Gen Z is transforming the beauty industry, bringing a new set of expectations and values. With a strong emphasis on wellness, transparency, and authenticity, they expect brands to align with their principles and engage with them on a deeper level. Beauty brands that understand how to foster genuine connections with this generation will stand out. In a world where social media reigns supreme, beauty brands must go beyond simply showcasing products; they must build trust and create communities.
4 Strategies to Earn Trust with Gen Z Beauty Shoppers is essential for any brand looking to capture this generation’s attention and loyalty. Here are the key approaches that beauty brands should consider to succeed:
1. How Can Beauty Brands Win Over Gen-Z on Social Media?
Gen Z spends an average of 2.5 hours per day on platforms like TikTok and Instagram, driving trends and shaping the conversation. For beauty brands, it’s no longer enough to simply market products. Gen Z demands authenticity, transparency, and education. They expect brands to engage with them meaningfully, using social media as a platform for conversation rather than just product promotion. Establishing genuine relationships with content creators and influencers who align with the brand’s values can help build trust with Gen Z consumers.
4 Strategies to Earn Trust with Gen Z Beauty Shoppers involve leveraging these social media platforms to create an ongoing dialogue, not just a one-way advertising funnel. This allows brands to connect with their audience, earn credibility, and build long-term loyalty.
2. Wellness is the New Glow-Up.
For Gen Z, beauty and wellness are inseparable. Skincare has shifted from quick fixes to a focus on prevention and long-term health. This trend is hugely visible on TikTok, where #SkinTok has garnered over 19.4 billion views, showing just how much Gen Z values skin health. They are keen on products that promote long-term results rather than offering instant gratification.
The rise of skin streaming—a trend where users simplify their skincare routines to just a few multi-benefit essentials—illustrates Gen Z’s desire for streamlined, efficient beauty. They want products that are effective and deliver on their promises without overwhelming their skin.
4 Strategies to Earn Trust with Gen Z Beauty Shoppers means aligning your brand with the wellness values that matter most to them. Educating your audience on how your products contribute to long-term skin health and wellness can resonate with this conscious generation.
3. Engage, or Be Forgotten.
Unlike previous generations, Gen Z thrives on active participation. They don’t just want to watch—they want to create and share. TikTok challenges like the #GlowUpChallenge (with 59.1 billion views) allow users to showcase their beauty transformations, tapping into their desire for self-expression and community. Beauty brands that encourage this kind of engagement, such as Fenty Beauty’s ShowUsYourFenty campaign, see stronger loyalty and a more inclusive connection with their audience.
Interactive campaigns, branded hashtags, and user-generated content (UGC) all help build a vibrant community around your brand, making your audience feel like they’re part of something bigger.
4 Strategies to Earn Trust with Gen Z Beauty Shoppers involves creating experiences that invite participation, turning customers into brand advocates and fostering a sense of belonging.
4. Express Yourself, Boldly.
Gen Z views beauty as a key form of self-expression, reflecting their identity and individuality. They are more open to experimentation and less concerned with traditional beauty norms. Trends like #EuphoriaMakeup (1.5 billion views) and #AltMakeup (156 million views) showcase their willingness to experiment with bold, unconventional styles. Beauty for Gen Z is not just about looks; it’s about making a statement and expressing who they are.
Fragrance, too, plays a significant role in self-expression for Gen Z. The rise of #ScentTok, which has over 11 billion views, reveals how this generation is exploring scent layering and personalization to create unique identities through fragrance.
To connect with Gen Z, beauty brands must embrace and encourage self-expression. Allowing room for individuality and celebrating diversity in beauty products is key.
The Takeaway
To earn the trust of Gen Z, beauty brands must prioritize wellness, transparency, and inclusivity, creating interactive and community-driven content that speaks to their values. Educating on wellness, sharing ingredient stories, and encouraging user participation through campaigns like Glossier’s #GlossierPink can help foster trust. 4 Strategies to Earn Trust with Gen Z Beauty Shoppers revolve around embracing these values—creating authentic, personalized experiences where Gen Z feels seen, heard, and valued. Beauty is about authenticity and self-discovery for Gen Z, and brands that understand this will earn their loyalty.
