Gen Z's obsession with – and fear of – ageing

An obsession with youth has driven the beauty industry for decades. Yet 

 has been blamed for inducing a fear of ageing in Gen Z, highlighted by TikTok's '

' trend. Gen Z's obsession with how their skin looks also extends to finding products that 

. Although a holistic pursuit of wellbeing is a healthy practice for most, one can begin to imagine how fitness and beauty standards that dominate social media can create unhealthy conventions around ageing and body types. In an escalation of anti-ageing fears among young people, Indian Gen Zers have begun seeking 

 to stave off signs of ageing. With a need for brands that contribute to healthier narratives around beauty, 

 leads with values including simplicity, authenticity, quality, and transparency.

Gen Z's fears of ageing are likely triggered by social media pressures rather than observable changes to their skin. In the meantime, Gen Xers are dealing with the reality of both signs of ageing and the stigma around it. In practical terms, this means they've become more discerning about '

', thinking critically about who is conducting their procedures and prioritising a more natural look. Some Gen X women are steering away from invasive measures by shifting their attention toward 

 – seeking out products that support organic ageing. Although few brands in the 

 cater to older generations, many brands are changing their focus to include this demographic. German beauty powerhouse 

 continues to generate intergenerational appeal with authenticity and expertise instead of jumping on social media bandwagons, while 

 uses its platform to help people embrace natural signs of ageing.

With Gen Alpha emerging as a generation of #Sephorakids with a keen interest in beauty, people are calling for a more diverse range of narratives beyond the appeal of youth. The rise of 

 signals a shift towards feeling more comfortable in one's own skin, even though there's a critique that this turn entrenches patriarchal notions of how women should look 'naturally'. Still, many consumers are shifting their attention to more holistic self-care rituals, not quick-fix products or procedures. 

 is attempting to help people build these routines by giving them better access to expert skin care, while 

 continues to use UGC to improve the diversity of representation in the beauty industry and shed light on a more real range of experiences people have when it comes to looking after their skin. Though taking a more conventional media approach to positive messaging, 

 has partnered with Australian football star Mary Fowler to spread a message of positivity based on the relationship between personal confidence and participation in sports.

of Gen Zers are interested in make-up/cosmetics – compared to 24% of Gen Yers, 20% of Gen Xers, and 20% of Boomers

Make-up packaging often embraces classic shapes and simple designs, making way for an industry-standardised norm. However, with younger and more gender-diverse consumers on the rise, some brands are embracing more playful and novelty-inspired packaging to match desires for self-expression.

Why does Gen Z love novelty beauty packaging? 

The clean girl aesthetic has come to dominate social media, but what seems effortless may not be obtainable for all. With non-surgical procedures increasingly accessible, minimal make-up looks can sometimes be deceptive. So, how can beauty brands respond to this TikTok- and Instagram-fuelled ideal?

Why the clean girl aesthetic is changing beauty ideals

Q+A is a British brand that’s simplifying skincare through clear branding, affordable products, and gamified experiences. In a beauty landscape oversaturated with fleeting trends and sometimes contradictory advice, it’s showing how to engage and educate the next generation of beauty consumers.

Q+A: no-nonsense skincare for beauty enthusiasts

Gen Z men are transforming hair care, swapping traditional gels for products that prioritize health, hydration, and natural texture. Fueled by wellness trends and sustainability values, they demand clean, ethical formulations and embrace individuality. How will brands meet this self-care revolution?

Why Gen Z men are redefining hair care as wellness

A 77-year-old YouTuber @koreagrandma is launching a skincare brand in collaboration with global cosmetics giant Cosmax. While anti-ageing concerns still dominate beauty trends, older adult influencers who promote self-care are paving the way for pro-ageing rituals instead.

Viral South Korean influencer challenges ageing attitudes

Nike has partnered with renowned make-up artist Isamaya Ffrench to create two fresh colourways of the Air Max Dn. The collab draws inspiration from women athletes whose influence extends from the field of play to the fashion world, further blurring the boundaries between fashion, sport, and beauty.

Nike x Isamaya Ffrench collab bridges beauty and sport

48 Collagen Café in Paris blends beauty and wellness through collagen drinks and treatments. Located in the trendy 9th arrondissement, it caters to the beauty-from-within trend, providing aesthetic lattes and rejuvenation sessions, making it a hub for quick, yet premium and experiential, self-care.

How 48 Collagen Café makes healthy drinks for beauty buffs

With personal care products reflecting the skin-brain connection, neurocosmetics brand JustHuman meets Indians' demand for verifiable ‘clean beauty.' Using a science-backed approach, the brand caters to oft-ignored Gen X women, helping them battle negative environmental changes and stressors.

How JustHuman rethinks beauty for mindful women in India

In partnership with Shanghai’s Power Station of Art Museum, Aesop debuted a themed event that blended film exhibitions with the brand’s new, limited-edition Gift Kit sets. The effort taps into the rising interest of Chinese shoppers in experiential brand pop-ups aligning with their personal hobbies.

Aesop taps Chinese cinephiles in film-themed activation

The health-focused scanning app Yuka has introduced a feature to bring power to shoppers pushing for changes in the food and beauty industries. This aligns with the high demand for transparency and accountability as people prioritise informed, ethical, and sustainable choices.

Yuka turns shoppers into change agents

TikTok is placing age restrictions on some of its beauty filters to address concerns about how they impact the mental health of its teenage users. With young people feeling increased pressure to look perfect online, there’s a need for more open dialog to combat toxic beauty standards.

TikTok blocks beauty filters for teens' mental health 

Nostalgia, global permacrisis, and a rejection of perfection have led to a sea change and the revival of messier, more chaotic cultural aesthetics. How can brands engage with this ever-shifting trend landscape while maintaining the integrity of their identity and customer loyalty?

Why messy aesthetics signal rebellion against perfection

Sleep tech start-up Asleep is launching an AI-powered assistant to meet the growing demand for accessible and tech-driven wellness solutions. With Z-Talk, it's feeding into a desire for brands to help people manage their wellbeing through personalised and innovative products.

AI sleep assistant targets growing stress relief needs

The Ordinary is countering the chaos of Black Friday with a slower approach to November sales, using striking campaigns to unveil the realities of this harmful phenomenon. The brand’s bold actions embody a growing movement toward mindful, intentional shopping over unnecessary consumerism.

The Ordinary's Black Friday ads target slower shoppers

A survey has found that of those using TikTok as a source of inspiration while doing their holiday shopping, nearly half are looking for food and beverage-related gifts. As food intersects with other areas of culture, like fashion, high-end food and drink products are becoming status symbols.

People turn to TikTok in search of food-related gifts 

French TikTok idol Bach Buquen has risen to social media stardom thanks to his mission to normalise make-up for men. Sporting a ‘hetero-dude’ image, his influence is pushing more of his male Gen Z peers to buy into cosmetics, making male make-up not just acceptable but aspirational.

Gen Z French TikToker is normalising make-up for men

Prestige beauty brands are standing out as desirable gifts for the holidays, according to a Circana report, especially in homes with Gen Alpha kids. These findings show that shopping habits are still being driven by desires for little luxuries amid economic challenges and social media inspiration.

Gen Alphas use beauty for 'little luxury' holiday gifts

Cosmetic treatments like injectibles are being rebranded as 'skincare', downplaying their invasive nature and blurring lines with traditional beauty routines. Despite the normalisation of ‘tweakments’, a stigma persists, highlighting a need for open conversations around evolving beauty practices.

People are reframing cosmetic work as skincare 

From creating futuristic skincare experiences to helping women through ageing woes, Shiseido shines in both worlds. With its significant comeback in Japan and slow decline in other regions, the J-beauty powerhouse continues gaining ground, especially with men’s brewing soft spot for beauty.

How Shiseido highlights individuality for J-beauty buffs

As the beauty market becomes oversaturated, people want products to work harder and to deliver on multiple fronts. They’re also seeking new routines which make them feel good. As desires and preferences differ across demographics, products need to be smart and adaptable.

Adapt it, hack it

With many now enjoying greater and more detailed understanding of skincare and skin health, they’re seeking new avenues to experiment with this knowledge and to express themselves. Moving away from just the face, there’s a shift towards investing effort and money in whole-body rituals that make people feel both well and confident.




Body Care Buzz

As perfume’s stellar growth continues, beauty fans are becoming more thoughtful about the impact of scents on their mood and wellbeing. People are using scents – both personal perfumes and home fragrances – to build personal spaces they’re comfortable and confident in.

Elevated scents 

The growing size and diverse geographies of the beauty market mean that people’s purchasing journeys are becoming more complex. Amid the expanding range of retail destinations, inspirations, and knowledge, brands need to offer a seamless and practical way of discovery that also enables emotional connection.

Valued Connections 

Korea’s Gen Zers and Alphas are snapping up smaller-sized cosmetics to affordably splurge on beauty and test new products before committing to them. As mini items flood an already oversaturated market, brands can lean into new, unique modes of personalisation that tiny product design facilitates.

Koreans buy mini make-up for low-cost experimentation

In an era in which Gen Z and Y value authenticity, athletes transformed the 2024 Olympics into a canvas for personalisation – and beauty and fashion brands were on hand to collaborate. But how exactly did athletes become our new cultural vanguards?

How beauty is tapping into Gen Z's shifting sports attitudes

What are the latest developments in beauty retail? How are people using fragrance to transform themselves and their spaces? What is the potential of body care as people are increasingly interested in taking care of their skin beyond their face? How are beauty routines changing?

Beauty Sector Snapshot: November 2024

Brazilian beauty brand Natura has launched the first sonic logo created with bioelectric sonar signals from the Amazon rainforest. Amid a sense of climate fatigue, it's showing how brands can harness novelty and creativity to strengthen people’s relationships with nature.

Natura harnesses sounds from Amazon trees for sonic logo

Gen Zers in the UK are now taking body care as seriously as skincare. To fit into their detailed shower rituals, they’re looking for affordable, non-toxic, and sustainable products that – perhaps most significantly – deliver on their promises. So, how are brands adapting to attract this cohort?

What do Gen Z Britons want from body care?

Facing economic uncertainty and shifting cultural values, Germans are seeking affordable, high-quality beauty products that reflect their personal values. How are indie brands filling this gap with innovative, inclusive, and sustainable offerings?

How German shoppers are embracing indie beauty brands

L’Oréal’s three-year partnership with the Louvre will kick off with an immersive beauty-inspired tour. The collaboration speaks to desires on both sides to emphasise the links between art and beauty, highlighting an opportunity for the alignment between cultural and personal aesthetics.

L’Oréal x Louvre partnership combines beauty and art

The revival of Tom Ford’s Oud Minérale – and its move from the brand’s Private Blend collection to its Signature Line – taps into a desire for self-expression, little luxuries, and ‘smellmaxxxing’, even if on a budget. The scent draws fragrance fans and young men still forming their identities.

How Oud Minérale embodies the essence of personal luxury

At The Benemart, Benefit Cosmetics’ virtual shopping experience, people can shop, game, and socialise simultaneously. Brands continue to offer initiatives that blend the physical and digital world to engage shoppers, while also incorporating gaming elements to appeal to younger generations.

Benefit Cosmetics launches virtual shopping experience

Dubbed 'winter arc', a fitness trend aimed towards men is spreading online. Seeped in language and optics that push for self-discipline and productivity, the trend speaks to how body optimisation is quickly becoming viewed as a year-round form of self-improvement for men.

'Winter arc' trend pushes body optimisation in winter

Puig exceeded expectations with its Q3 earnings, bolstered by fragrance and skincare sales and demand in the EMEA region and Americas. As brands within luxury ponder whether to ‘go high’ or 'go low', Puig is opting for an enticing strategy – ‘go niche’ to stand out in a turbulent market.

Puig courts niche audiences within luxury

German brand Weleda has been creating botanical formulas for over 100 years, with Rihanna and Julia Roberts among its celebrity advocates. As people grow unsatisfied with simple ‘natural’ claims, the brand’s continued success stems from its adaptation to the need for transparency in beauty.

How Weleda repackages skincare for eco-conscious Germans

Discothèque’s perfumes aim to capture the smells of infamous nightclubs from around the world, speaking to Gen Zers' nostalgia for more unfiltered days in a globalised context and ensuring an array of nightly touchpoints are captured.

Discothèque's perfumes smell like infamous nightclubs

TikTok is fast turning into an online shopping destination, and it’s reshaping the way we shop as a result. No industry has been more affected by this online retail revolution than the beauty business. How has ‘shoppertainment’ sent sales of make-up, skincare and hair care soaring?

How TikTok Shop is revolutionising UK beauty e-commerce

A-beauty is evolving, shaped by shifting consumer values around authenticity, sustainability, and inclusivity. From the rise of male grooming and cruelty-free products to the pushback against beauty fatigue, Aussie brands are responding with innovation and transparency to win over discerning buyers.

Why A-beauty’s ethical glow-up is going global

Glossier has launched a series of billboard and digital ads urging voter registration in key swing states ahead of the US election. As it becomes increasingly difficult for brands to dodge the crossfire of polarization, the campaign makes a case for doubling down on a clear brand purpose.

Glossier reaffirms brand politics in pre-election push

With tech integrations, shifting wellness priorities, and the increasing popularity of cosmetic enhancement, oral care is getting the luxury treatment. As demand for high-quality, aesthetically pleasing oral care solutions grows, brands are responding with gamified experiences and innovative products.

Why luxury oral care is America’s next wellness obsession

The perfume industry, while smaller than the broader luxury market, is growing nearly twice as fast, driven by innovations that merge fragrance with emotional wellbeing. As people increasingly prioritize self-care – reflected in the rise of wellness spending and a greater focus on beauty – fragrance is evolving into a key player for ‘scentsational’ mind-body connection.

Why fragrance is the new quiet exclusivity in the US

Gen Z’s Y3K aesthetic envisions the year 3000 through the nostalgic lens of Y2K retrofuturism, offering Gen Zers a new way to express themselves. Brands can respond by matching their desire to experiment with identity and blur the lines between the old and the new, the digital and the physical.

How Y3K became Gen Z’s futuristic fashion frontier

Changing norms around male grooming, new-age body ideals and cosmetic advancements are causing an uptick in men seeking six-pack surgery. Grappling with new pressures around appearance and status, surgical treatments are seen as the quick-fix path to self-improvement for a growing number of men.

Body dissatisfaction leads men to undergo ab-sculpting

As people’s suncare needs have changed,  established and emerging brands have evolved to keep up. While there are more sun protection offerings than ever before, gaps in the market remain: how can brands fill them and what does achieving and maintaining success in the suncare space look like today?

How suncare is glowing up

TikTok Shop has launched the UK’s first-ever Super Brand Day with L’Oreal Paris, featuring a 12-hour live beauty shopping event streamed at Piccadilly Circus. In a social shopping era, live streams have become a hub for community engagement centred around shared interests and product placements.

L'Oreal Paris' 'Super Brand Day' courts social shoppers

Glossier has launched its first 'athlete-proof' lip gloss in partnership with the WNBA. As the beauty sector continues to intersect with the world of sports, niche brand collaborations will be crucial in re-framing outdated biases around beauty and building products that adapt to the needs of all.

Glossier and WNBA deepen make-up's place in sport

A viral trend sees users deconstruct their overnight self-care routine in a bid to wake up looking their best. As beauty and wellness rituals gradually merge, people are taking a more integrated approach to personal care, but experts urge that some extreme measures may fuel harmful beauty standards.

‘Morning shed’ trend signals beauty-wellness fusion

Dove may be known for its focus on doing good for women, but Greenpeace is drawing attention to its role in damaging the planet through plastic pollution. With people cynical about eco efforts, they're looking to businesses to hold themselves, and each other, to account.

Greenpeace campaign targets greenwashing from Dove

E.l.f. has announced Get Ready With Music: The Album, a 16-track release inspired by the 'get ready with me' trend. Crafting a soundtrack for beauty routines, the move taps into the deep connection people feel between makeup and music as tools for self-expression and community-building.

E.l.f original album merges worlds of beauty and music 

Body deodorants are transforming our approach to sweat and body odour in unexpected places, and demand for them is rising. Cultural shifts and open conversations are driving a shift to safe, multifunctional alternatives to traditional antiperspirants. How can brands navigate this space with empathy?

Why are people using more body deodorants?

Back-to-schoolers are booking 5 am natural glam makeup appointments for the first day of school. As teenagers and Gen Alpha increasingly spend on beauty products, this trend raises concerns about their priorities on aesthetics, driven by social media's influence on their self-image.

Teens are hiring back-to-school makeup artists

Dove has teamed up with tennis star Venus Williams to launch the brand’s first-ever beauty bar collaboration. As more women and girls engage in sports participation and fandom, brands have the opportunity to showcase their dedication by breaking down entry barriers through meaningful partnerships.

Dove taps Venus Williams to help girls stay in sports

Diptyque Paris is debuting a luxury perfume concept that draws inspiration from the natural world. The collection caters to fragrance enthusiasts seeking unique, exclusive offerings, aligning with the growing trend of personal expression through niche, narrative-led perfumes.

Diptyque launches luxury line of conceptual scents

Tapping into sustainable shoppers in Barcelona, Aesop has launched a new store built on recycled local materials. The brand aims to spotlight its commitment to circularity and sustainability while inspiring others to explore the creative reuse of materials within a unique retail and design experience.

Aesop's anastylosis-centred design targets eco shoppers

The retailer will be bringing over 1,000 stock-keeping units (SKUs) across 20 premium brands to its e-commerce platform. Appetite for high-end beauty shows no signs of slowing, and brands that are banking on accessibility will need to rethink their premium positioning to maintain allure.

Walmart Marketplace hones in on premium beauty

Cetaphil has launched the Gentle Exfoliating collection, which addresses the specific needs of 'Gen Zalpha' who want to exfoliate but have sensitive skin. As interest in skincare grows, brands are catering to Gen Z and Alpha by providing age-appropriate products and greater education about safety.

Cetaphil launches skincare line catered for Gen Zalpha

With a growing awareness of the need to create products for all skin tones and types, and as people increasingly look to take care of the skin beyond their face, NIVEA has created a bodycare range formulated for the specific requirements of people with higher levels of melanin in their skin.

How NIVEA is addressing the needs of Black skin

Forget outdated formulas, cheesy marketing, and questionable bluffs, REOME is embracing change to bring together beauty lovers’ passion for natural formulas and tech. Founded by ex-beauty director Joanna Ellner, the new-gen brand is creating botanical blends in a new and sustainable way.

Why REOME focuses on holistic skincare for beauty buffs

Are people’s perceptions of value changing? Will they still turn to beauty products during times of uncertainty? And how will China’s crackdown on live streaming affect beauty shoppers? Three industry leaders explore the key factors that will impact the beauty industry next year.

2025 Expert Outlook on Beauty

Operating in more than 30 countries and owned by LMVH, global beauty giant Sephora is committed to its mission to expand Sephora China’s emerging $70 billion beauty market. Led by seasoned business leader Xia Ding, the omnichannel retailer now has two Store of the Future touchpoints in China.

How Sephora China is ushering in a unique beauty experience

Balmain is making its mark in the prestige beauty space with its first perfume collection. As fragrances become the new expression of the lipstick effect, the brand is changing up the luxury beauty launch by side-stepping cosmetics and diving headlong into the world of perfume first.

Balmain’s beauty debut capitalises on fragrance boom

Chinese beauty shoppers are becoming increasingly price-sensitive, and higher-end retailers like Sephora are feeling the heat. After incurring losses, the brand announced job cuts to its workforce in China, reflecting an economic and purchasing downturn.

Sephora China job cuts reflect spending slowdown

Data has revealed that Gen Zers are 'too busy' to follow a skincare routine and that multi-step practices often fall by the wayside. As skin maintenance gets more complex, people are looking to reduce the number of steps taken and are choosing an ingredient-focused approach instead.

Gen Zers 'too busy' to follow skincare routines

By targeting a market that’s been ignored, but one with immense spending power, Made of More spotlights a group of women with significant needs – and the buying potential to match. It's giving Gen X beauty lovers the science-backed products they seek and boosting the visibility of this generation.

How Made of More rethinks menopause beauty for Gen X

Clean Beauty Action Network (CBAN) has issued an open letter to the FDA calling for a ban on toxic products in hair relaxers. As people adopt a holistic approach to hair care routines, they want brands to be transparent about product materials and create products made with their needs in mind.

Toxic materials in hair relaxer prompts urgent action

GLP-1 weight loss drugs are changing users’ skin, according to plastic surgeons across the US, pointing to unseen side effects from the still-novel drugs. With adoption poised to continue skyrocketing, a market may emerge for skincare products for GLP-1 users to treat these side effects.

'Ozempic face' reflects impact of drug on people's skin

Young people's beauty trends are becoming increasingly food-focused, with culinary-aesthetic-inspired online trends taking over the beauty world. As these aesthetics grow in popularity, brands are turning to unorthodox collabs in order to attract Gen Z and Alpha attention.

Beauty brands turn to food collabs for Gen Z appeal

Due to community feedback, The Ordinary is expanding into a new body care product category. The new line features affordable, ingredient-focused products. Building on its trusted reputation of straightforward education and accessibility, the brand has also found success on TikTok.

The Ordinary expands reach with body care on TikTok Shop

Beauty

People across generations are increasingly concerned about the physical impact of getting older

Despite the rise of embracing natural ageing among Gen Y and X, Gen Zers aren't adopting these attitudes. Driven by exposure to unregulated skincare information, AI filters, and toxic narratives around ageing online, they’re displaying worrying concerns about ageing and investing in elaborate skincare routines to delay signs of getting older.