Has skincare EVER moved this fast?!

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!
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!
And they. move. FAST.
📱 74% of Gen Z shop on their phones
🛍️ 58% have purchased something they saw on social media
🌍 44% start their shopping journey online
This means skincare brands aren’t just competing for shelf space anymore, they’re battling for attention 👀
Juan Campdera ’s research shows that Gen Z doesn’t have a short attention span, it’s actually selective.
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 🔊
And clean beauty? It’s a non-negotiable now. ✅
They read ingredient lists, demand transparency, and expect cruelty-free and sustainable products as standard really.
That’s why brands like rhode skin , DRUNK ELEPHANT , BYOMA , Bubble , and indu are absolutely thriving right now 💫 ✨
They’ve nailed science-backed formulas, authentic marketing, and bold branding, meeting this new wave of skincare consumers EXACTLY where they are.
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.
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!!