Gen Z Beauty Shopping Behavior 2025

Gen Z is redefining how beauty products are discovered, evaluated, and purchased in 2025. With this generation coming of age in a fully digital world, their shopping behaviors are shaped by platforms like TikTok, Instagram, and Pinterest, where trends emerge in real time. But beyond aesthetics, Gen Z is driven by values—prioritizing sustainability, inclusivity, and personalized experiences in every purchase.

Their expectations are reshaping product development, marketing strategies, and retail formats across the beauty industry. As more Gen Z consumers gain purchasing power, brands that don’t adapt risk being left behind. Understanding their preferences today is key to staying relevant tomorrow.

 

Gen Z Beauty Shopping Behavior 2025 (Editor's Choice)

 

Here are the top 10 Gen Z beauty shopping behaviors shaping the industry in 2025, backed by recent research and consumer insights:

1. Digital-First Discovery and Purchasing
Gen Z predominantly discovers and purchases beauty products online, with platforms like TikTok, Instagram, and Pinterest serving as primary sources for product discovery. Pinterest has become a significant shopping destination for Gen Z, leveraging AI-enhanced personalization and visual search capabilities.

2. Emphasis on Personalization and Technology Integration
This generation values personalized beauty experiences, utilizing AI-driven tools for skin assessments and virtual try-ons. Brands like Sephora and Ulta have integrated such technologies to cater to Gen Z's desire for tailored product recommendations.

3. Commitment to Sustainability and Ethical Practices
Gen Z consumers prioritize eco-friendly and ethical beauty products, seeking out brands that offer cruelty-free, vegan, and clean beauty options. Packaging sustainability, such as refillable or recyclable materials, also influences their purchasing decisions.

4. Demand for Inclusivity and Representation
Inclusivity is non-negotiable for Gen Z. They support brands that offer diverse shade ranges and gender-inclusive products, and they expect marketing campaigns to reflect a broad spectrum of identities and body types.

5. Preference for Affordable Luxury
While budget-conscious, Gen Z is willing to invest in products that offer quality and align with their values. Brands like The Ordinary and E.L.F. have gained popularity by providing high-quality products at accessible price points. 

6. Adoption of Holistic Beauty Approaches
Gen Z embraces a holistic approach to beauty, recognizing the connection between overall health and skin, hair, and nail health. They incorporate lifestyle changes, such as improved diet and hydration, to enhance their appearance from within.

7. Influence of Social Media and Influencers
Social media platforms, particularly TikTok, play a crucial role in shaping Gen Z's beauty preferences. They are heavily influenced by beauty influencers and viral trends when making purchasing decisions.

8. Interest in Multi-Functional Products
Gen Z favors products that offer multiple benefits, such as makeup that also provides skincare advantages. This preference aligns with their desire for convenience and value in their beauty routines.

9. Participation in Subscription Services
Subscription-based beauty services are popular among Gen Z, offering personalized product selections and the convenience of regular deliveries. These services align with their values of personalization and sustainability.

10. Engagement in Conscious Consumption Movements
Movements like the "No-Buy" challenge resonate with Gen Z, reflecting their desire to practice mindful consumption and reduce unnecessary spending. This trend underscores their commitment to financial mindfulness and sustainability.

 

 

Gen Z Beauty Shopping Behavior 2025 and Future Implications

 

Gen Z Beauty Shopping Behavior 2025 #1. Digital-First Discovery and Purchasing

Gen Z shoppers rely heavily on digital platforms like TikTok, Instagram, and Pinterest to find new beauty products. Their preference for short-form video content and influencer reviews has transformed social media into a beauty search engine. Brands that optimize their visibility on these platforms see greater engagement and conversion from Gen Z consumers. As Pinterest continues investing in AI-driven shopping features, we can expect more immersive and visual-first e-commerce experiences tailored to this generation. In the future, brands without a strong digital storytelling presence may struggle to connect with Gen Z.

 

Gen Z Beauty Shopping Behavior 2025 #2. Emphasis on Personalization and Technology Integration

Personalization through tech tools is no longer optional for beauty brands targeting Gen Z. Skin scanning, virtual try-ons, and quiz-based product matching are essential for creating individualized shopping experiences. Sephora and Ulta have led this trend by integrating advanced AI into their apps and websites. These innovations reduce product returns and boost buyer confidence. Looking ahead, tech-powered personalization will likely become a baseline expectation in the beauty shopping journey.

 

Gen Z Beauty Shopping Behavior 2025 #3. Commitment to Sustainability and Ethical Practices

Gen Z beauty shoppers prioritize sustainability in every aspect of their purchases, from cruelty-free testing to zero-waste packaging. Clean ingredients and eco-friendly manufacturing processes influence which brands they trust. As demand rises, smaller indie brands with strong environmental missions are gaining popularity over legacy companies. Expect to see more refill stations, biodegradable containers, and supply chain transparency. Moving forward, beauty brands will need to embed sustainability into their core operations—not just as a marketing message.

 

Gen Z Beauty Shopping Behavior 2025 #4. Demand for Inclusivity and Representation

Inclusivity drives loyalty among Gen Z, who are quick to call out brands that fail to represent diverse skin tones, gender identities, and body types. Beauty campaigns that feel authentic, diverse, and culturally aware tend to go viral and earn long-term loyalty. This generation expects shade ranges and product lines to reflect their realities. Brands like Fenty Beauty and Youthforia continue to win this audience by embracing inclusivity at every level. As younger consumers grow older, inclusive practices will move from being a differentiator to a standard expectation.

 

Gen Z Beauty Shopping Behavior 2025 #5. Preference for Affordable Luxury

Gen Z wants quality skincare and cosmetics without the luxury markup. Brands like The Ordinary and E.L.F. are succeeding by offering high-performance formulas at drugstore prices. This generation is savvy—they read ingredient lists, watch product reviews, and seek dupes for expensive items. Affordable luxury is not about compromise; it's about accessibility and value. Going forward, brands that balance science-backed formulations with fair pricing will dominate the Gen Z market.

 

 

Gen Z Beauty Shopping Behavior 2025 #6. Adoption of Holistic Beauty Approaches

Gen Z views beauty through a wellness lens, linking skin clarity and hair health to hydration, nutrition, and mental health. This holistic mindset has expanded the beauty category to include supplements, adaptogens, and lifestyle products. Functional beauty—where skincare meets health—will likely grow in popularity among this group. Brands that educate consumers on the connection between inner health and outer appearance will stand out. As a result, we may see more crossover between the beauty and wellness industries.

 

Gen Z Beauty Shopping Behavior 2025 #7. Influence of Social Media and Influencers

Influencer recommendations on TikTok and Instagram carry more weight than traditional advertising for Gen Z. Viral product challenges and unfiltered reviews influence everything from initial discovery to final purchase. This peer-driven trust model means that authenticity is more important than polish. Brands that co-create with micro-influencers and encourage user-generated content tend to build stronger loyalty. Looking ahead, community-first strategies will outperform one-way promotional tactics.

 

Gen Z Beauty Shopping Behavior 2025 #8. Interest in Multi-Functional Products

Gen Z prefers multi-tasking beauty products that offer efficiency and practicality, like tinted moisturizers with SPF or lipsticks with plumping agents. Their busy, minimalist lifestyles demand fewer steps without sacrificing results. These products also support sustainable habits by reducing packaging and waste. Multi-functional formulations will become more sophisticated, blending skincare actives with cosmetics. In the future, expect innovation to center on hybrid products that combine convenience, performance, and value.

 

Gen Z Beauty Shopping Behavior 2025 #9. Participation in Subscription Services

Gen Z consumers enjoy the personalization and convenience that beauty subscription boxes offer. Monthly packages that cater to their skin type, preferences, and seasonal needs feel like curated experiences. Brands using AI to tailor product selections enhance customer satisfaction and increase loyalty. These services also provide a low-commitment way to try new products, which aligns with Gen Z’s cautious spending habits. As personalization tech evolves, subscription services will likely become even more data-driven and segmented.

 

Gen Z Beauty Shopping Behavior 2025 #10. Engagement in Conscious Consumption Movements

Challenges like the “No-Buy” movement showcase Gen Z’s awareness of overconsumption and waste. They are choosing quality over quantity and rejecting impulsive spending in favor of intentional purchases. Conscious consumption aligns with their values on sustainability and financial literacy. Brands that encourage mindful shopping, promote refill options, and support resale or recycling programs will earn their trust. As this mindset becomes more mainstream, impulsive beauty marketing will lose its edge.

 

Future-Proofing Beauty for Gen Z’s Standards

 

Gen Z’s beauty shopping habits in 2025 are setting a new baseline for what consumers expect from brands. Their focus on authenticity, ethical production, digital convenience, and inclusivity is no longer niche—it’s mainstream. Companies that treat these preferences as short-term trends may find themselves outpaced by newer, more agile competitors that prioritize long-term trust and transparency. 

From product innovation to influencer partnerships, every part of the beauty ecosystem is being shaped by Gen Z’s values. To stay competitive, brands must evolve from selling beauty to building genuine, values-driven relationships with this generation.

 

Sources:

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