Gen Z adores a more natural, candid look with minimal makeup which is what has made the clean makeup look so popular. To get the look, reach for light-coverage, just-a-tint options like Hollywood Flawless Filter; Pillow Talk Lip & Cheek Glow and Collagen Lip Bath, then add a slick of Pillow Talk Push-Up Lashes!
Gen Z are using makeup a little differently. Rather than painting on a more conventionally beautiful face, teens and young people are playing up their imperfections. Contouring and highlighting are out, emphasising your flaws is in.
Leading cosmetics brands among Gen Z in the U.S. 2024
According to data from a survey conducted in 2024 in the United States, the leading cosmetics brand among Gen Z Americans in that year was e.l.f, with about 35 percent of consumers choosing this brand.
“Wearing no mascara is trending for a few reasons, primarily for a shift towards more authenticity, natural beauty, and embracing minimal makeup,” Charlie Riddle, Stila's global beauty director and the makeup artist behind Cynthia Rowley's spring/summer 2025 runway, told Allure.
Three fundamental values stand out: Diversity and inclusivity - As the most diverse generation in history, Gen Z demands brands embrace differences, celebrating inclusivity and challenging traditional beauty standards. They value representation across race, gender, sexual orientation, and body type.
Societal pressure also plays a huge role in Gen-Z's beauty spending. This generation is growing up in a world where appearance is closely tied to success and social acceptance. The pressure to look a certain way isn't new, but it's intensified with social media.
Gen Z girls embrace bold, mix-and-match styles that prioritize individuality and comfort. From oversized tees, cargo pants, and low-rise jeans to Y2K-inspired pieces like crop tops and chunky sneakers, they lean toward expressive, nostalgic, and versatile outfits that often incorporate vintage or upcycled elements.
“Emotionally and psychologically, not wearing a bra can be a statement about how you want to present yourself to the world, and also how you want to cover up very normal body parts,” she said. Dober said many women feel “liberated” by not wearing a bra, which is a sign of young women wanting to reclaim their “agency.”
Fewer young people are having sex, but the teens and young adults who are sexually active aren't using condoms as regularly, if at all. And people ages 15 to 24 made up half of new chlamydia, gonorrhea and syphilis cases in 2022.
The 2020s haven't been easy with Covid-19, inflation, wars, and crazy politics—these anxiety-inducing times create a collective longing for simplicity. This return to minimalism is a social trend that we're also feeling in the beauty world. Forgoing mascara helps us save time.
Our findings reveal that chocolate is the clear favorite among all Gen Z participants when it comes to Halloween treats. However, the Gen Zers in my household like chocolate, but they love fruity gummy candies.
According to London-based Pass_by, a retail industry forecasting service, Sephora has notched more than a 20% increase in store visits by Gen Z and about the same for Gen X (44–59 years old). Gen Z men are also helping to boost global beauty sales, particularly in Asia, according to a recent McKinsey & Co. report.
Sephora claims the top spot
Charlotte Tilbury (82.24), Rare Beauty (79.78), Dior (78.96), Maybelline (75.46), and e.l.f. Cosmetics (75.44) rounded out the top six brands, which drove 25% of Gen Z engagement with beauty brand-related UGC in Q3.
Skincare experts warn that getting Botox or using anti-aging creams too early can cause unwanted side effects and that vaping and e-cigarettes, which Gen-Zers gravitate toward, can also cause premature aging.
Mental Health Challenges: Stress, Anxiety, and Depression
Generation Z is grappling with stress levels that surpass those of previous generations. One undeniable catalyst for the surge in stress among Generation Z is the relentless academic pressure they endure.
“Gen Z would have been going through some of their primary developmental stages regarding sexual initiation,” Kosenko said. “The average age of virginity loss is 17, and with COVID hitting during that time, individuals were not able to go through the typical developmental milestones on time.”
She explained that wearing baggy jeans to bars and clubs serves as a subtle rebellion against societal expectations of “dressing up” in the same way previous generations did, such as the millennial trend of opting for business casual for nights out.
Social media remains central to Gen Z's lives, not just for consuming content but for staying connected. The number of Gen Z TikTokers saying they use the platform for messaging friends and family rose by 82% between 2020-2024.
Hallie Kritsas, a licensed mental health counselor with Thriveworks, told Newsweek: "Gen Z's or zoomers are more likely to be single because they don't derive happiness from being in a relationship. Those who are younger feel less affected by the stigma of being single and don't feel forced to be in a relationship.
Gen Z rejects traditional gender norms, and this is evident in their haircut choices. Androgynous styles, such as buzz cuts, pixie cuts, and long hair on men, are increasingly popular. This shift towards gender-neutral styles reflects a broader cultural move towards inclusivity and acceptance of diverse identities.
The cool neutrals create a sense of calmness and tranquility, while the varying shades of green, blue, and purple are refreshing and promote a peaceful state of mind. These vibrant colors perfectly resonate with Gen Z's modern aesthetic and their affinity for digital and fashion influences.
Many people also wrote in the comments that the younger generation does indeed wear eyeshadow — they just wear more neutral tones and make it more subtle than older generations do.