The beauty world never sits still. One week, it’s someone declaring it’s a sardine skin  summer again, the next it’s all about partless ponytails. Scroll on socials, and you’ll find endless videos of Gen Z girls filming skincare and makeup routines, product empties, and beauty product hauls—all influencing what everyone else buys next. Brands in this industry are competing in one of the most crowded spaces for Gen Z’s attention. Young consumers have more choices than ever, and they’re constantly weighing recommendations from friends, creators, and their own favorite brands before deciding which brands are worth adding to their routine...