Every generation brings a wave of change to the beauty industry. But none have reshaped the skincare space quite like Gen Z.
Born between the mid-1990s and early 2010s, Gen Z is the most digitally-savvy, socially conscious, and hyper-aware generation in beauty history. Unlike previous generations, who relied on glossy magazines and celebrity endorsements, Gen Z is educated by TikTok, guided by Reddit threads, and loyal to influencers who prioritize realness over perfection.
But what exactly does this generation want from their skincare? Why are they shifting away from the 12-step K-beauty routines and favoring minimalist regimens instead? And what makes them choose one brand over another?
This comprehensive guide dives deep into what Gen Z is looking for in skincare, highlighting key trends, behaviors, and expectations that are rewriting the rules of beauty — one transparent, inclusive, and eco-friendly product at a time.
1. Transparency: The #1 Skincare Non-Negotiable
If there’s one value that dominates Gen Z’s skincare expectations, it’s transparency.
Gen Z doesn’t just want to know what a product does — they want to know:
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What’s in it (and why)?
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Where does it come from?
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How it’s tested, and
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Who’s behind the brand?
They question everything:
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Is this ingredient safe for sensitive skin?
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Why is alcohol in a moisturizer?
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Was this tested on animals?
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Is this truly “clean” or just marketing fluff?
Brands like The Ordinary, Cocokind, and Versed have gained loyalty by listing ingredients plainly, using accessible language, and being upfront about what the product can — and can’t — do.
For Gen Z, brands that hide behind vague terms or greenwashing don’t stand a chance.
2. Simplicity & Skinimalism: Less Is More
Long gone are the days of 10- or 12-step skincare routines — Gen Z is embracing “skinimalism.”
This trend focuses on:
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Fewer products with more impact
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Multi-use products (like moisturizers with SPF or serum-foundation hybrids)
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Prioritizing healthy, glowing skin over makeup masking
Why the shift?
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Overuse of products has led to more skin irritation
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Rising awareness of overconsumption and waste
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A desire to simplify beauty routines and embrace natural skin
TikTokers and influencers are showing off their #NoMakeupDays with pride, flaunting dewy skin and a pared-back skincare shelf.
Key takeaway: Gen Z isn’t impressed by the size of your skincare collection — they care about how intentional and effective each product is.
. Ingredients That Work (And They Know Their Acids!)
Gen Z is incredibly ingredient-savvy. They’ve done their homework and they talk actives like pros.
Some popular ingredients that Gen Z looks for include:
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Niacinamide – brightens and reduces inflammation
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Salicylic acid – fights acne and unclogs pores
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Hyaluronic acid – boosts hydration
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Azelaic acid – evens tone and soothes irritation
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Ceramides – protect the skin barrier
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Bakuchiol – a natural alternative to retinol
They also avoid ingredients like:
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Alcohol (drying)
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Essential oils (potential irritants)
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Fragrance (often a no-go for sensitive skin)
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Coconut oil (pore-clogging for some)
What sets Gen Z apart is their critical approach — they don’t blindly trust product claims. They cross-reference reviews, consult ingredient databases, and read INCI lists like nutrition labels.
4. Affordability Without Sacrificing Quality
Unlike Millennials, who grew up with luxury skincare and Sephora hauls, Gen Z is budget-conscious — but not at the expense of performance.
They are willing to:
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Spend more on key products like SPF or serums
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Try drugstore dupes if the ingredients and results are comparable
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Avoid overhyped luxury items unless there’s clinical evidence to support their claims
Affordable but effective brands Gen Z loves include:
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The Inkey List
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The Ordinary
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CeraVe
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e.l.f. SKIN
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BYOMA
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Bubble Skincare
For Gen Z, price must reflect value, and empty promises don’t make it into the cart.
5. Cruelty-Free & Vegan Beauty Is a Must
Gen Z is passionate about animal welfare and planet-conscious living, so it’s no surprise that cruelty-free and vegan certifications are high on their skincare checklist.
For this generation:
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Animal testing is a hard no.
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They prefer brands that are certified cruelty-free (Leaping Bunny, PETA).
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Many also opt for vegan products, avoiding animal-derived ingredients like beeswax, lanolin, or collagen.
In fact, Gen Z is known to boycott brands that sell in countries requiring animal testing or those owned by corporations with unethical practices.
Popular cruelty-free brands among Gen Z:
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Youth to the People
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KraveBeauty
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Glossier
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Herbivore Botanicals
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Tower 28
6. Sustainability & Eco-Friendly Packaging
Environmental concerns are front and center for Gen Z.
They demand that brands:
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Reduce plastic packaging
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Offer recyclable or refillable options
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Use biodegradable ingredients
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Offset carbon footprints
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Avoid unnecessary outer packaging
Brands like REN Clean Skincare, Plaine Products, and Dieux Skin have gained Gen Z’s respect for leading the charge in sustainable skincare.
More than just green marketing, Gen Z expects actionable efforts — and they’re not afraid to call out greenwashing online.
7. Inclusivity: All Genders, All Skin Tones, All Types
Gen Z champions diversity and representation. For them, skincare isn’t just about clear skin — it’s about identity, visibility, and community.
They support brands that:
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Show real people (not just airbrushed models)
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Represent diverse ethnicities, ages, genders, and skin conditions
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Offer products for all skin tones and types
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Create gender-neutral packaging and marketing
Skincare is no longer pink-for-girls and blue-for-boys. Gen Z embraces skincare as for everyone.
And with gender fluidity rising in the beauty space, they flock to brands like:
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Fenty Skin (inclusive marketing and unisex appeal)
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Malin + Goetz (gender-neutral branding)
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Humanrace by Pharrell Williams
8. Skincare-as-Self-Care: A Mental Health Ritual
Skincare isn’t just physical for Gen Z — it’s emotional. Many see their routines as:
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A form of self-care
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A break from screen time
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A way to manage anxiety or stress
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A confidence boost
This emotional connection is why Gen Z often shares GRWM (Get Ready With Me) videos, showing skincare routines as calming, feel-good moments.
They gravitate toward brands that promote mental wellness, affirmations, and body positivity.
Gen Z believes beauty isn’t about looking perfect — it’s about feeling safe, seen, and soothed.
9. Skincare Goes Viral: The TikTok Effect
Social media is the skincare playground of Gen Z, especially TikTok and Instagram Reels.
They follow influencers, estheticians, and dermatologists who:
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Break down complex info into short, digestible videos
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Try on products in real-time
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Share before-and-after results
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Debunk myths (like Dr. Shah, aka @dermdoctor)
Viral trends shape their purchases, such as:
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Slugging (sealing skin with occlusives)
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Skin cycling (rotating active ingredients)
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The “glass skin” or “cloud skin” aesthetic
Brands that go viral on TikTok often sell out overnight, because Gen Z doesn’t just watch; they act.
10. The Rise of Skincare Education
More than any generation before them, Gen Z wants to understand skincare, not just follow it blindly.
They seek:
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Derm-backed advice
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Science-first content
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Product comparison videos
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Ingredient deep dives
They are more likely to:
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Follow skincare subreddits
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Watch esthetician TikToks
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Compare scientific studies on ingredients
Education equals empowerment for Gen Z, and brands that educate rather than oversell are winning.
Final Thoughts: Gen Z Is Changing Skincare for Good
Gen Z is not just another consumer demographic. They are thoughtful, conscious, bold, and values-driven. They don’t care about flashy ads or paid endorsements — they want proof, purpose, and authenticity.
From TikTok trends to sustainability standards, Gen Z is reshaping the entire skincare landscape. Brands that listen, adapt, and align with their values will thrive. Those that resist? They’ll be left in the beauty aisle dust.
For this generation, skincare is not a luxury — it’s a lifestyle rooted in awareness, inclusivity, and empowerment.
And that’s a beautiful thing.
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