It’s safe to say that 2020 is the year of Generation Z.
Gen Z is the generation born between 1995 and 2015. According to the National Retail Federation, they hold $44 billion in buying power as of 2018, which makes them the top consumer in the new decade. This is why more and more brands are creating campaigns and products that cater to the Gen Z market.
Today, we’re focusing on the 2020 beauty trends revolving around what Gen Z-ers are going for, especially since they spend much more money on makeup. We previously talked about what millennial skincare looked like, so we’re curious to see how trends have changed.
“Clean beauty”
The Gen Z market isn’t the only one that’s looking for cruelty-free beauty products, but they are considered the new wave of conscious consumers. Rose-Marie Swift, founder of RMS Beauty, told Vogue Paris that the terms “natural” and “organic” meant that ingredients came from nature. However, more and more consumers are now scrutinizing brands and ingredients closely before supporting them.
What kind of “clean beauty” are Gen Z-ers looking for then? The Future Laboratory senior analyst Victoria Buchanan said, “As consumers continue to scrutinize what is in the products they put on their skin, zero-irritants will become the new standard of natural beauty.”
Anti-pollution skincare
In relation to the previous point, Harper’s Bazaar noted that anti-pollution is now a must because of how bad air pollution has gotten. According to the most recent figures from the World Health Organization, 91 percent of the world’s population live in places where the air quality exceeds the safety limits and 4.2 million deaths occur as a result of exposure to air pollution.
That said, here’s a list of anti-pollution products you can cop here in the Philippines.
Beauty for a cause
According to a 2019 WGSN report, “Gen Z prizes brands that offer moments of calm, sensorial experiences and products that support their physical, mental and emotional well-being.” Since Gen Z-ers are said to be the most likely to report mental health concerns, brands like Revlon are now working with organizations that promote mental health awareness.
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At the same time, Gen Z-ers and millennials invest more on self-care and relaxation, which include massages, manicures, and salon time.
Inclusivity
It’s 2020—there’s no room for non-inclusivity in beauty. One of the brands that Gen Z-ers support is Fenty Beauty because it features women of various skin tones and body types. Cosmetics Business noted that it’s now necessary for brands to be more inclusive and create a safe environment for people to express themselves.
Photo courtesy of Unsplash
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