Description

Providing the most comprehensive and up-to-date information and analysis of the US Gen Z Beauty Consumer market including the behaviors, preferences, and habits of the consumer.

Generation Z consists of an array of young consumers at different stages of life, making them a key audience across most beauty categories. The COVID-19 pandemic caused many Gen Z consumers to spend more time at home and put added effort into simple, day-to-day rituals. Since last year, both Gen Z teens and adults report spending more time experimenting with their routines and watching product tutorials, suggesting that although routines have been disrupted by the pandemic, Gen Z consumers continued to stay engaged in the space. To help Gen Z consumers navigate this stressful period, brands have the opportunity to innovate wellness-focused solutions that target both physical and mental health.

Read on to discover more about the US Gen Z Beauty Consumer consumer market, read our Diversity and Inclusivity in Beauty – US – January 2021 report, or take a look at our other Beauty And Cosmetic Industry research reports.

Quickly understand

  • The impact of COVID-19 on Gen Z beauty consumers.
  • TikTok’s influence on Gen Z beauty consumers.
  • What a penchant for affordable brands means for premium players.
  • How wellness-focused messaging resonates with Gen Z consumers.
  • Gen Z beauty trends, and Gen Z beauty influencers.

Covered in this report

Brands include: TikTok, The Ordinary, The Inkey List, Colgate-Palmolive, Headspace, YSL Beauty, Kaja Cheeky Stamp Blendable Blush, Gucci Beauty, CeraVe, L’Oréal, Zara, Givenchy, Nintendo, Tatcha, Chillhouse, Starface, Topicals, Billie, Selfless, e.l.f. Cosmetics, EM Cosmetics, NYX Professional Makeup, Tetris, Cocokind, Olay, Stryke Club, Treslúce Beauty, YouTube, Instagram, Facebook, Humanrace, Dove Men, DECIEM, Seventh Rebel, Ace of Air, Crete, Youthforia, Replica.

Expert analysis from a specialist in the field

This report, written by Clare Hennigan, a leading analyst in the Beauty sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Gen Z consumers dictate beauty trends, making them a key audience for brands in the beauty space. In spite of the challenges brought on by the pandemic, Gen Z consumers remained engaged in the space by experimenting with their routines and following beauty trends and influencers across social media platforms.

Once the threat of the pandemic wanes, typical routines will fall back into place. A continued focus on self-care and a desire for fun creates opportunities for brands to bring emotive benefits into product design and messaging.
Clare Hennigan - Senior Beauty Analyst
Clare Hennigan

Senior Beauty Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
    • Economic and other assumptions
    • COVID-19: US context
  2. Executive Summary

    • Key trends among Gen Z beauty consumers
    • Gen Z consumers know who they are, and they expect brands to target innovation to meet their needs
    • Gen Z wants to be seen as savvy, not extravagant
    • TikTok is now the top-cited resource Gen Z adults use to learn about beauty
    • Target innovation to Gen Z by bringing convenience and emotive benefits into product design
    • Generation Z is straddling adulthood
      • Figure 1: Share of population, by generation, 2021
    • Impact of COVID-19 on Gen Z beauty consumers
      • Figure 2: Short-, medium- and long-term impact of COVID-19 on Gen Z beauty, 2021
  3. Target Audience – Key Takeaways

    • Gen Zs represent nearly 18% of the US population
    • Gen Z is the most racially diverse generation to enter adulthood
  4. Gen Z by the Numbers

    • Gen Zs represent nearly 18% of the US population
    • Impact of COVID-19:
    • What’s the “next normal” for Gen Z?
      • Figure 3: Share of population, by generation, 2021
    • Who are Gen Z beauty consumers?
    • Gen Z wants you to know, they are NOT Millennials
      • Figure 4: Gen Z vs Millennials makeup tutorial
    • …But not all Gen Z consumers are the same
      • Figure 5: TikTok – “cheugy” makeup looks
    • Gen Z consumers know who they are and expect brands to target innovation to meet their needs
      • Figure 6: TikTok – E-Girl Makeup
      • Figure 7: TikTok – Soft Boy transformation
    • COVID-19: US context
  5. Market Factors

    • Gen Z enters the workforce
    • Gen Z wants to be seen as savvy, not extravagant
      • Figure 8: Median household income, by age of householder, 2019
    • Gen Z is the most diverse generation to enter adulthood
      • Figure 9: Distribution of generations, by race and Hispanic origin, 2021
    • Despite being digitally native, Gen Z still shops more in-store
      • Figure 10: Purchase channel, Gen Z adults, 2021
    • Gen Z, anxiety and the rise of cosmetic services
    • Boost confidence with cosmetics designed for online use
    • Work to dismantle the notion that consumers need to look good 24/7 by showcasing realistic portrayals of beauty
    • Offer complementary products to cosmetic treatments
  6. Companies and Brands – Key Takeaways

    • Disrupters: brands that focus on wellbeing and bring convenience into product design
    • Expand reach by tapping into gaming audiences
  7. Competitive Strategies

    • Disrupters: Brands that focus on wellbeing and bring convenience into product design
      • Figure 11: Instagram post – Chillhouse
      • Figure 12: Instagram post – Co.Colgate
    • TikTok takes off
      • Figure 13: Use TikTok to learn about beauty, 2020 and 2021
    • Expect more mission-based marketing to appeal to Gen Z
    • Brand spotlight – positive impact:
      • Figure 14: Selfless by Hyram – Social impact pillars
  8. Market Opportunities

    • Renovate communication strategies to align with Gen Z values
    • Expand reach by tapping into gaming audiences
    • Gen Z-ify your brand
    • Looking forward
  9. The Consumer – Key Takeaways

    • Priorities shift with age
    • Teens rely on personal connections, adults on digital networks
    • Gen Z adults are willing to invest in high-quality products
    • Build on men’s increased involvement with health-focused solutions
    • Encourage creativity without sacrificing convenience
    • Gen Z adults seek relaxing routines
  10. Beauty Routines

    • Teens are still experimenting, Gen Z adults have more established routines
      • Figure 15: Select beauty routines, teen vs adult Gen Z, 2021
    • Include parents in brand communication efforts to reach teen boys
      • Figure 16: Instagram Post – Stryke Club
      • Figure 17: beauty routines, Gen Z teens, by gender, 2021
    • Hispanic consumers demonstrate strong engagement in makeup routines
      • Figure 18: Treslúce Beauty
      • Figure 19: Beauty routines, Gen Z adult, by race and Hispanic origin, 2021
  11. Resources for Learning about Beauty

    • Teens rely on personal connections, adults on digital networks
      • Figure 20: Resources for learning about beauty, teen vs adult Gen Z, 2021
    • Engage men by partnering with influencers outside of beauty
      • Figure 21: Resources for learning about beauty, Gen Z adult, by gender, 2021
    • Celebrate Black culture by exploring the intersection of identities
      • Figure 22: Instagram Post – Dove Men + Care
      • Figure 23: Resources for learning about beauty, Gen Z teen, by race and Hispanic origin, 2021
  12. Shopping Behaviors and Trade-Up Motivators

    • Gen Z teens are dependent on their parents for purchases
      • Figure 24: Shopping behaviors, Gen Z teen, 2021
    • Gen Z adults seek results
      • Figure 25: Gen Z – Claims, attributes and benefits sought – across select beauty categories
      • Figure 26: Trade-up motivators, Gen Z adults, 2021
    • Clean beauty is evolving
    • Encourage trade-ups with eco-friendly and customizable products
      • Figure 27: Instagram post – Cardi B
      • Figure 28: Trade-up motivators, Gen Z adults, by race Hispanic origin, 2021
  13. Changes in Behavior

    • COVID-19 transformed routine tasks into self-care experiences
      • Figure 29: Instagram post – Seventh Rebel
      • Figure 30: Changes in Behavior – More, Gen Z teen vs adult, 2021
    • Build on men’s increased category involvement with health-focused solutions
      • Figure 31: Select changes in behaviors – More, Gen Z adults, by gender, 2021
  14. Attitudes toward Beauty and Personal Care

    • Gen Z adults want to stand out, teens are split
      • Figure 32: Instagram post – CRETE
      • Figure 33: Select attitudes toward beauty and personal care, Gen Z teen vs adult, 2021
    • Reach Hispanic consumers by communicating brand values
      • Figure 34: Select attitudes toward beauty and personal care, Gen Z adults, by race and Hispanic origin, 2021
  15. Benefits Sought

    • Teens seek easy, fast and fun routines
      • Figure 35: Instagram Post – Youthforia
    • Gen Z adults seek relaxing routines
      • Figure 36: Benefits sought – any rank, Gen Z teens vs adults, 2021
  16. Appendix – Data Sources and Abbreviations

    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
    • Terms
  17. Appendix – The Consumer

      • Figure 37: TURF Analysis – Trade up motivators, Gen Z adults, 2021
      • Figure 38: Table – TURF Analysis – Trade up motivators, Gen Z adults, 2021
    • Methodology

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