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We curate the Gen Z news for you every weekday.

Anua launched a new campaign film centered on KPop Demon Hunters.

Jun 15 2026

Anua launched a new campaign film centered on KPop Demon Hunters. The K-beauty brand is building off its February KPop Demon Hunters collection with the launch of “Gonna Be Glowin,” an immersive music video produced by popular K-pop music video directors. The campaign centers the brand’s SPF products and is inspired by the movie’s girl group HUNTR/X, filled with references to the viral movie and its soundtrack by blending animation with real-world shots. Entertainment has become an effective strategy for K-beauty brands that want to get in front of Western Gen Z audiences. K-beauty has already been embraced by Gen Z around the world—YPulse data shows Asian beauty products remain the top trend in Gen Z’s eyes year after year. But young people’s engagement and infatuation with KPop Demon Hunters gives these brands yet another fresh cultural bridge to reach even more. (Beauty Packaging)

Millennial and Gen Z politicians want to fix the U.S. housing market.

Jun 15 2026

Millennial and Gen Z politicians want to fix the U.S. housing market. Rising housing costs are a top worry for young people—and young politicians are keeping that issue at the top of their campaigns to court their peers’ votes. For example, 27-year-old Providence, Rhode Island mayoral candidate David Morales regularly preaches about creating affordable neighborhoods in the city. And while the majority of older politicians tend to be homeowners, many younger lawmakers are renters, which makes them more relatable and potentially feel more trustworthy. (See: Zohran.) YPulse data shows that moving out and buying a home are taking longer than many young people expect, especially because of financial constraints and the high cost of living. By also living through these major milestones getting delayed due to finances, young politicians are uniquely positioned to appeal to young voters. (NYT)

Some Gen Z is choosing vintage activewear over modern styles.

Jun 15 2026

Some Gen Z is choosing vintage activewear over modern styles. For years, matching workout sets with distinctive brand logos have been the norm—mostly for young women—in the gym, at workout classes, or for running errands. Now, some young people are turning to older brands or buying secondhand pieces that emulate the Y2K workout gear vibe (i.e., track shorts, vintage Nike tops, and neon sports bras). Archival activewear brand Rummage Stretch has taken note of the shift, which founder Isabella Oday says stems from a mix of young people craving personal style that stands out and nostalgia. Gen Z running influencer Jenna Litner has embraced Y2K-inspired eclectic workout looks—like vintage jerseys layered over turtlenecks—and posts her outfits on Instagram and TikTok, where she has built a combined following of nearly 170K people. (Grazia)

👀 Read more from YPulse: The Real Appeal of Secondhand Shopping to Gen Z

As YPulse has been writing about for years… Gen Z is making thrifting cool again.

Jun 11 2026

As YPulse has been writing about for years… Gen Z is making thrifting cool again. According to a report by Bank of America, thrift transactions are up 22% from last year. ThredUp also reports the secondhand market doubled between 2020 and 2025, and young shoppers looking for quality for less are driving the boom. They also report that 62% of Gen Z shopped secondhand last year. Inflation is a huge contributing factor: consumer prices have risen 25% in the last five years, coinciding with the rise of secondhand marketplaces. YPulse’s Gen Z’s Resale & Thrift Shift report investigated secondhand as Gen Z’s shopping norm and found that price is absolutely the driving force behind their interest in resale. (NBC News)

👀 Read more from YPulse: The Real Appeal of Secondhand Shopping to Gen Z

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