What beauty brands are targeting Gen Z?

Born between 1995 and 2012, Generation Z is now the most influential demographic in beauty. As this tech-native, socially conscious, and trend-savvy generation continues to shape consumer behavior, brands have been racing to capture their attention — and more importantly, their loyalty.

But Gen Z doesn’t fall for flashy marketing. They value authenticity, transparency, inclusivity, and sustainability. They want beauty brands that don’t just sell — they want brands that stand for something.

In this article, we dive deep into the beauty brands that are successfully targeting Gen Z, how they’re doing it, and what makes them click with a generation that’s rewriting the rules of skincare and makeup consumption.

1. e.l.f. Cosmetics – Affordable, Accessible, and Always Trending

Why Gen Z loves it:

Budget-friendly
100% cruelty-free and vegan
Fast to market with viral trends
Strong TikTok presence (remember the Halo Glow filter frenzy?)

e.l.f. has brilliantly positioned itself as the ultimate Gen Z brand. By combining affordability with quality and a killer online game, it’s earned major street cred among teens and young adults.

From the Power Grip Primer (a viral dupe of Milk Makeup) to collabs with Twitch and Chipotle, e.l.f. knows how to play in Gen Z’s digital playground.

2. Glossier – Minimalist, Cool-Girl Skincare with a Cult Following

Why Gen Z loves it:

Clean, dewy aesthetic
“Skin first, makeup second” philosophy
User-generated content and community-driven growth

Glossier’s success lies in how relatable and interactive it feels. It built a brand that speaks directly to Gen Z’s love for authenticity and natural beauty.

The “you, but better” aesthetic appeals to Gen Z’s preference for skinimalism, and the brand’s Instagrammable packaging doesn’t hurt either.

Products like:

Boy Brow
Milky Jelly Cleanser
Cloud Paint blush

…are all must-haves in a Gen Z starter kit.

3. Rare Beauty by Selena Gomez – Mental Health Meets Makeup

Why Gen Z loves it:

Founded by a Gen Z icon
Prioritizes mental health advocacy
Focus on self-acceptance over perfection

Selena Gomez struck a chord with Gen Z through Rare Beauty by positioning it as more than makeup — it’s a movement for self-compassion.

Rare Beauty is all about celebrating natural features, and products like the Soft Pinch Liquid Blush and Positive Light Highlighter are not just viral — they’re award-winning.

Plus, the Rare Impact Fund donates a portion of profits to mental health services, which resonates deeply with a generation that values purpose-driven brands.

4. The Ordinary – Ingredient Transparency That Gen Z Craves

Why Gen Z loves it:

Ingredient-first branding
Clinical results at low cost
No-fuss, no-frills transparency

Owned by DECIEM, The Ordinary rose to popularity by cutting through the noise. Instead of vague claims, it provides straightforward formulas with clear active ingredients and concentrations.

Gen Z loves the:

Niacinamide 10% + Zinc 1%
AHA 30% + BHA 2% Peeling Solution
Hyaluronic Acid 2% + B5

It’s like skincare school in a bottle — perfect for a generation that wants to understand what they’re putting on their skin.

5. Fenty Beauty & Fenty Skin – Inclusive from Day One

Why Gen Z loves it:

Founded by Rihanna (massive Gen Z appeal)
Focus on inclusivity with 50+ shades
Gender-neutral marketing

Fenty changed the beauty game by doing what no other major brand had done before: truly represent all skin tones and identities.

Fenty Skin is clean, simple, and universally appealing, while Fenty Beauty champions bold individuality.

Gen Z values representation, and Fenty delivers it authentically.

6. Youth to the People – Sustainable Superfood Skincare

Why Gen Z loves it:

Vegan, clean, and sustainably sourced
Packaging made from recycled materials
Superfood ingredients that feel fresh and effective

From the Kale + Green Tea Cleanser to the Adaptogen Moisture Cream, YTTP’s formulas are rooted in wellness, a major trend among Gen Z.

They’re also deeply committed to environmental activism and community outreach, checking all of Gen Z’s ethical boxes.

7. Bubble Skincare – Made Specifically for Gen Z

Why Gen Z loves it:

Created with teens and young adults in mind
Colorful, recyclable packaging
Clear, step-by-step routines

Bubble was developed with direct input from Gen Z consumers, making it one of the most relevant brands in the category.

It simplifies skincare into an approachable, affordable routine that’s:

Dermatologist-backed
Free from common irritants
Cruelty-free and non-toxic

Products like Slam Dunk Moisturizer and Fresh Start Gel Cleanser are teen favorites.

8. Topicals – Real Skin, Real Talk

Why Gen Z loves it:

Tackles skin conditions like eczema and hyperpigmentation
Focuses on real skin, not flawless ideals
Celebrates POC representation

Topicals’ marketing is raw, real, and educational. They’re not trying to cover up skin conditions — they’re trying to destigmatize them.

The best-selling Faded Serum (for dark spots) and Like Butter Mask have become cult favorites, especially among Gen Z with melanin-rich skin.

9. Florence by Mills – Millie Bobby Brown’s Teen-Centric Brand

Why Gen Z loves it:

Created by a Gen Z icon (Stranger Things star)
Gentle, clean formulas are ideal for beginners
Aesthetic packaging and fun vibes

Florence by Mills speaks directly to younger Gen Z, especially those just starting their beauty journey.

With pastel packaging, dolphin motifs, and soft fragrances, the brand’s skincare and makeup line feels fun, safe, and friendly.

Plus, it’s vegan, cruelty-free, and affordable — triple win.

10. Tower 28 Beauty – Safe for Sensitive Skin and Ultra Cool

Why Gen Z loves it:

Designed for sensitive and acne-prone skin
Certified clean at Sephora
Inclusive, disability-friendly packaging

Tower 28 makes makeup and skincare that’s as cool as it is calming. It blends performance with play — like their BeachPlease Luminous Tinted Balm and SOS Daily Rescue Spray, which have both gone viral on TikTok.

The brand’s founder, Amy Liu, created it out of her struggle with eczema, and the authentic story resonates with Gen Z.

11. Dieux Skin – Science-First Skincare with a Reusable Twist

Why Gen Z loves it:

Refillable eye masks (goodbye waste!)
Transparent about every ingredient and cost
Doctor-developed

Dieux Skin is minimal, smart, and honest. Their viral Forever Eye Mask became a symbol of conscious luxury, and their moisturizers and serums follow a clinical-meets-conscious formula.

It’s the go-to for Gen Zers who want science-backed skincare without feeling like they’re being marketed to.

12. Tula Skincare – Probiotics, Inclusivity, and Colorful Branding

Why Gen Z loves it:

Probiotic-based formulas (hello gut-skin connection)
Bright, bold branding
Focus on skin confidence over perfection

Tula blends fun, feminine branding with skin-positive messaging. Their “Filter Primer” went viral for its glow-up effect, and Gen Z loves that the brand partners with diverse creators of all sizes and skin types.

13. Milk Makeup – Bold, Fun, and Gender-Inclusive

Why Gen Z loves it:

Vegan and cruelty-free
Multi-use sticks for easy routines
Embraces weird, wild, and free

Milk Makeup is playful, colorful, and unapologetically itself, just like Gen Z.

From their Hydro Grip Primer to the Cooling Water Stick, every product feels like a TikTok-ready beauty moment.

And their stance on gender inclusivity and body positivity makes them a Gen Z favorite.

Honorable Mentions: More Brands Crushing It with Gen Z

Good Molecules – Transparent formulas at unbeatable prices
Cocokind – Sustainable, gentle skincare that tells you exactly what’s in the bottle
InnBeauty Project – Fun, bright, high-impact skincare with Gen Z flair
Drunk Elephant – Trendy luxury with clean, high-performance ingredients (though slightly pricier)
Glow Recipe – Korean beauty meets TikTok aesthetic (who doesn’t love the watermelon glow?)

The Secret Sauce: What Makes a Brand Gen Z-Approved?

If you’re wondering what the unifying theme is among these brands, here’s what makes them click with Gen Z:

Transparency – No lies, no fluff, just facts.
Inclusivity – Every identity, skin tone, and condition is welcome.
Accessibility – Affordable prices and widespread availability.
Eco-consciousness – Recyclable, refillable, and sustainable.
Digital-First – Strong presence on TikTok, Instagram, and YouTube.
Purpose-Driven – Mental health, activism, and community involvement.

Gen Z is redefining beauty through the lens of truth, identity, and impact. They don’t want to fit into outdated ideals — they want to celebrate realness and rewrite the rules.

Beauty brands that are listening, evolving, and showing up with authenticity are already winning. The rest? They’ll either adapt — or fade away.

In this digital, hyper–connected, and socially conscious era, Gen Z is not just a target audience. They’re the future of beauty. And they expect brands to show up, not just on shelves