Gen Z makes up 17% of Europe’s beauty and personal care spend, set to hit 20% by 2029. To stay relevant, brands must align with Gen Z’s values: authenticity, inclusivity, and sustainability. For this generation, beauty is about self-expression and wellness, shaped by both ideals and economic limits. They favor e-commerce but still value in-store experiences. As Gen Z gains financial power, their beauty influence and loyalty will keep evolving
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Gen Z sees beauty as a reflection of their identity and values, prioritising individualism over traditional standards. They demand authenticity, inclusivity and diversity, along with transparency, eco-friendly practices and affordable yet ethical products. Their focus on wellness and self-care goes beyond aesthetics, believing that true beauty is rooted in health, confidence and emotional wellbeing.
For Gen Z, beauty is tied to health, self-acceptance and inner strength, with a preference for flexible, personalised routines. While they embrace beauty as part of a broader wellness journey, they are also highly price-sensitive due to economic challenges. As they enter the labour market, their consumption habits will continue to be influenced by their desire for both affordability and alignment with their values.
Gen Z is highly engaged in both online and in-store beauty shopping. While they value the convenience of e-commerce, they also enjoy in-store experiences for hands-on product testing, expert advice and social shopping with friends. Online shopping dominates their behaviour, with product reviews, social media influencers and virtual try-ons playing a significant role.
As Gen Z continues to enter the workforce and gain financial independence, their increasing purchasing power will further shape the beauty industry. While building loyalty can be challenging for a generation that enjoys experimenting with different brands, those that emphasise efficacy, transparency and a strong social media presence will thrive. In an oversaturated market, beauty brands that align with Gen Z’s values while offering a personalised experience, will build lasting connections and succeed in a highly competitive landscape.
This is the aggregation of baby and child-specific products, bath & shower, colour cosmetics, deodorants, depilatories, fragrances, hair care, men's grooming, oral care, skin care and sun care. Black market sales and travel retail are excluded.
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