If there’s one demographic that has turned the retail world on its head, it’s Gen Z. Raised in a fully digital world and shaped by economic, environmental, and social challenges, Gen Z is rewriting the rules of consumerism. They aren’t just looking for products—they’re looking for experiences, values, and authenticity.
Whether it’s skincare, makeup, fashion, or tech accessories, Gen Z’s product preferences come with purpose. They support brands that align with their ethics, speak their language, and embrace innovation. So what exactly are these products? What makes Gen Z add to cart—and what makes them abandon it?
Let’s explore the categories, qualities, and examples of products that are capturing Gen Z’s hearts (and wallets) across industries.
1. Skincare: Gentle, Functional, and Ingredient-Focused
Gen Z is arguably the most skincare-savvy generation to date. Their preferences are influenced by:
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Skintellectual trends on TikTok
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Dermatologist-backed tips
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Personal skin concerns (like acne, sensitivity, oiliness)
What they look for:
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Clean, minimal ingredient lists
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Fragrance-free or gentle formulas
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Multitasking products (like SPF + moisturizer)
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Actives like niacinamide, salicylic acid, and ceramides
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Brands that emphasize skin barrier repair and hydration
Popular Gen Z Skincare Products:
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CeraVe Foaming Cleanser
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The Ordinary Niacinamide 10% + Zinc 1%
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e.l.f. SKIN Holy Hydration Face Cream
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Glow Recipe Watermelon Dew Drops
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Bubble Skincare Slam Dunk Moisturizer
These products appeal because they’re accessible, affordable, and deliver visible results without the fluff.
2. Makeup: Natural, Expressive, and Social Media-Friendly
Gen Z doesn’t treat makeup as a mask—they use it as a tool of self-expression. From no-makeup makeup looks to bold graphic liners, the range is wide and unapologetic.
What they prioritize:
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Lightweight, breathable formulas
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Multi-use makeup sticks
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Cream blushes and tints over powders
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Viral, aesthetic packaging
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Inclusive shade ranges for all skin tones
Popular Gen Z Makeup Products:
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Rare Beauty Soft Pinch Liquid Blush
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Glossier Boy Brow
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Tower 28 Tinted Sunscreen Foundation
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e.l.f. Halo Glow Liquid Filter
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Maybelline Sky High Mascara
Gen Z shops makeup that’s not only cute and compact but photogenic—perfect for IG selfies and TikTok tutorials.
3. Haircare: Scalp Health, Texture Love, and Minimalism
Haircare is booming among Gen Z, particularly because of their interest in scalp care and embracing natural textures.
What appeals most:
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Sulfate- and silicone-free shampoos
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Products for curly and textured hair
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Scalp scrubs, serums, and masks
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Hair oils for shine and repair
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Heatless styling tools and accessories
Trending Gen Z Hair Products:
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OUAI Scalp & Body Scrub
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Not Your Mother’s Curl Talk Line
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Mielle Rosemary Mint Oil
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Kitsch Satin Heatless Curlers
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Briogeo Don’t Despair, Repair! Mask
Gen Z wants haircare that respects their natural hair and enhances it, not one-size-fits-all smoothing formulas.
4. Gender-Neutral and Inclusive Products
Gen Z has broken down traditional gender walls, especially in beauty and fashion. They actively seek out gender-inclusive or unisex products.
Characteristics of Gen Z-favored gender-neutral products:
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Minimalist, clean packaging
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Fragrance options like sandalwood, cedar, citrus (vs hyper-feminine florals)
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Campaigns featuring diverse models
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Avoiding binary language like “for men” or “for women”
Brands Doing This Right:
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Humanrace by Pharrell Williams
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Malin + Goetz
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Fluide Beauty
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The Ordinary
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Byredo’s gender-neutral fragrances
To Gen Z, products should be for skin and hair types—not for gender stereotypes.
5. Eco-Friendly and Sustainable Products
Environmental consciousness is non-negotiable for many Gen Z shoppers. They actively avoid wasteful, non-sustainable products—even if the price is lower.
What makes a product eco-appealing to Gen Z:
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Recyclable or refillable packaging
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Plastic-free shipping options
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Ethically sourced ingredients
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Carbon-neutral certifications
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Cruelty-free and vegan formulations
Favorite Sustainable Picks:
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Ethique Solid Shampoo Bars
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REN Clean Skincare
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Biossance Squalane + Vitamin C Rose Oil
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Dieux Skin Forever Eye Masks
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Plaine Products (refillable beauty line)
For Gen Z, environmental values are a product feature — not a bonus.
6. Wellness & Mental Health-Driven Products
This generation views beauty and health as holistic. Skincare is self-care. A good product isn’t just effective—it’s emotionally supportive.
Products they love in this category:
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CBD-infused balms or mists
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Aromatherapy rollers or stress-relief sprays
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Affirmation-based packaging (e.g., “You are enough”)
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Mood-based skincare or body care routines
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Journaling kits + skincare bundles
Trending Brands:
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Selfmade (skincare rooted in mental wellness)
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Happy Dance CBD by Kristen Bell
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Florence by Mills Mind Glowing Peel-Off Mask
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Love Wellness Supplements
This emotional connection is what transforms a cleanser from a routine item to a ritual Gen Z won’t skip.
7. TikTok-Viral and Social Media Products
Gen Z’s discovery process is social-first. If a product goes viral on TikTok, chances are it’ll be out of stock within hours.
Examples of TikTok hits:
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Drunk Elephant D-Bronzi Drops
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e.l.f. Power Grip Primer
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Glow Recipe Dew Drops
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Essence Lash Princess Mascara
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Laniege Lip Sleeping Mask
These aren’t always luxury products—but they’re packaged for visual appeal, demonstrated by trusted influencers, and hyped with real before/after results.
Social validation is just as powerful as clinical trials in Gen Z’s eyes.
8. Affordable Yet Aesthetic Everyday Items
Gen Z loves a good deal—but also a good aesthetic. They gravitate toward:
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Drugstore finds that feel luxury-lite
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Aesthetic packaging for vanity displays
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Trendy multipacks (like lip gloss trios)
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Mini versions for trial and travel
Examples:
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e.l.f. Putty Blushes
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ColourPop Eyeshadow Palettes
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Tree Hut Sugar Scrubs
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Dr. Jart+ Cicapair Minis
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Pacifica Underarm Detox Wipes
Affordability + good design = a formula for instant Gen Z approval.
9. Fashion & Accessories: Expressive, Ethical, and Customizable
While this article focuses on beauty, fashion and accessories also reveal Gen Z’s product values.
Products that win:
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Secondhand & vintage fashion (Depop, ThredUp)
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Gender-fluid clothing lines
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Jewelry with meaning (like evil eye charms or astrology)
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Reusable bags, phone charms, aesthetic tech accessories
They shop for vibe and values, not just brand names.
10. Tech-Integrated Products
Digital natives expect a seamless connection between their tech and product experience.
Examples:
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Smart mirrors that analyze skin
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Apps that scan ingredients
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QR codes on products leading to tutorials or sustainability info
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Augmented reality try-ons (e.g., Sephora Virtual Artist)
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Beauty subscription boxes tailored by AI
Brands that integrate tech elevate their products into an interactive, educational journey, and Gen Z loves that.
Gen Z is more than a demographic—they’re a movement. They want performance, ethics, expression, and value—all in the same product. They’re not here for fake promises or surface-level beauty. They want brands to meet them with transparency, purpose, and relevance.
Whether it’s a $7 lip tint or a $50 serum, a product that appeals to Gen Z must:
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Work (with results they can feel and see)
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Represent who they are (or want to be)
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Align with their values (ethics, sustainability, diversity)
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Be shareable (because they’re not keeping it a secret!)
For brands and creators alike, understanding what products appeal to Gen Z isn’t just smart—it’s essential for staying ahead in the ever-changing world of beauty and lifestyle.
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