How Gen Z is Reshaping the Beauty Industry in 2025

Published: May 4, 2025

Let us see how Gen Z values, digital influence, and sustainability demands are revolutionizing beauty brands and products in 2025. Get exposed to key trends including clean beauty, inclusivity, and tech-driven personalization driven by Gen Z.

Introduction: The Gen Z Beauty Revolution

The beauty industry has undergone a remarkable transformation in recent years, largely driven by the preferences, values, and digital behaviors of Generation Z. Born between 1997 and 2012, Gen Z now represents a significant consumer demographic with growing purchasing power, estimated at over $360 billion globally in 2025. Unlike previous generations, these digital natives have developed a distinctive taste and relationship with beauty brands, one characterized by authenticity, inclusivity, and purpose-driven consumption.

As we navigate through 2025, the beauty landscape continues to evolve dramatically, with Gen Z at the helm of this transformation. From demanding transparent product formulations to championing sustainable practices, this generation has fundamentally reshaped what beauty means and how it is marketed. This article unravels the key ways Gen Z is revolutionizing the beauty industry and what this means for brands seeking to remain relevant in this rapidly changing market with Gen Z driving it on the fast lane.

Values-Based Consumption: The New Normal

• Ethics Matter: For Gen Z, beauty purchases are not merely transactional, they are expressions of personal values and identity. Recent industry research indicates that 78% of Gen Z consumers consider a brand's ethical stance before making purchasing decisions, a significant increase from 64% in 2022.
• Sustainability as Non-Negotiable: Unlike millennials who gravitated toward "green" marketing, Gen Z expects sustainability as standard. Brands that fail to incorporate environmentally conscious practices face swift backlash through social media campaigns and consumer boycotts.
• Clean Beauty Evolution: The clean beauty movement has evolved beyond simply "free from" claims to encompass bioactive ingredients with scientific backing. Gen Z consumers are increasingly sophisticated in their understanding of beauty formulations, demanding both natural ingredients and proven efficacy.

Digital-First Beauty Experiences

• Social Commerce Domination: TikTok Shop and Instagram Checkout have revolutionized beauty retail, with 45% of Gen Z beauty purchases now occurring directly through social media platforms. This represents a complete disruption of traditional beauty retail channels.
• Video-Driven Sales: Short-form video content drives 3.5x more conversions than static imagery, with virtual try-on technologies integrated with social commerce increasing conversion rates by 38%.
• The Micro influencer Effect: Gen Z's trust in traditional celebrity endorsements has plummeted, with only 23% reporting they trust such recommendations. Instead, micro influencers with niche expertise and authentic voices command extraordinary influence.

Identity and Inclusivity

• Gender-Fluid Beauty Mainstreaming: The rigid gender categorization of beauty products has been rendered obsolete by Gen Z's fluid approach to gender expression. In 2025, the market for gender-neutral beauty products has expanded by 37% year-over-year.
• Shade Range Revolution: The "Fenty Effect" continues to reverberate through the industry, with consumers expecting extensive shade ranges as standard. Brands that fail to offer inclusive color options face immediate criticism.
• Diverse Representation: Perhaps the most profound impact Gen Z has had on beauty is the redefinition of beauty standards themselves. This generation has championed inclusive representation across gender, ethnicity, body type, and age.

Sustainable Beauty Practices

Social Media's Beauty Impact

• Beauty content creators with 10,000-50,000 followers generate 4.2x higher engagement rates than mega-influencers
• "Get Ready With Me" formats remain the most influential content type, driving 52% of beauty product discoveries
• 65% of Gen Z consumers report making a beauty purchase based on a TikTok recommendation in the past month
• Micro influencer partnerships now represent an average of 41% of beauty marketing expenditure, up from 28% in 2023
• Live shopping events featuring beauty influencers regularly generate millions in sales within hours

Tech-Driven Personalization

• AI Beauty Advisors: AR-powered skin analysis tools can diagnose skin concerns with 91% accuracy. AI recommendation engines analyze thousands of user-generated images to suggest personalized product matches.
• Virtual Consultations: Virtual consultations with AI beauty advisors have increased by 78% year-over-year. Leading brands like L'Oréal and Estée Lauder have developed proprietary AI systems that track changes in skin condition over time.
• Custom Formulation Technologies: In-store custom foundation blending stations have appeared in 65% of luxury beauty retailers. Direct-to-consumer brands now offer at-home skin analysis tools that connect to custom formulation services.
• Adaptive Subscriptions: Subscription services utilizing continuous feedback loops refine product formulations with each delivery, creating truly personalized beauty regimens.
• Ingredient Transparency: Gen Z's expectation for personalized beauty experiences has driven significant technological innovation in providing detailed ingredient information and benefits.

Final Word

The beauty industry of 2025 bears little resemblance to that of even five years ago. Gen Z's influence has transformed not only product formulations and marketing approaches but the fundamental values underpinning the industry.

Brands that wish to remain relevant must embrace authenticity, sustainability, inclusivity, and technological innovation. Those that fail to align with Gen Z's values risk obsolescence in an increasingly competitive market.

As Gen Z's purchasing power continues to grow, their influence will only strengthen, likely pushing the industry toward even greater transparency, personalization, and purpose-driven practices. For beauty brands, understanding and adapting to these shifting expectations isn't merely advantageous, it is essential for survival in the new beauty landscape shaped by Generation Z. What beauty trends have you noticed changing in recent years? Share your thoughts in the comments below!