Gen Z and Gen Alpha are rewriting the skincare rulebook. They purchase their skincare products… then they study it, question it, and expect more from it!

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Thanks to TikTok and Instagram, skincare education is happening earlier than ever. Gen Z and Alpha know their niacinamide from their salicylic acid before they’ve even bought their first serum!

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And they. move. FAST.

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📱 74% of Gen Z shop on their phones

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🛍️ 58% have purchased something they saw on social media

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🌍 44% start their shopping journey online

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This means skincare brands aren’t just competing for shelf space anymore, they’re battling for attention 👀

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Juan Campdera ’s research shows that Gen Z doesn’t have a short attention span, it’s actually selective.

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They scroll past the forgettable and stop for what feels REAL. Overly polished ads? They don’t connect. What works? Close-ups, textures, real application. If a product isn’t bold, unfiltered, and instantly engaging, it’s already lost in the noise 🔊

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And clean beauty? It’s a non-negotiable now. ✅

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They read ingredient lists, demand transparency, and expect cruelty-free and sustainable products as standard really.

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That’s why brands like rhode skin , DRUNK ELEPHANT , BYOMA , Bubble , and indu are absolutely thriving right now 💫 ✨

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They’ve nailed science-backed formulas, authentic marketing, and bold branding, meeting this new wave of skincare consumers EXACTLY where they are.

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With Gen Z and Gen Alpha’s spending power set to hit $12 TRILLION by 2030, the brands that truly understand them are building loyalty.

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It’s an exciting time for the beauty industry. The question is, are brands keeping up? I’d love to hear some of your takes on the Gen Z/Gen Alpha takeover!!