Gen Z: Transforming the Future of Beauty and Fashion
Gen Z is not just a rising force—they are transforming the beauty and fashion industries with their immense global spending power, which already exceeds $360 billion. As more members of this generation join the workforce, their influence on the market continues to expand. What sets them apart is not just their willingness to spend—despite challenges like inflation—but the unique values they hold dear. To understand where beauty and fashion are headed, brands must first tap into Gen Z’s core motivations and learn why their expectations are reshaping the future of retail.
A Generation Driven by Values
At the heart of Gen Z’s consumer behavior lies a desire for authenticity, inclusivity, and sustainability. Unlike previous generations, they don’t just buy products—they invest in the values of the brands they support. For them, transparency and ethical practices are no longer optional but essential.
A perfect example of this shift is skincare brands like The Ordinary and Drunk Elephant, which have earned Gen Z’s trust by championing cruelty-free, vegan ingredients and honest marketing. Sustainability is not just a buzzword for Gen Z—it’s a demand. In the beauty and fashion industries, brands that fail to take concrete steps toward sustainability risk being called out by this environmentally conscious generation. Patagonia has become a gold standard for aligning with Gen Z’s values by actively promoting sustainability, even encouraging customers to repair or recycle their products rather than buy new ones. Innovations like PANGAIA’s biodegradable materials and Lush’s naked packaging resonate with Gen Z, demonstrating that sustainability goes beyond marketing—it’s about embedding eco-consciousness into the core of the brand.
Gen Z’s preference for self-expression has led them to seek out brands that reflect their individuality, whether through minimalist skincare routines or bold fashion statements that defy traditional gender norms. Their demand for personal expression is forcing brands to expand product ranges, representing a broader spectrum of identities, body types, and lifestyles—setting new industry standards.
Where Gen Z Shops: The Digital and Physical Blend
Gen Z's values don’t just influence what they buy but also where they discover products. Born into a digital world, this generation has grown up with platforms like TikTok, Instagram, and YouTube at their fingertips, transforming how they interact with brands. With 98% of Gen Z active on social media and 69% turning to TikTok for beauty research, they bypass traditional search engines like Google, opting for real-time recommendations and viral content.
Yet, for all their digital immersion, they don’t entirely reject the physical world. In fact, Gen Z is redefining retail with the 'phygital' experience—a seamless blend of digital discovery and physical shopping. Brands like Glossier have embraced this approach, creating immersive physical spaces that mirror their online presence, offering a unified shopping experience across platforms.
The New Frontier: Shoppable Videos and Instant Gratification
This fusion of digital and physical worlds has opened exciting new opportunities for brands, particularly through shoppable videos.
Multisensory experiences, strong emotional connections, and efficient information delivery make video an irresistible content format. With technological advancements and changes in user habits, video content will continue to dominate in the future. There are significant differences in video viewing frequency and intensity across different age groups. Generation Z and Millennials, in particular, show a heightened enthusiasm for online video content, with nearly half watching videos daily.
Surveys show that young people aged 18 to 34 are especially keen on daily video viewing, with 58% indicating they watch videos every day, demonstrating their strong interest in video content. Among middle-aged viewers aged 35 to 55, 55% also maintain a daily video-watching habit, indicating a stable preference for video content. In contrast, the audience over 55 years old has a lower proportion of daily video viewers, with only 36% watching videos every day. Additionally, 24% of this age group reported that they never watch videos, suggesting a relatively low interest in video content.
Imagine discovering a product and purchasing it in real-time without leaving the screen—that’s the power of shoppable video technology. For a generation that values convenience and immediacy, this seamless interaction feels tailor-made.
Solutions like Firework’s shoppable videos make it possible for Gen Z to shop directly from videos, reflecting their desire for efficiency. Brands like Sephora have capitalized on this trend, integrating video commerce into their strategy, allowing users to purchase products directly from tutorials and live events. The brands that remove friction and create instant shopping experiences are the ones winning over Gen Z.
Influencers: Gen Z’s Trusted Voices
But immediacy and technology alone aren’t enough. Gen Z also craves authenticity, and this is where influencers play a crucial role. Traditional advertising no longer holds much weight for this generation—54% of Gen Z adults trust online influencers over conventional beauty ads. Brands like Fenty Beauty and Fashion Nova have mastered this by partnering with micro- and nano-influencers, whose relatability and realness resonate with younger audiences.
To take this a step further, brands can seamlessly integrate influencer content into their video strategy. By running social campaigns and pulling influencer-generated videos directly onto their websites, brands enhance the shopping experience and build stronger connections with their audience. This allows for an authentic, engaging, and personalized brand narrative, bringing influencer trust and credibility to the forefront. A powerful example is Fenty Beauty, whose collaborations with influencers from diverse backgrounds not only celebrate inclusivity but also deliver real-time, relatable content that reinforces its core values. For brands, working with the right voices and strategically embedding these videos creates meaningful touchpoints, delivering the authenticity Gen Z demands.
Capturing Their Attention in 1.3 Seconds
With Gen Z’s notoriously short attention span—just 1.3 seconds to scroll past an ad—brands must rethink how they capture interest. Personalized, interactive, and fast-paced content is now the standard. Video commerce, especially live shopping, has emerged as a powerful tool to grab—and hold—Gen Z’s attention. It’s no longer enough to simply present a product; it’s about creating a tailored experience that feels entertaining, engaging and even inspiring.
The Road Ahead: Video Commerce as a Strategy
As Gen Z continues to influence the beauty and fashion landscape, brands will need to stay agile, continuously adapting to meet their evolving expectations. The future lies in video commerce, where personalized, interactive, and authentic experiences will be key to building long-term relationships with Gen Z—a generation meant to be influential to our society.
Those who successfully integrate video commerce, influencer partnerships, and sustainable practices into their strategies will be well-positioned to lead the way as Gen Z shapes the future of retail.
