Generation Z is no longer content to simply consume beauty—it is redefining the rules.
Driven by a digital culture and a heightened awareness of social issues, they are setting new expectations that are profoundly reshaping the market.
Nearly 3 out of 4 young people say they place particular importance on brands’ values and ethics. This expectation goes beyond mere communication: it affects the overall credibility of the companies involved.
A Reevaluation of Aesthetic Standards
The dominant model of the 2010s, characterized by homogeneous and heavily retouched images, is losing steam.
At the same time, new trends are emerging that place greater value on authenticity: visible skin textures, embracing imperfections, and diversity in appearance.
These developments are part of a broader trend toward reimagining aesthetic norms.
A Fragmentation of Reference Points
Beauty is no longer defined by a single model, but by a plurality of aesthetic and cultural worlds.
People navigate between these references, combining and adapting them.
This fragmentation makes it more challenging to interpret the market, while also opening up new avenues for self-expression.
A Transformation of the Role of Brands
In this context, expectations revolve around three pillars:
- transparency, particularly regarding product composition and commitments
- sincerity in communication, moving away from the practice of overpromising
- the ability to involve consumers in the process (feedback, co-creation)
This shift reflects a transition from a vertical model to a more horizontal relationship.
Toward a Co-Creation Approach
Some brands are now structuring their development around their community, incorporating user feedback at every stage.
This approach fosters greater agility but also requires greater consistency.
Legitimacy no longer rests solely on expertise, but on the ability to build a lasting relationship of trust.
