A 26-year-old heritage skincare brand is “sparking a new dialogue with Gen Z.” For Paula’s Choice, who has been around since 1995, most of their customers consisted mainly of Gen Z’s parents and grandparents. But while reaching new customers can be challenging for legacy brands, they’ve been able to reposition themselves in the beauty market and start reaching Gen Z as well. According to the brand, they were confident their “smart, safe beauty philosophy” and emphasis on “transparency and science-backed, environmentally friendly skincare” paired with affordability would interest Gen Z. Thanks to Reddit and TikTok, they’ve become “one of the most talked-about” beauty brands, and Reddit was the driving force behind selling over 10K units of their 25% AHA 2% BHA Exfoliant Peel within a few days. (Forbes)
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