Gen Z moves away from makeup in favor of skincare

It is no longer a question of concealing imperfections under several layers of foundation, concealer, and other highlighters, but of making sure to have a radiant skin of health in the long term. If contouring techniques had millions of followers not long ago, especially among the youngest, the pandemic has passed through there, totally disrupting the beauty habits of men and women. Authenticity, naturalness, essential are now the watchwords in cosmetics, reflecting a desire to turn to a minimalist routine.

Result, the Gen Z no longer swears (only) by makeup, on the contrary. Young people between the ages of 13 and 26 see skincare – skin care – as the holy grail of beauty routines. It is now a question of taking care of your skin, the notion of health becoming more intrusive than ever in the world of cosmetics. More than four in ten Gen Z youth (41%) raise skincare to top of beauty categories they love most, study by Sweden-based payments firm finds Klarna, relayed by Women’s Wear Daily.

Conducted with 15,000 buyers, the study also reveals that Gen Z spends more on skin care than Millennials, the previous generation, but also than Gen X and baby boomers. An observation that brands must take into account as the phenomenon has continued to swell for several months, and which, more broadly, is part of the trends in clean beauty and skip-care, increasingly minimalist and focused on health overall skin.

According to the study, the Gen Z has not given up on makeup. Among the products that interest the youngest are luminous make-up palettes, and in particular those composed of eye shadows. A less surprising finding, since the gaze remains the only part of the face visible with the protective mask. With the arrival of sunny days, and even more of the summer holidays, beauty treatments should be more and more daring, with vibrant colors and patterns of all kinds, to try to forget this long dull and gloomy period.