Gen Z is reimagining and challenging beauty norms, and they most likely will define beauty for the next decade. This is a generation that is growing up between two worlds; the rapidly-changing digital world, and a physical world that seems to throw up new challenges, stresses and obstacles to overcome every day. As a result, beauty standards and the definition of beauty itself is being questioned and challenged. Today, there is no longer a single definition of beauty. We are seeing models who are booked because of what would have been considered an “imperfection” before. We are embracing freckles, scars, stretch marks... Ten years ago, “beauty” was all about covering up imperfections through mattifying your face with layers upon layers of foundation. Today, we don’t want to see airbrushed, flawless images in beauty advertisements anymore. We are motivated to reflect our own flaws and imperfections. Therefore, beauty is imperfection and beauty is bold.
TRENDS IN FLUX
As always, there is an underlying significance and meaning to how people want to portray themselves. For instance, Gen Z uses makeup not only to portray who they are, but who they want to be that day. For them, makeup is all about expressing how they feel in one particular moment in time. Bold liners, striking shapes and glossy lips are making a comeback, but trends are continuously in flux with Gen Z. They don’t have a makeup look that they wear every day. They are much more experimental. It has to do with embracing the different facets of their personality and their different moods and feelings.
Gen Z is living in an age where brands are finally telling you: “It’s ok to be you!”. Part of this change has been driven by the rise of the influencer culture. Gen Z actively looks for brands that are making changes in the world, and brands that are taking a stand for what they believe in. According to Instagram’s Trend Report 2022, one in three people who participated in the survey say they’re more interested in buying and learning about “clean” makeup and beauty products, which includes “plant-based skincare, vegan makeup, using less products on their skin, and products with ‘clean’ ingredients.” The industry is being transformed by Gen Z’s enthusiasm for “clean” skincare products and sophisticated appreciation of ingredients. They desire brands that connect with them like friends. Gen Z-ers also care a lot about seeing what is happening behind the scenes; they want to get a transparent look into things. They care if a beauty line is eco-friendly, vegan, cruelty free, and stands up for what’s right.
INTO THE METAVERSE
While Gen Z and the digital world are continuously transforming makeup and beauty standards, we are now jumping into the world of metaverse, which is still new to most of us. With the usual speed of today’s fast-changing world, beauty brands are making their way into the digital world. Gamers are customising their avatars using virtual cosmetics, bringing new forms of creativity and personality to gaming. Players are turning to digital high fashion clothes, hair and makeup options for enhanced self-expression. Traditional beauty brands including Nars Cosmetics and Gucci are creating virtual makeup for players to use. Although marketing in the metaverse is still in its infancy, brands are just beginning to explore the endless possibilities this virtual world can offer. As gamers continue to engage with “metabeauty”, brands will continue to find opportunities to sell and promote their beauty offerings in the metaverse. Soon, we may all have a huge digital wardrobe and cosmetics drawer for our various avatars.