Gen Z is unlike any other generation America has seen. For the first time, according to Pew, Research Center, nearly half of Gen Z individuals identify as non-white – with one in four Gen Zers being Hispanic, 14% Black, and 6% Asian, which is higher than previous generations. This diversity significantly impacts consumer habits. They seek beauty and haircare products that cater to a wide range of skin tones, hair textures, and specific beauty needs, from skin concerns common among Black and Hispanic individuals to products that celebrate cultural heritage. This broad spectrum of representation drives Gen Z’s preference for inclusive brands that cater to every shade.

Additionally, they are digitally native and more comfortable with technology being an integrated, fluid part of their lives. They have no issues or concerns engaging with new platforms and new devices—and welcome the benefits that technology can bring them.
So how will this group influence the American Beauty Industry?

Gen Z: Redefining Beauty and Haircare Purchase Patterns

Gen Z, born between the late 1990s and early 2010s, is the first fully digital-native generation, embracing technology in nearly every aspect of their lives, including shopping habits.  We should also acknowledge that Gen Z lived through Covid 19 – when a great deal of the United States was sheltering in place for months, and in some regions, years – eliminating the traditional brick-and-mortar shopping that previous younger generations have enjoyed both as a social experience and in-person purchasing. This cohort ranges in age from early teens to early twenties, making them a powerful influence on the beauty and haircare industry. Known for their socially conscious, authenticity-driven choices, Gen Z is transforming traditional purchasing patterns in beauty and haircare.

Online vs. In-Store Shopping Preferences

Gen Z has largely grown up with e-commerce as the rule, and while they do prefer online shopping for its ease, they also appreciate the in-store experience, especially in beauty and haircare. A report from IBM and the National Retail Federation found that 67% of Gen Zers are omnichannel shoppers, valuing in-store visits for trying products, getting immediate feedback from beauty consultants, and enjoying a social shopping experience with friends. However, online shopping dominates, with many Gen Z consumers depending on product reviews, social media influencers (TikTok and YouTube have huge Gen Z followings), and virtual try-on features to make confident purchases without needing to enter a store. Brands that offer seamless online experiences with free shipping, returns, and digital personalization features stand out to this group.

Influences on Purchasing Behavior

Social media plays a central role in Gen Z’s beauty and haircare purchasing decisions, with platforms like TikTok, Instagram, and YouTube as key hubs for beauty inspiration, tutorials, and product reviews. Influencers who are seen as authentic and relatable have considerable sway over Gen Z’s purchasing choices. Unlike previous generations who may have followed celebrity endorsements, Gen Z prefers “micro-influencers” or “nano-influencers” who appear genuine and relatable. This generation is less likely to be influenced by traditional advertising and more so by peer recommendations and user-generated content.

Additionally, Gen Z’s emphasis on transparency and ethical practices impacts their shopping behavior. They prefer brands that prioritize sustainability, cruelty-free practices, and transparency in ingredient sourcing. According to First Insight, Gen Z is willing to pay more for sustainable products than other generations. They are also well-informed about the potential harm of certain ingredients in beauty products and often choose brands that are transparent about their formulations and avoid parabens, sulfates, and other potentially harmful additives. They “walk their talk” spending money on products that cater to their values.

Product and Brand Preferences

Gen Z’s diverse racial makeup also means they seek a broad range of beauty products, especially those that address distinctive skin tones and hair textures. They prioritize brands that reflect inclusivity and offer products like tinted moisturizers with SPF for different skin tones, curl-defining creams for various hair types, and color cosmetics that work on a spectrum of complexions. Brands like Fenty Beauty, Rare Beauty, and Curls have resonated well with Gen Z’ers by emphasizing inclusivity and authenticity.

Moreover, as mental health awareness grows, so does Gen Z’s interest in self-care and “skinimalism”—a trend focused on minimal, high-quality skincare routines rather than layers of makeup. Haircare trends like protective styling and natural hair care also resonate deeply with Gen Z consumers, who value products that maintain the health and integrity of their hair.

As the Gen Z consumer continues to grow in spending power, beauty and haircare brands must continue to adapt to their preferences for authenticity, transparency, inclusivity, and diversity. Digital engagement, influencer partnerships, and inclusive, sustainable products are non-negotiables for this generation. Whether shopping online or in-store, Gen Z demands an experience that aligns with their values, reshaping beauty and haircare for a more inclusive and conscious future.

About the Author:

Ms. Elenita (Elle) Morris is Chief Marketing Officer at Olberding Brand Family, stewards of consumer-packaged goods brands since 1919, partnering with brands on brand strategy and design, packaging, digital adaptation and pre-media and platemaking.  She is a recognized consumer packaged goods brand design thought-leader with particular expertise in beauty, haircare and skincare. Follow Elle Morris on LinkedIn.

Photo: Jacob Lund/ Shutterstock.com