Clean beauty brands are using TikTok “cults” to reach Gen Z. Kosas teamed up with infamous TikTok cult Stepchickens and its “leader” Melissa Ong to launch a giveaway campaign to reach young customers. After Ong promoted the giveaway in a video, the brand’s account was “flooded” with comments of support from Stepchicken members. The response shows how clean beauty is becoming more popular among Gen Z and Millennials, who care about sustainability, but still want “cool” and bold makeup products. Clean beauty retailer Credo Beauty, which stocks Kosas, has been increasing its Gen Z-focused offerings in recent months, adding Innbeauty, Kinship, and CBD brand WLDKAT to its roster. While the company says their core base is still 28-34-year-olds, they’re expecting a dramatic shift toward Gen Z customers “over the next three years.” (Glossy)
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