Gen Z is spending more on skincare than makeup. Young people are trading in masked perfection achieved from layers of foundation, concealer, and highlighter for long lasting, radiant skin. According to a study from Klarna, 18-24-year-olds spend more on skincare than previous generations, and Klarna sees the trend as a shifting focus for prioritizing minimalism and healthy skin when it comes to beauty. Also found in the study, Gen Z’s biggest consideration when shopping for beauty products is “natural, non-toxic ingredients.” YPulse’s beauty and personal care research shows that 63% of young females say the Coronavirus crisis has made them more comfortable with not wearing makeup. While young shoppers haven’t totally ditched their love for makeup, it’s clear that Gen Z is prioritizing products that aid the natural appearance of their skin when it comes to beauty. (WWD, Premium Beauty News)
