines:

Gen Z embraces complex routines with a focus on skincare, nail care, and sun protection.

Additional Insight:

Social media is not just entertainment for Gen Z – it’s a shopping channel and a source of inspiration. They expect brands to be present, authentic, and interactive on these platforms.

What Gen Z Expects From Beauty Brands

Gen Z demands clarity, credibility and real benefits. They quickly spot inauthenticity. Ingredient transparency, sustainability, and ethical practices are non-negotiable.
They increasingly expect solutions that not only deliver visible results but also support healthy, resilient skin over time.

Innovative Actives for Gen Z Beauty

Our RAHN-Cosmetic Actives portfolio enables brands to meet Gen Z’s expectations for performance, transparency and sustainability – delivering proven results while supporting long-term skin health.

AQUARICH®