Friday, April 25, 2025
Kantar at MakeUp in LA 2025: Understanding Generation Z – A Generation That Both Surprises and Inspires
Kantar took the stage at MakeUp in LA 2025, leading an inspiring workshop focused on a generation that fascinates as much as it challenges – Generation Z.
Engagement, creativity, conviction, and high expectations: how the values and aspirations of today’s 12–27-year-olds are reshaping the beauty market and driving its future.
1. GEN Z: A PORTRAIT
One in four people on the planet is a member of Generation Z. With global fertility rates declining, Gen Z is set to become one of the most influential generations for decades to come.
The vast majority of Gen Z lives in Asia and Africa. In India alone, there are 405 million Gen Z individuals – more than the combined total populations of the U.S. and the U.K.
The vast majority of Gen Z lives in Asia and Africa. In India alone, there are 405 million Gen Z individuals – more than the combined total populations of the U.S. and the U.K.
Feeling comfortable expressing who you are
(Extremely/very important: 75% Gen Z vs. 66% rest of population)
This generation places high value on individuality and diversity. They challenge traditional norms and embrace differences – across cultures, within their own identities, and in their communities.
(Extremely/very important: 75% Gen Z vs. 66% rest of population)
This generation places high value on individuality and diversity. They challenge traditional norms and embrace differences – across cultures, within their own identities, and in their communities.
Being seen as someone who stands up for their beliefs
(Extremely/very important: 63% Gen Z vs. 57% Millennials)
Growing up in a constantly connected world, Gen Z is acutely aware of risks and uncertainties. They are pragmatic in the face of challenges and want to act for change – or at the very least, speak out for it.
(Extremely/very important: 63% Gen Z vs. 57% Millennials)
Growing up in a constantly connected world, Gen Z is acutely aware of risks and uncertainties. They are pragmatic in the face of challenges and want to act for change – or at the very least, speak out for it.
Constantly striving for self-improvement
(Extremely/very important: 81% Gen Z vs. 75% rest of population)
They adopt a "hacker" mindset – leveraging creativity and adaptability as tools for progress.
(Extremely/very important: 81% Gen Z vs. 75% rest of population)
They adopt a "hacker" mindset – leveraging creativity and adaptability as tools for progress.
Appearance matters
(Extremely/very important: 55% Gen Z vs. 42% rest of population)
Raised with constant social comparison via social media, Gen Z pays more attention to appearance than the global average – while also celebrating unconventional beauty and rejecting the rigid ideals of previous generations.
(Extremely/very important: 55% Gen Z vs. 42% rest of population)
Raised with constant social comparison via social media, Gen Z pays more attention to appearance than the global average – while also celebrating unconventional beauty and rejecting the rigid ideals of previous generations.
2. NEW REALITIES
Based on our global Global Monitor study, we’ve identified four key trends shaping the behaviors and expectations of this young generation:
1/ (SK)in the Know
Thanks to influencers, TikTok (used as a search engine), and the rise of ingredient-focused brands like The Ordinary and The Inkey List, Gen Z is the most informed and skincare-savvy generation to date.
They seek natural solutions without rejecting science – wanting the best of both worlds.
In line with this, our Global Monitor shows growing interest in microbiome and skin barrier health, especially relevant for a generation highly prone to acne.
They’re actively seeking products that support skin balance (like beauty supplements) and new types of biotics – embracing a holistic approach to beauty as part of overall well-being.
2/ Slow Beauty
Slow Beauty is a more mindful approach focused on less waste, better ingredients, and superior product performance.
It’s a natural result of rising awareness about ethical and sustainable consumption. It encourages young consumers to streamline purchases.
Consumer verbatims (Metaskope Kantar 2023):
“Do I really need 10 eyeshadow palettes? I’d rather invest in one good one.”
“I won’t buy a new mascara if I still have one open.”
New brands are redefining time:
- Vintner’s Daughter takes three weeks to produce a single serum bottle – 66 times longer than the market average.
- Summer Fridays offers curated, essential product lines.
- DIEUX introduced the Forever Eye Mask, a reusable skincare innovation.
We're moving away from a model of constant launches toward a focus on quality over quantity. Impulse purchases will still exist, but product superiority and R&D will become crucial drivers of market success.
3/ Emotional Wellness
Youth anxiety is on the rise. Every generation faces trauma – but for Gen Z, it’s inescapable, amplified by algorithm-driven content.
Beauty now plays a role in emotional support. Holistic self-care routines, beauty supplements, and devices like Current Body LED masks or ZIIP Halo are gaining popularity.
Gen Z-favorite brands like RARE BEAUTY and BODY PROUD go even further, developing fragrances designed to comfort and empower, such as Rare Beauty’s “Find Comfort” line.
4/ New Players / New Territories
Celebrity-led beauty brands are gaining market share.
By 2025, traditional institutional brands no longer hold the same aspirational value.
By 2025, traditional institutional brands no longer hold the same aspirational value.
Gen Z wants to stand out – to challenge norms and redefine beauty standards. Their go-to brands?
Danessa Myricks, Pat McGrath, Make Up by Mario, Tower 28, Merit, Summer Fridays – these are the labels that excite young consumers today in U.S. Sephora stores.
Celebrity brands resonate more with Gen Z because:
- They are embodied: Selena Gomez’s focus on mental wellness lends deeper meaning and credibility to her Find Comfort range.
- They convey a narrative that transcends beauty, tapping into fandoms and emotional connection.