While Millennials swooned over Glossier, Gen Z beauty brands are making sure they don’t make the DTC brand’s mistakes.

While Millennials swooned over Glossier, Gen Z beauty brands are making sure they don’t make the DTC brand’s mistakes. Known for their Millennial pink packaging, DTC strategy, and Instagrammable aesthetic, Glossier (which recently laid off 80 employees and has been experiencing internal conflict throughout the pandemic) is losing status among young consumers as new, Gen Z-focused brands deliver on accessibility, transparency, and representation. According to the co-founder and president of skincare brand good light, selling in retail stores has been vital to reaching Gen Z because accessibility matters to them, something that made Glossier seem unattainable and thus unattractive. Meanwhile, brands that bring a sense of collectivism for fighting climate change and other social issues are also winning among this generation because “Gen Z expects the brands they purchase to share in their values and not be silent.” Young consumers’ skincare knowledge has also evolved, and they want high-quality products that are not only aesthetically pleasing but come with a sense of purpose. (Beauty Matters)