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Covered in this report

Throughout this report, references to ‘BPC and grooming products’ denote items from the following categories:

  • Deodorants
  • Facial skincare
  • Fragrances (including body sprays)
  • Shaving and hair removal products
  • Hand and body products, including skincare
  • Colour cosmetics
  • Haircare
  • Hair styling products
  • Hair colourants

“Generation Z are defining their own parameters of beauty and are not looking for external validations for their appearance. Self-expression is essential to this group, who are already involved in their BPC routines at a young age and buying their own products. Whilst much is speculated about the influence of bloggers, Gen Z are much more likely to trust their peers and family, pointing to their being mini-influencers in their own right. When it comes to BPC, ethical considerations are essential to this demographic, who are willing to leave a brand they think is unethical altogether, even calling it out on social media.”
– Roshida Khanom, Category Director BPC

This Report looks at the following areas:

  • Gen Z are driven by ethics
  • Rejection of traditional norms

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
        • Mintel generation definitions
        • Executive Summary

            • The market
              • A small but influential group
                • Figure 1: Generation structure of the UK population, 2018 (projected)
              • Companies and brands
                • Brands challenge the norms
                  • The consumer
                    • Appearance is important
                      • Figure 2: Importance of appearance, June 2019
                    • Beauty is from within
                      • Figure 3: Definition of beautiful, June 2019
                    • Usage of BPC products is high
                      • Figure 4: Usage of beauty and grooming products, by gender, June 2019
                    • Gen Z buy for themselves
                      • Figure 5: Purchase of beauty and grooming products, June 2019
                    • Friends/family are influential
                      • Figure 6: Trusted sources of beauty information, by gender, June 2019
                    • Self-expression is essential
                      • Figure 7: Attitudes towards beauty and grooming, June 2019
                    • Values are important
                      • Figure 8: Beauty and grooming behaviours, June 2019
                    • What we think
                    • Issues and Insights

                      • Gen Z are driven by ethics
                        • The facts
                          • The implications
                            • Rejection of traditional norms
                              • The facts
                                • The implications
                                • The Market – What You Need to Know

                                  • Small in number
                                    • Similar but different to Millennials
                                      • Sensible spenders
                                        • The influence of friends
                                          • Social media is a concern for parents
                                          • Market Drivers

                                            • Small in number but growing in influence
                                              • Figure 9: Generation structure of the UK population, 2018 (projected)
                                            • Generation X vs Baby Boomers
                                              • Spending aspirations are high…but sensible
                                                • Figure 10: How generation Z would spend £1,000, by age, June 2018
                                              • Friends are important
                                                • Figure 11: Sources of style inspiration amongst Generation Z, June 2018
                                              • Girls follow bloggers
                                                • Figure 12: Sources of hairstyle inspiration amongst Generation Z, by gender, June 2018
                                              • Parents worry about social media…
                                                • Figure 13: Parents’ attitudes towards social media influencers and role models, July 2018
                                              • …however social media can be a tool for good
                                              • Companies and Brands – What You Need to Know

                                                • Colour cosmetics gives self-expression
                                                  • Embracing imperfections
                                                    • Challenging the norms
                                                      • Promoting ethics
                                                        • 2019 sees social media drama
                                                        • Innovation and Marketing Activity

                                                          • Express yourself
                                                            • Figure 14: Example of MAC Cosmetics launch promoting artistry, 2019
                                                            • Figure 15: Ezra Miller for Urban Decay’s ‘pretty different’ campaign, 2019
                                                          • Embracing imperfections
                                                            • Figure 16: Gucci beauty campaign, 2019
                                                            • Figure 17: Example of faux freckle product launch, 2019
                                                          • Challenge accepted
                                                            • Focusing on ethics
                                                              • Beware of the backlash
                                                                • Social media drama
                                                                • The Consumer – What You Need to Know

                                                                  • Beauty is from within
                                                                    • Trends don’t define beauty
                                                                      • Facial skincare is not a priority
                                                                        • Gen Z are involved in purchase decisions
                                                                          • What are friends for?
                                                                            • Appearance and identity are connected
                                                                              • Values are essential
                                                                              • Attitudes towards Appearance

                                                                                • Appearance is important
                                                                                  • Figure 18: Importance of appearance, June 2019
                                                                                • Beauty is confidence and self-expression
                                                                                  • Figure 19: Definition of ‘being beautiful’, by gender, June 2019
                                                                                • Trends don’t define beauty
                                                                                  • Figure 20: Beauty is about being proud of your heritage, by area, June 2019
                                                                              • Usage and Purchase of BPC Products

                                                                                • Facial skincare is a low priority
                                                                                  • Figure 21: Usage of beauty and grooming products, by gender, June 2019
                                                                                • Boys experiment with hair colour and makeup
                                                                                  • Purchase responsibility is high
                                                                                    • Figure 22: Purchase of beauty and grooming products, June 2019
                                                                                  • Boys are involved in purchase
                                                                                    • Figure 23: Purchase of beauty and grooming products by self, by gender, June 2019
                                                                                • Sources of Information

                                                                                  • Friends/family have the biggest influence
                                                                                    • Figure 24: Trusted sources of beauty information, by gender, June 2019
                                                                                  • Traditional expertise is trusted
                                                                                  • Attitudes towards Beauty and Grooming

                                                                                    • It’s all about self-expression
                                                                                      • Figure 25: Attitudes towards beauty and grooming, June 2019
                                                                                    • Challenging the norm
                                                                                      • The pressure is on
                                                                                        • Standing by your values
                                                                                          • Figure 26: Beauty and grooming behaviours, June 2019
                                                                                        • Back to nature
                                                                                          • Trigger happy
                                                                                            • Research is essential
                                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                • Abbreviations
                                                                                                  • Consumer research methodology

                                                                                                  About the report

                                                                                                  This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                  • The Consumer

                                                                                                    What They Want. Why They Want It.

                                                                                                  • The Competitors

                                                                                                    Who’s Winning. How To Stay Ahead.

                                                                                                  • The Market

                                                                                                    Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                  • The Innovations

                                                                                                    New Ideas. New Products. New Potential.

                                                                                                  • The Opportunities

                                                                                                    Where The White Space Is. How To Make It Yours.

                                                                                                  • The Trends

                                                                                                    What’s Shaping Demand – Today And Tomorrow.

                                                                                                  Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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