1.     How Can Beauty Brands Win Over Gen-Z on Social Media?

Gen Z is reshaping the beauty industry, prioritizing wellness, transparency, and authenticity. Spending an average of 2.5 hours daily on TikTok and Instagram, they drive trends and expect brands to align with their values. For beauty brands, great products alone aren’t enough; building trust and community through educational content and genuine partnerships with content creators is essential. Social media is a platform for conversation, not just product showcases, and brands that understand this will win Gen Z’s loyalty.

2.     Wellness is the New Glow-Up.

Gen Z’s approach to beauty is closely linked to wellness, with skincare now focused on prevention and long-term results rather than quick fixes. This is evident on TikTok, where #SkinTok has over 19.4 billion views, reflecting the generation’s commitment to skin health and overall wellness.

A major trend emerging from this is skin streaming, where users simplify their skincare routines to just a few multi-benefit essentials. This trend reflects Gen Z’s desire to streamline and focus on results without overwhelming their skin with too many products.

3.     Engage, or be Forgotten. 

Gen Z thrives on active participation rather than passive observation. TikTok challenges like the #GlowUpChallenge (59.1 billion views) encourage users to showcase their beauty transformations, tapping into their need for self-expression and community involvement. Interactive campaigns like Fenty Beauty’s ShowUsYourFentyboost Gen Z loyalty by fostering engagement and inclusivity. Branded hashtags and user-generated content help create a vibrant community around products.

4.     Express Yourself, Boldly. 

Gen Z sees beauty as a vital form of self-expression, extending beyond aesthetics to encompass identity. On TikTok, trends like#EuphoriaMakeup (1.5 billion views) and #AltMakeup (156 million views) showcase a generation experimenting with bold, unconventional styles influenced by pop culture.

Fragrance plays a crucial role as well, with #ScentTok reaching over 11 billion views as Gen Z explores scent layering and personalized options to express themselves.

The Takeaway.

To connect with Gen Z, beauty brands must prioritize wellness, transparency, and inclusivity through interactive, community-driven content. By educating on wellness, sharing ingredient stories, and encouraging user participation with campaigns like Glossier’s #GlossierPink, brands can build trust and foster self-expression. For Gen Z, beauty is about authenticity and self-discovery—brands that embrace these values will earn their loyalty.

About the Author:

Thomas Silve is a visionary entrepreneur and the founder of CTZAR, established in 2008. As a pioneering agency specializing in social media, influence, and content creation, CTZAR has grown into a significant player under Thomas’s leadership, culminating in its acquisition by The Independents, an international communications group, in June of 2023.

Photo: Tatiana Buzmakova/ Shutterstock.com