Kinship
In This Article
WhenGlossierarrived on the beauty scene in 2012, it took the industry by storm.
However, Glossier is not the first beauty company to suffer due to its loosening grip on younger generations.
In September 2021, Becca Cosmetics, one of the leading beauty brands, shut its doors.
Kinship
Despite its $80+ million in sales, the challenges posed by the pandemic led to its downfall.
This group of consumers constantly challenges traditional beauty standards and is hyper-aware of brands' sustainability and morality.
“Buying power always lands on the youngest consumers.”
The desire for cleaner makeup and skincare products has continued to surge among the Gen Z demographic.
“Gen Z doesn’t just care about the product,” Popkin says.
“They ultimately want to purchase things that make them feel good.
Innovation
In 2020, Fiona Chan launchedYouthforia.
Chan’s understanding of Gen Z’s affinity for creativity andinnovationhas allowed Youthforia to thrive during these unprecedented times.
The brand quickly gained traction for its clever development of beauty products that double as skincare.
“We always make a run at make products that have never existed beforelike color-changing blush oil.
My passion for seeing these products come to life fuels me.”
Diversity
Gen Z is the mostracially and ethnically diverse generation yet.
Because of this, Gen Z expects to see this level of diversity reflected in the beauty industry.
“Diversity should be the baseline,” 25-year-oldbeauty influencer Yuri Londonsays.
“We shouldn’t have to ask for brands to include more shades in their foundation.
We shouldn’t have to ask for fuller bodies with fuller face shapes to be represented in their campaigns.
It should just happen because not everyone looks the same.”
Brands like Youthforia that genuinely prioritize inclusivity strike a chord with younger audiences.
“Diversity is at the core of how we think about product development,” Chan says.
Visually, we show our customers a range of people.
We strive to ensure they see someone that looks like them.”
“The things it’s possible for you to’t see are equally important to us,” Haljun says.
She says: “I look for transparency in their marketing.
I love to see the behind-the-scenes of creating a product.
I also look for their ability to learn from their mistakes and admit when they’ve messed up.”
Authenticity and Impact
“Gen Z values authenticity,” Chan notes.
“They love connecting with brands that align with their values.”
It’s no longer enough for brands to simply produce viral products or amass a hefty social presence.
Their impact outside the beauty industry is of paramount concern to younger generations.
