- 12.11
Get Glowing and Go for Gen Z
Author: Marinela infante
As the beauty landscape continues to evolve, one thing is clear: Gen Z is at the forefront of this transformation. I’m sure you’ve heard it already…this generation is known for championing self-expression, authenticity, and wellness, and these core values are what is reshaping what beauty means today. If beauty brands want to capture the hearts and minds of these trendsetters, they need to take a fresh approach. It’s time to get glowing and go for Gen Z.
Glow Goals
For Gen Z, self care is a serious priority. Beauty routines have shifted from conforming to societal standards, to prioritising wellness, and instead of trying to emulate A-list celebrities, they are celebrating natural beauty. In fact, skincare has become the cornerstone of many Gen Zers’ beauty rituals. A report by Business Insider reveals that 43% of Gen Z prioritise skincare over makeup. Products with skincare benefits built in—like foundations with hydrating properties or lip colours with SPF—are a huge draw. Whether they’re tackling acne, striving for that coveted glass skin ‘glow’, or are simply indulging in a self-care sesh, this generation values products that deliver great results and make them feel good. Brands need to stop giving Gen Z the ick, and highlight meaningful benefits beyond surface-level appeal in their messaging to stay relevant and connect with this influential audience.
Beauty in the details
The appeal of a beauty product lies not only in what it is, but also in the experience it offers —and the magic often lies in the details. Aesthetic packaging and thoughtfully designed beauty displays can elevate a simple product into a social media sensation, giving Gen Z ample reason to snap, share, and showcase their latest beauty discovery. This type of shareworthy packaging goes beyond just looking good; it’s an organic PR tool that lets brands tap into authentic, user-driven promotion. When aesthetically pleasing design is paired with sustainable materials, it strikes an even deeper chord, hitting the sweet spot with Gen Z’s strong commitment to eco-friendly practices. Style with substance all in one package.
Starface Launches a Constellation of Acne Stickers for Gen Z.
“Beauty routines have shifted from conforming to societal standards, to prioritising wellness, and instead of trying to emulate A-list celebrities, they are celebrating natural beauty.”
Starface: Pimple Patches and Peer Power
So how can beauty brands effectively tap into Gen Z’s interests? The answer lies in student marketing. Take Starface, for example, a brand that makes pimple patches with fun, starshaped designs. Starface has nailed its Gen Z appeal by promoting skin positivity (because, let’s face it, acne is real) and encouraging customers to wear their patches proudly, as part of their self-expression. Students loved sharing their skincare journeys and proudly showing off their Starface patches, transforming them into more than just patches to cover their blemishes—they became a fashion accessory. Featured in countless TikTok “Get Ready With Me” videos for school and university, these playful stickers quickly became a staple in students’ routines. The result? Starface evolved into a cult favourite and a market leader in the pimple patch space, proving the undeniable impact of peer-driven student marketing and the brand’s ability to seamlessly integrate into Gen Z’s daily lives.
What This Means for Beauty Brands: Glow up and Show up
Gen Z wants to see relatable individuals, not polished celebrities, engaging with brands that reflect their values and lifestyles. The key is to let them take the reins in the conversation. By harnessing the power of student marketing, brands can connect with authentic voices and experiences, crafting campaigns that resonate on a personal level. This generation has a strong radar for sussing out inauthenticity and isn’t swayed by traditional advertising tactics. Instead, they crave genuine content, and they want to see themselves reflected in the brands they choose. Beauty brands need to embrace authenticity in every facet of their marketing, from relatable ambassadors to creative branding that speaks to Gen Z #GlowUpandShowUp.