The term Generation Z (or zoomer) refers to any person born between 1997 and 2012, following the so called “millennials” generation. This is the generation that was raised with internet and is the newest entry in the job market, making up around 20 percent of the entire population in the United States. Despite being composed mostly of very young people, their average annual household expenditure was estimated to be approximately 36 million U.S. dollars in 2020. With the rise of social media and the increasing digitalization of our world, it comes as no surprise that companies recently shifted their focus on this new generation, given that the group is the most knowledgeable about technology and thus, likely to become aware of current events quickly. In other words, marketing and advertising strategies are now targeting Gen Z, trying to respond to their needs, and attempting to adapt to an ever-evolving digital space. This change of focus can be seen in the cosmetics industry, for example: reaching a revenue of over 14.7 billion U.S. dollars in the United States alone in 2021, this industry is forecast to grow even further by 2026, with Gen Z clearly being its newest trend setter and target audience.
The skin care routine trend: a Gen Z favorite
In the past few years, skin care trends have taken over the internet: beauty influencers and make-up artists share their secrets about skin care routines and review the newest products on the market. Moreover, with the outbreak of the COVID-19 pandemic and the use of face masks, skin care has started to replace make-up, and became essential for people’s self-care. The United States is the most lucrative region for the skin care market, generating over 18 billion U.S. dollars in revenue in 2021, with face care as its most successful segment. Although millennials are the most serious about their skin care routines, Gen Z shoppers are the ones that purchase skin care products the most. According to the results of a recent survey, 38 percent of Gen Z participants stated that their average spend on a single skin care product was between 21 and 50 U.S. dollars. CeraVe and The Ordinary can be found among Gen Z’s favorite skin care brands and are the most followed skin care brands on TikTok.
Brand values and new priorities
Despite their early age, zoomers are very invested when it comes to current issues, whether they are related to society or the environment. Sustainability has become a major purchase criterion for beauty shoppers belonging to this generation, which also considers diversity and inclusion as extremely important. Cruelty-free products are chosen by around 50 percent of Gen Z consumers, and an interest in vegan beauty and in natural products had recently been observed. Brand values and responsibilities play a significant role for Generation Z and highly influence their purchasing habits, and for this reason, beauty brands are expected to meet these needs more and more.
Table of ContentsMarket overviewBeauty brandsSkin careConsumer behaviorDigital behaviorBrand values, sustainability, and diversity
1. Market overview
Description: The global skin care market generated approximately 136 billion U.S. dollars of revenue in 2021. According to the Consumer Market Outlook the revenue of the market in the United States amounted to around 18.1 billion dollars, making it the market with the biggest revenue. The second biggest market with 17.6 billion U.S dollars in revenue was Japan, followed by China, and South Korea.
Description: This statistic depicts the breakdown of the cosmetic market worldwide from 2011 to 2021, by product category. In 2021, skincare products made up 41 percent of the global cosmetic market. Geographically, North Asia and North America dominated,
accounting for more than 60 percent of the cosmetics market combined.
Description: Eye cosmetics were the largest segment of the cosmetics care market worldwide in 2021 with a revenue of 23.5 billion U.S. dollars. The smallest segment was the nail cosmetics segment with a revenue of 10.6 billion U.S. dollars.
Description: In 2021, the revenue of the U.S. cosmetics markets decreased to 14.8 billion U.S. dollars. However, the Statista Consumer Market Outlook estimates that revenue will increase further and by 2026 reach over 21.9 billion U.S dollars.
Description: In 2021, the revenue of the U.S. cosmetics markets lay at 14.8 billion U.S. dollars. The strongest segment that year was face cosmetics with a revenue of around 5.1 billion dollars, followed by the eye cosmetics segment. The natural cosmetics market in comparison generated an annual revenue of 1.5 billion U.S. dollars.
Description: In 2020, the skin care market in the United States generated approximately 18.1 billion U.S. dollars in revenue. The strongest market segment was face care at almost 12.6 billion dollars, followed by the body care segment.
2. Beauty brands
Description: According to data from a survey conducted recently in the United States, the leading cosmetics brand among Gen Z Americans in that year was Maybelline, with a share of 12 percent. E.l.f ranked second, with a share of 11 percent, followed by Tarte, popular with nine percent of respondents.
Description: The results from a recent survey conducted among Gen Z in the United States show that their favorite brand was CeraVe, which ranked first with a share of 39 percent. This was followed by the brands Cetaphil and Neutrogena, with a share of 10 and seven percent, respectively.
Description: In July 2021, the most popular skincare brand on the social media platform TikTok in the United States was The Ordinary, with 949 million hashtag views. This was followed by CeraVe, with 878.5 million hashtag views and L’Oréal, whose hashtag view count added up to around 518 millions.
Description: In July 2021, the most popular skincare brand on the social media TikTok in the United States was The Ordinary, with a count of about 288 thousand followers. The brand CeraVe followed with its 252.6 thousand followers, approximatively.
Description: As of January 2021, personal care brand Bath & Body Works was ranked first with roughly 10.27 million Facebook followers. Risqué ranked second with 7.09 million followers on the social media platform.
Description: As of March 2022, Kylie Cosmetics was ranked first as the most popular beauty brand on Instagram with over 25 million followers, and Anastasia Beverly Hills ranked second with 20 million. Instagram is a popular social network for brands to connect with digital audiences, and beauty brands have been making inroads on the platform due to its visual focus and strong presence of social media influencers.
3. Skin care
Description: As of the year 2021, the most common skin concerns mentioned by Generation Z in North America were wrinkles and eyebags, with a percentage value of 15.8 and 15.4, respectively. These were followed by visible pores, acne, and dark spots. Dark circles and sagging skin were mentioned the least.
Description: The displayed data on Generation Z facial care purchases by brand shows results of the GCS Special Beauty & Cosmetics, conducted in the United States in 2021. Some 25 percent of Gen Z respondents had bought facial care from Aveeno in the past 12 months.
Description: According to the findings of a survey conducted in 2021, 38 percent of Generation Z respondents in the United States spent between 21 and 50 dollars on a single skin care product, while only about eight percent spent 150 dollars or more.
Description: According to a survey conducted in February 2021 in the United States, skin care was the most shopped-for beauty category across all age groups. The majority of Gen Z shoppers (aged 18 to 24 years) said skin care was the product category they currently spend the most on.
Description: The results of the survey show that in 2021, 63 percent of millennial consumers in the United States took their skin care routine seriously, a slightly higher number compared to the 57 percent of Generation Z participants who claimed the same thing.
Description: According to the results of a survey conducted in the United States in 2021, about 44 percent of percent of surveyed participants belonging to Generation Z stated that they were interested in trying sheet face masks. In contrast, only 28 percent of millennial respondents stated the same, while 31 percent of them said that they were interested in trying lip masks.
Description: In 2021, the results of a survey conducted among approximately 1,000 Gen Z and millennial women in the United States showed that around 31 percent of surveyed participants belonging to Generation Z would be interested in trying make-up and skin care lines created by celebrities. Only 27 percent of Millennials stated that they would be interested in trying these beauty products.
4. Consumer behavior
Description: In 2021, the most influential factor when choosing a beauty or grooming product among Generation Z consumers in the United States turned out to be the price of the product, as stated by 68 percent of surveyed respondents. 56 percent of consumers revealed to also take into consideration the way the product makes them feel or look, while only eight percent of participants said that their choices in beauty and grooming products were influenced by media articles or influencers.
Description: In 2021, the most influential factor when buying a beauty or grooming product among millennials in the United States was the way the product made you look or feel, as stated by 50 percent of survey respondents. Around 45 percent of consumers took the presence of healthy ingredients into consideration, while only 14 percent of participants said that their choices in beauty and grooming products were influenced by media articles or influencers.
Description: In 2021, the most used channels to get beauty and grooming product ideas and inspiration by Generation Z in the United States were social media channels, chosen by 44 percent of participants. 40 percent of surveyed respondents stated that they used internet searches, while only 14 percent relied on podcasts.
Description: In 2021, the most used channel to get beauty and grooming product ideas and inspiration by millennials in the United States was the internet search, chosen by 46 percent of participants. 42 percent of surveyed respondents stated that they used social media channels, while only 20 percent relied on magazines and newspapers.
Description: The displayed data on Gen Z purchase criteria for cosmetics and body care products shows results of the GCS Special Sustainable Consumption, conducted in the United States in 2021. Some 53 percent of Generation Z respondents stated that to them,
price is particularly important when buying cosmetics or body care products.
Description: Based on a survey conducted by Capgemini, in 2021, approximately 69 percent of surveyed participants belonging to Generation Z stated that they were willing to spend more on health and beauty products that contain natural and clean ingredients. Around the same percentage of Generation Z respondents trusted the opinion of online influencers when deciding to pay more for a health and beauty product.
Description: In 2021, approximately 51 percent of surveyed participants belonging to Generation Z from all over the world stated that they really valued the in-store experience when buying health and beauty products. The same percentage of millennials agreed. Click here to read Capgemini’s full report.
Description: According to a survey carried out in the United States in 2021, Ulta Beauty was the leading beauty destination among American Gen Z consumers in that period, with a share of around 46 percent. Sephora ranked second, with a share of approximately 21 percent.
Description: The displayed data on Gen Z beauty & personal care purchase offline channels shows results of the GCS Special Sustainable Consumption, conducted in the United States in 2021. Some 48 percent of Generation Z respondents stated that they had purchased cosmetics and body care products in a big-box store / superstore in the past 12 months.
5. Digital behavior
Description: The displayed data on Gen Z beauty & personal care purchase online channels shows results of the GCS Special Sustainable Consumption, conducted in the United States in 2021. Some 43 percent of Generation Z respondents stated that they had purchased cosmetics and body care products on an online marketplace in the past 12 months.
Description: During a 2021 survey, more than 350 U.S. Gen Z and Millennial were asked about the products they bought more of thanks to social media brands’ posts and/or influencers’ content, over 40 percent cited apparel. Beauty and make-up items followed, with an increase in purchase according to almost 23 percent of those surveyed in the North American country.
Description: In the United States, 74 percent of Generation Z respondents to a 2021 survey were found to be driven by influencers when buying beauty products. This was true for around 66 percent of millennials and only 34 percent of baby boomers polled for the survey.
Description: The displayed data on Generation Z attitudes towards beauty and social media shows results of the GCS Special Beauty & Cosmetics, conducted in the United States in 2021. Some 31 percent of Gen Z respondents agreed with the statement “Influencers convey unrealistic beauty ideals”.
Description: In 2021, around 80 percent of consumers belonging to Generation Z in North America proved to trust Artificial Intelligence advisors for skincare product and routine recommendations. Gen Z was more trusting of AI advisors than the older generations. In the same year, different findings were observed for Generation Z in Europe.
Description: According to the results of Global Consumer Survey on Beauty & Cosmetics in 2021, more than half of the surveyed consumers belonging to Generation Z in the United States stated that they knew what smart mirrors (e.g. mirrors enabling users to virtually test products on themselves) were. In contrast, only 18 percent of the respondents from the baby boomer generation said that they knew smart mirrors.
Description: According to the results of Global Consumer Survey on Beauty & Cosmetics in 2021, 31 percent surveyed Gen Z consumers in the United States stated that they knew what wearable UV sensors connected to smartphones were. About 20 percent of respondents said that they owned one.
Description: According to the results of Global Consumer Survey on Beauty & Cosmetics in 2021, around 38 percent of Gen Z respondents in the United States stated that they knew what skin scanners that analyzed the condition of a user’s skin were. After Gen Z, 37 percent of millennial beauty shoppers were aware of such applications.
Description: According to the data from the Global Consumer Survey conducted in 2021, the most popular types of beauty app among female Gen Z consumers in the United States were apps that help the user meditate or relax, as well as apps that provide tips on how to use beauty products and, apps that simulate aging. Some 16 percent of the survey respondents stated that they have used apps that scan a user’s face and provide individual care tips.
6. Brand values, sustainability, and diversity
Description: In the United States, the majority of the Gen Z participants polled in a recent study stated that they considered diversity and inclusion as the most important brand values when shopping for beauty products. Around 19 percent of the surveyed Gen Z shoppers of them chose sustainability as the most important brand value to take into consideration when making purchases.
Description: In 2021, the majority of U.S. beauty shoppers across different generations stated that they searched for sustainable beauty products. Generation Z were found to be the leading cohort that seeks out sustainable products the most. Meanwhile, approximately 80 percent of millennial respondents and 72 percent of Generation X respondents were found to search for sustainable beauty products.
Description: In the United States, Millenials care most about sustainability in personal care. As of February 2021, 22 percent of Millenials named sustainability as an important criterion when buying cosmetics and body care products. By comparison, only nine percent of Baby Boomers stated the same.
Description: The displayed data on Generation Z sustainable purchase criteria for cosmetic products shows results of the GCS Special Beauty & Cosmetics, conducted in the United States in 2021. Some 21 percent of Gen Z respondents stated when buying cosmetic products, they pay particular attention to a transparent listing of ingredients.
Description: In both the overall personal care and the sustainable personal care markets, Millenials were the biggest spenders in the United States in 2021. Generation X was the second largest consumer of eco-friendly personal care products, and the third largest share belongs to Gen Z in the United States.
Description: In a 2021 survey conducted with U.S. consumers, around 55 percent of respondents belonging to Generation Z were found to be planning to support black-owned beauty brands. They were followed by 58 percent of millennials and 44 percent of respondents in the Generation X cohort.
Description: In 2021, approximately 40 percent of the Gen Z respondents who took part in the survey chose diversity and inclusion as the most important brand values when shopping for beauty products. They were followed by around 31 percent of millennial participants.
Description: In 2021, 50 percent of surveyed Generation Z respondents in the United Kingdom and the United States asserted that they would not buy products from skincare brands that are not certified as cruelty free. Only 12 percent of the respondents replied that they would.
Description: According to the results of a recent survey conducted in the United States, around 32 percent of surveyed participants belonging to Generation Z were interested in trying beauty and personal care products that are vegan. This rate was slightly lower for millennials at 28 percent.
Description: According to the data from a recent survey conducted in the United States in 2021, approximately 46 percent of percent of surveyed participants belonging to Generation Z and 45 percent of millennials were interested in trying clean beauty and personal care products (e.g. products that do not contain toxins or toxic ingredients).
Description: The displayed data on Generation Z drivers of natural cosmetics purchases shows results of the GCS Special Beauty & Cosmetics, conducted in the United States in 2021. Some 44 percent of Gen Z respondents stated that they buy natural cosmetics because it’s better for nature and the environment.
Source from Statista
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