What Gen Z Wants: Clean Skincare & Minimal Makeup
Gen Z is redefining beauty priorities: skincare now leads, makeup takes a back seat. They favor clean, ingredient-transparent formulas and minimalist looks. Below, you’ll see data, comparisons, and real brand examples that back up these trends.
1. Skincare vs. Makeup: Market Trends & Consumer Behavior
1.1 Skincare dominates the beauty market
| Segment | Approx. Share of Global Beauty Market* | Notes / Trend |
|---|---|---|
| Skincare | ~ 40–42 % | Skincare now accounts for ~40% of total beauty revenue. (Cropink) |
| Cosmetics / Makeup | ~ 20 % | Makeup (color cosmetics) contributes about one-fifth of the market. (Medihair) |
| Hair Care & Others | ~ 22–24 % | Hair care is second largest in many breakdowns. |
* Based on recent market reports and aggregated sources
This skew shows that beauty consumers (including Gen Z) are directing more spending toward skincare than makeup.
Another angle: in the UK market, makeup revenue reached ~USD 3.17 billion in 2023, yet skincare pulled ahead with USD 4.48 billion — clearly leading.
McKinsey forecasts that skincare will continue growing about 6% annually in coming years, driven partly by younger consumers. (McKinsey & Company)
Thus, from both market share and growth rate perspectives, skincare is stronger and more future-facing.
1.2 Gen Z’s preferences: data snapshots
| Metric / Behavior | Gen Z % / Value | Interpretation |
|---|---|---|
| Prioritize affordability when buying beauty | 55 % | Price still matters—even among value-conscious youth. (Attest) |
| Willing to pay more for sustainable/ethical beauty | 56.2 % | A strong segment cares about values and sourcing. |
| Discover beauty products via social media | 62 % | Most Gen Z shoppers learn about beauty via social platforms. (Global Cosmetic Industry) |
| Purchases based on influencer recommendation | 90 % | Influencers carry huge weight in their decisions. |
From Tinuiti’s survey: 62 % of Gen Z beauty shoppers discovered a product on social media and purchased it within a year; in contrast, only 19 % of baby boomers did the same.
So, not only are they favoring skincare, they are discovering products digitally and via influencers at much higher rates than past generations.
2. Why Gen Z Chooses Clean Skincare & Minimal Makeup
Below are some of the core drivers, supported with data and examples, illustrating why these trends are not just fads.
2.1 Ingredient transparency & “clean beauty” awareness
A study of Millennials and Gen Z in Korea examined how consumers perceive “clean beauty.” It found that younger consumers assign high importance to safety, ethical attributes, and sustainability as part of the “clean” label.
In global markets, the clean beauty market is rising fast, projected to reach USD 22 billion by 2024. Skincare holds the lion’s share in that space.
Thus, Gen Z expects more than just a pretty package — they demand clarity about what’s inside and how it was made.
2.2 Minimalism & multifunctionality
Gen Z favors simpler routines and products that “do more with less.” Rather than stacking 10 items, they’d prefer 2–3 multifunctional ones.
Case example: CeraVe
CeraVe’s popularity among Gen Z stems partly from its dermatologically backed, clean formulas and no-frills approach. The brand leaned into TikTok and skincare education — helping it become a go-to for younger consumers. (House of Marketers)
Case example: TikTok performance campaign
A skincare brand used a TikTok campaign (creator-led), and achieved a CPC of USD 0.08 vs. a guaranteed CPC baseline of USD 0.25. Video completion rates for Gen Z audiences hit 96 %. (Strike Social)
This confirms that minimal, value-driven messaging resonates strongly with this demographic.
2.3 Values-driven choices & sustainability
We saw earlier that over half (56 %) are willing to pay more for sustainable or ethically sourced products.
Brands that integrate purpose and sustainability authentically tend to earn more loyalty. For example, some brands choose refillable packaging, recycled materials, or transparent sourcing.
Case example: Virtual engagement & immersive experience
One Gen Z–beloved beauty brand partnered with Napster to create a 360° virtual workshop. The results:
+204 % increase in session time vs. conventional e‑commerce
+182 % higher conversion rates
~7 % conversion rate from the virtual store itself
This shows that Gen Z values experiences that align with brand identity and interaction — not just transactions.
3. Visualizing the Shift
3.1 Skincare vs. Makeup Spend Ratio (Hypothetical Example)
Let’s imagine a Gen Z consumer’s monthly beauty spend:
| Category | Before (2018) | Now (2025) | Change |
|---|---|---|---|
| Makeup / Color Cosmetics | 60 % | 30 % | –50 % |
| Skincare (serums, creams, treatments) | 30 % | 55 % | +83 % |
| Others (hair, body, nails) | 10 % | 15 % | +50 % |
Though hypothetical, this reflects the trend seen in market data: makeup share is shrinking while skincare grows.
3.2 Priorities in Product Selection
Ranking of attributes Gen Z cares about (by importance):
Safety / non-toxic formulation
Transparency / clear ingredient lists
Value / price-performance
Brand ethics / sustainability
Lightweight / breathable texture
This ordering aligns with survey data and trends across markets.
4. Implications for Brands: Focus Areas & Strategy
4.1 Position skincare-first, even for color cosmetics
Even when launching makeup, frame it around skin benefit (hydration, barrier support). Encourage routines where makeup feels like an add-on, not a mask.
4.2 Build transparency into marketing
Show real ingredient lists, explain why each was selected, and publish sourcing stories or third-party testing when possible.
4.3 Embrace agile launches & limited drops
Gen Z responds well to novelty — seasonal launches or capsule collections can sustain interest. Use feedback loops to refine products quickly.
4.4 Invest in digital experience & community
Use AR try-ons, quizzes, personalization tools. Create immersive campaigns like the virtual workshop case. Partner with creators who build trust, not just reach.
4.5 Embed sustainability & ethics
Make eco-design, refillability, and ethical sourcing part of your DNA. Consumers—especially Gen Z—see this as non-negotiable.
5. Real-World Brand Cases
CeraVe: As mentioned, by emphasizing dermatologist-backed formulas, transparency, and straightforward messaging, it became a standout among younger consumers.
TikTok campaign success: The skincare CPC & engagement stats (USD 0.08 CPC, 96% video completion) show how creator-driven, minimal messaging can outperform traditional approaches.
Virtual 360° experience: With the Napster-partnership brand, the boosted session time and conversion metrics highlight how Gen Z craves immersive brand interaction beyond just buying.
Rhode brand acquisition: Rhode, a Gen Z–favored beauty brand launched in 2022, was acquired by e.l.f. Beauty in 2025 for USD 1 billion, showing how strong brand narrative + Gen Z appeal can create high value.
Final Thoughts
When you combine market-level shifts (skincare’s dominance), consumer-level data (Gen Z’s values and behaviors), and brand-level success stories, a clear picture emerges: Gen Z is investing more in skin health than surface glam.
To reach them, your brand needs to deliver clean formulations, transparent storytelling, minimalist aesthetics, and digital-first experiences. Backed by data, real cases, and authentic connections, you won’t just ride the trend — you’ll lead it.
Recent Post
