Gen Z & the beauty industry in the United States - statistics & facts

The skin care routine trend: a Gen Z favorite

In the past few years, skin care trends have taken over the internet: beauty influencers and make-up artists share their secrets about skin care routines and review the newest products on the market. Moreover, with the outbreak of the COVID-19 pandemic and the use of face masks, skin care has started to replace make-up, and became essential for people’s self-care. The United States is the most lucrative region for the skin care market, generating over 18 billion U.S. dollars in revenue in 2021, with face care as its most successful segment. Although millennials are the most serious about their skin care routines, Gen Z shoppers are the ones that purchase skin care products the most. According to the results of a recent survey, 38 percent of Gen Z participants stated that their average spend on a single skin care product was between 21 and 50 U.S. dollars. CeraVe and The Ordinary can be found among Gen Z’s favorite skin care brands and are the most followed skin care brands on TikTok.

Brand values and new priorities

Despite their early age, zoomers are very invested when it comes to current issues, whether they are related to society or the environment. Sustainability has become a major purchase criterion for beauty shoppers belonging to this generation, which also considers diversity and inclusion as extremely important. Cruelty-free products are chosen by around 50 percent of Gen Z consumers, and an interest in vegan beauty and in natural products had recently been observed. Brand values and responsibilities play a significant role for Generation Z and highly influence their purchasing habits, and for this reason, beauty brands are expected to meet these needs more and more.

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