For Gen Z, beauty is about expression, not awareness. This paradigm shift is transforming business and the beauty/fashion industries altogether. According to Euromonitor, Gen Z’s perception of beauty differs from other gens (even Millennials) in that they value “inner confidence, being comfortable in their own skin, and embracing themselves” as true beauty. To young consumers, self care equals beauty and “skin health, gut health, and mental health are major aspects” of what they are prioritizing. For example, the fragrance industry has largely relied on sex appeal in their campaigns but now they are marketing more of a focus on “scent profiles, self comfort, and mindfulness.” YPulse research shows that 65% of Gen Z say they spend more money on skincare than makeup. (Fortune)
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