Gen Z’s feeds are constantly overflowing with beauty fads; sun-kissed “Scandi girl” looks, cottagecore “berry girl” lip combos, and the more recent silver-hued “ice princess” glam are just a few trends that have come and go in the past year. From adopting viral K-beauty inspired skincare to “blonzing” cheek products, young shoppers are always on the lookout for something innovative in beauty. So, if brands want to be a part of the next big (and potentially lasting) trend, they need to do more than rely on legacy names. Brands need to create products, collabs, and social media content that align with young people’s ever-changing, unique tastes in self-care and beauty. In YPulse’s Personal Care and Beauty Shopping Report, we ask 13-39-year-olds what they think the biggest beauty and skincare trends are right now, and why, as an open-ended question.* Their answers show brands what makes a trend truly captures their attention, whether it’s a product, routine, or a brand itself: Asian beauty products are the top trend according...
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