As Gen Z emerges as a dominant force in the beauty market, brands must strategically pivot to capture their attention and loyalty. Born between the mid-1990s and early 2010s, Gen Z is redefining beauty, setting new standards that beauty brands must meet to stay relevant and competitive.

Prioritize Authenticity and Transparency

Gen Z demands authenticity. As digital natives, they see through traditional marketing strategies and gravitate toward brands that communicate honestly. To win them over, your brand must prioritize transparent messaging—be upfront about your ingredients, sourcing, and manufacturing processes. Glossier and The Ordinary are connecting with Gen Z successfully by focusing on no-nonsense, transparent marketing that highlights product efficacy over flashy promises.

Champion Diversity and Inclusivity

For Gen Z, beauty is about celebrating individuality. This generation expects brands to reflect and respect the diversity of their world. Your brand should create marketing campaigns that showcase a wide array of skin tones, body types, and gender identities. Rihanna’s Fenty Beauty set a new benchmark in inclusivity, offering a vast range of foundation shades that cater to all, earning immense brand loyalty from Gen Z consumers. Follow suit by embracing diversity in every aspect of your marketing and beauty product offerings.

Commit to Sustainability

Sustainability is non-negotiable for Gen Zers. They want to invest in brands that share their eco-conscious values. Ensure your brand’s commitment to sustainability is evident—whether it’s through recyclable packaging, ethically sourced ingredients, or carbon-neutral operations. Brands like Lush and Biossance have effectively captured Gen Z’s interest by putting sustainability at the forefront of their business models. Make your green initiatives a core part of your brand strategy to resonate deeply with this audience.

Master Social Media Engagement

Gen Z lives on social media, making it your brand’s most powerful tool for engagement. Social media platforms like TikTok, Instagram, and YouTube are where you need to be, but it’s not just about presence—it’s about strategy. Collaborate with influencers who authentically align with your brand values and have genuine connections with their followers. Prioritize partnerships with micro-influencers who can drive meaningful engagement over simply reaching large audiences.
In conclusion, to captivate Gen Z in the beauty industry, your brand must go beyond traditional approaches. By focusing on authenticity, inclusivity, sustainability, and savvy social media use, you can build a brand that not only attracts but also retains this influential generation’s loyalty

About the Author: 

James Weiss serves as Managing Director of Big Drop Inc, an award-winning full-service digital agency headquartered in New York City. 

Photo: nadianb/ Shutterstock.com