Forget everything you thought you knew about beauty shopping—Gen Z has flipped the script. This digitally-native generation is creating its own trends, driven by real-time connection, cutting-edge tech, and individuality. Their beauty journey starts with a scroll, dives into AI-driven skin analysis, and comes to life through AR try-ons—all seamlessly woven into platforms they already use. For Gen Z, beauty isn’t just a product; it’s a statement, a value system, and a constantly evolving experience.

A Generation That Shops with Purpose

Gen Z is a powerhouse in the skincare industry, accounting for 35% of total website traffic and driving an 85% engagement rate, according to Revieve’s latest data. However, this generation isn’t just shopping—they’re actively shaping the market. Their demand for transparency, ethical responsibility, and innovation, forces brands to rethink everything from product development to marketing.

The Social-First Shopping Revolution

Social platforms aren’t just places for connection—they’re the new storefronts. TikTok, Instagram, and Snapchat serve as Gen Z’s go-to beauty advisors, with 58% of shoppers making skincare purchases based on social media recommendations. Traditional advertising no longer resonates; instead, they seek interactive content, from AR try-ons to peer-driven product reviews.

Sustainability & Transparency Take Center Stage

Gen Z expects ethical and sustainable choices. Ingredient transparency influences 81% of their purchasing decisions, while 72% seek multi-functional skincare solutions. Terms like “fragrance-free” and “organic” are now the standard. This generation scrutinizes labels, expecting brands to uphold their values.

AI-Powered Personalization is a Game Changer

Gen Z craves hyper-personalized beauty experiences, embracing AI-driven skincare consultations and virtual try-ons. Brands using AI and AR see a 30% boost in engagement, proving that tailored digital experiences are the future of beauty retail.

Winning Gen Z’s Loyalty

Success in today’s beauty industry isn’t just about selling great products—it’s about creating an immersive, values-driven experience. Brands that embrace technology, sustainability, and omnichannel engagement will not only capture Gen Z’s attention, but also secure their loyalty for years to come.

About the Author

Irina Mazur is Chief Product and Marketing Officer, Revieve. She currently serves as the Chief Product and Marketing Officer at Revieve, a beauty technology company that empowers brands and retailers to deliver personalized, AI-driven beauty and wellness experiences.