Gen Z and the world of beauty

Born between 1997 and 2007, Generation Z grew up alongside the internet, smartphones, and social networks. They have only ever known a hyper-connected, globalized society that moves at breakneck speed. Their consumption habits and core values reflect this environment: they are less idealistic, more digitally integrated, and driven by entirely new priorities. Faced with these consumers of tomorrow, beauty brands must swiftly adapt to meet their quest for authentic meaning and evolving reference points.

As a rapidly expanding sector, the beauty market is undergoing profound changes that mirror broader societal transformations: clean beauty, ethical production, eco-conscious consumption, digital-first habits, and fluid gender identities. To thrive in this highly competitive landscape, brands must cultivate a deep, nuanced understanding of these young consumers and their exact expectations.

For this study, we interviewed Gen Z beauty enthusiasts across 5 distinct global markets. Our analysis focuses primarily on the French market 🇫🇷, using it as a benchmark to compare and contrast trends with youth in the United Arab Emirates 🇦🇪, India 🇮🇳, the United States 🇺🇸, and China 🇨🇳.

This analytical deep dive decodes:

• What budget does Gen Z allocate to their beauty purchases, and which shopping channels do they prioritize?
• What are their main goals and concerns when it comes to beauty?
• To what extent do brand reputation and product formulation influence their purchasing decisions?
• Which influencers have the strongest impact, and what type of content do they consume?
• Which beauty brands have the highest top-of-mind awareness and recognition?