How GenZs have changed the way we (and the brands) look at beauty

Multitasking products, multifunctional make-up, and more.

Harper's Bazaar India

The impact that GenZ (people born between 1997 and 2012 and now the age group of 18-25) has had on the beauty universe is undeniable. They’ve completely changed the game and it’s all for the better. They’ve gotten brands to leave behind traditional standards of beauty and adopt sustainable practices with hardworking products that deliver more than their promised results. They know exactly what they want and are extremely well-informed about ingredients and formulations. GenZ also believes in embracing imperfections and using make-up as a form of self-expression. We are fascinated by their perspective and the way they’ve gotten brands to bend over backwards to cater to their needs. They are, after all, one of the largest growing consumer bases. And their beauty habits have in turn helped us all. 

Read on for some beauty lessons we can learn from GenZs!

Skincare in make-up 

From lipsticks infused with SPF or Hyaluronic acid to Vitamin E-packed lip and cheek tints (and so much more), GenZ has taught us to take care of our skin even while dolling up for the day. Until a few years ago, make-up was just that. It was used to cover up blemishes and add some colour. However, now, consumers have become more aware of what they use on their faces. Hence, skincare-infused make-up is just what we need more of.  

Just to be clear though, as much as we love make-up products that are skin-friendly they are in no way substitutes for skincare. You still need a cleanser, moisturiser, and the whole shebang. These products just offer extra protection and hydration. 

Hybrid make-up 

Numerous brands are switching up their strategies to become a GenZ top pick. One of those changes includes coming up with more multitasking and hardworking products. Think stackable lipsticks and 3-in-1 face palettes that comprise a powder blush, highlighter, and contour. It’s a dream come true for people who are always running from pillar to post or are just too lazy (no judgment, I am in the same boat). 

But it’s not only that. The way we use make-up products has changed too. For instance, let's look at cream blushes that have gained a sudden popularity. If you need to look presentable in a hurry, you can use the same cream blush palette on your eyelids and lips. Throw in some eyeliner and you have a mono-tone make-up look ready in minutes. 

Not to mention that products have become easier to use. We’re talking stick foundations, concealers, blushes, sunscreen, and even moisturisers. It’s not fussy or mussy. There is no mess to clean up and you don’t have to worry about your favourite powder palette breaking into a million little pieces. 

Get creative  

For a long time, there was one set way to wear make-up. But that’s not the case anymore. GenZs aren’t the ones to colour within the lines. This means that on the days you don’t feel like making a wing, you don’t have to struggle. You can do a graphic eyeliner (which means whatever design you feel like!) and even throw in some embellishments on days you feel a tad extra. Over these past few years, thanks to our GenZ friends, we’ve learned that make-up is more about expressing yourself than it is about covering up your dark circles and pimples. 

Ingredient-led skincare  

For the uninitiated, ingredient-led skincare is basically products that are created around one hero ingredient. These skin superstars include—hyaluronic acid, niacinamide, vitamin C, AHAs, BHAs, squalene and the list goes on. Social media platforms like TikTok play a huge hand in deciding which ingredients trend and the average consumer learns all about these ingredients through those posts. Now, ingredients are taking precedence over brand names. This also means that skincare is not a huge cat-and-mouse game anymore. You can choose the ingredients you know will suit your skin, instead of having to buy several just to find the one that would fit your type.