Beauty brands targeting Gen Z (consumers born between 1997 and 2012) are becoming increasingly popular. They have adapted to the way the younger generation is relating to beauty. Indeed 50% of Gen Z females say that they never wear makeup and 52% admit they have been wearing even less makeup since the Coronavirus crisis began, according to Pulse Beauty and Personal Care report. Many brands are thus offering skincare products rather than makeup, to better fit with this generation’s demands. Let’s have a look at 5 Gen Z brands to know about :
Kinship combines wellness with science-led skincare to create affordable, clean, high-performance, consciously-packaged and cruelty-free products. All the products contain what the brand calls the Kinbiome complex, a proprietary blend said to promote the balance of your skin microbiome and barrier.
TikTok influencer Addison Rae launched her own beauty brand Item Beauty made of 6 makeup products. All six products are formulated using a mix of botanical, plant-based extracts and dermatologist-tested, science-backed ingredients that are good for the skin. The brand shortly ventured into skincare with new products added to the line a few months later.
Olamide Olowe and Claudia Teng, both in their 20s, launched Topicals in August 2020 with two products : Like Butter, a hydrating mask, and Faded, a gel to help minimize hyperpigmentation and brighten skin. The brand uses “medicated botanicals” tailored to treat chronic skin conditions. Mixing natural ingredients like licorice root and colloidal oatmeal along with other synthetic ones like niacinamide and azelaic acid, Topicals aims to fit with all skin types and tones.
C’est Moi is a US clean beauty brand sold at Target, Walmart and CVS Pharmacy. It is EWG Verified and Cruelty-Free. C’est Moi products are specifically formulated for young, delicate skin types. The brand creates gentle products for fresh faces, providing a simple, clean and safe solution to help soothe, protect and balance the skin.
Bubble, a D2C skin-care company created “with teens, for teens,” is all about adolescence. The seven-product lineup focuses on natural ingredients that attend to the causes or side effects of acne, like willow bark (a balancing agent, which salicylic acid is derived from) and rosewater (which acts as a toner). The brand also comes approved by Hyram Yarbro, the face of massively popular @skincarebyhyram and so-called “Gen Z whisperer.