Gen Z & Gen Alpha Skincare Trends: What Beauty Pros Should Know
Are Gen Z and Gen Alpha redefining skincare? Maybe, based on a recent Vagaro survey that uncovered surprising insights into the skincare routines and preferences of these young demographics. From their daily regimens and spending habits to their long-term goals, these generations are more invested in their skin health than ever before!
As beauty professionals understanding their unique needs is essential to provide young clients with the right skincare services and the best client experiences overall. It also helps position you as an authority on skincare for younger people, guiding them to safe services, as well as the right makeup and skincare products for their ages and skin types.
Click HERE for the results of Vagaro's Generational Skincare Survey, or read on for insights into the skincare goals, interests and routines of each generational demographic.
So, Who Are Gen Z & Gen Alpha?
Before we dive in, let’s get a handle on who we’re talking about. Delineating one generation from another has always been a murky business, though it’s widely considered that Generation Z refers to people born between the years of 1996 and 2007. As of this article’s publication, they are aged 13-27.
Generation Alpha refers to people born between 2010 and 2024, currently aged 0-12. That may seem young, but this is a precocious group. In fact, nearly a third of this demographic's parents surveyed felt their children knew MORE than they did about skincare.
If that seems high, well, nearly HALF of all parents surveyed believe their children know just as much or more about skin health than they do. How is that even possible? Well, the free flow of, and easy access to, a range of skincare information.
Members of both demographics are often considered digital natives because they’ve come of age in a largely digital world and don’t recall a time without smartphones and social media—a time when information wasn’t a click away. This is consequential, as we'll explain later.
For now, let’s explore their goals and areas of focus through the lens of their favorite products, tools, trends, brands and other factors.
Skincare Buying Trends for Gen Z & Gen A
The buying habits of these two demographics are driven by an awareness of skincare trends and preferences shaped by influencers on YouTube, TikTok and other social platforms.
It’s worth mentioning that this influence extends beyond personal use, affecting household spending and gift decisions. In fact, many parents who took part in our survey said that their kids influenced their own skincare buying!
Not surprisingly, generation Z, being a bit older has more buying power, with 39% of respondents spending between $300 to $500 in 2024. Conversely, about 42% Gen A respondents reported spending between $50 and $100 in 2024 (given their youth, it might be safe to assume that money came from their parents...).
Most survey respondents who were parents (over 70%) said that skincare products and tools will be on their child’s holiday wish list. This likely means an upcoming spike in spending with the holiday season upon us.
What are they going to buy? Well...
Most Popular Skincare Tools Used
It’s important to understand how each demographic adopts skincare tools to get a clear understanding of their goals.
Both use various skincare tools and beauty products for different purposes. Interestingly, our survey showed that Gen A, the younger cohort, had higher adoption in some cases than their counterparts.
Gen Z skincare tends to favor hydration and treatment-focused tools, such as
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Sheet Masks (23%)
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Pimple Patches (23%)
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Facial Cleansing Brushes (17%)
Preference for these products isn’t surprising, considering acne, oily skin and other complexion issues common to teens and young adults.
Gen A shares some commonalities, such as a preference for facial cleansing brushes (19%). However, they also have a unique preference for massage and circulation tools, including:
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Jade Rollers (19%)
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Gua Sha (19%)
So, when marketing skincare tools, remember the following simple equations:
H (hydration) + T (treatment) = Z
M (massage) + C (circulation) = A
Most Popular Skincare Brands & Beauty Products
Once again, slightly different skincare goals influence brand preference and loyalty among younger generations.
A few favorites for each include:
Gen Z
This demographic seems to prefer affordable, science-backed skin care products from such brands as:
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CeraVe (20%): CeraVe is known for its focus on restoring and maintaining the skin's natural barrier through, among other ingredients, three essential ceramides (ceramides 1, 3, and 6-II), which are naturally found in the skin.
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The Ordinary (15%): Known for its minimalist approach, The Ordinary focuses on using individual ingredients, such as hyaluronic Acid and retinoids, in their purest form to target specific skin concerns based on skin type.
Gen A
Our survey found that this generation is drawn to playful, barrier-focused formulas from such brands as:
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Bubble (24%): Bubble is a brand designed for young skin that favors gentle skincare solutions and with non-toxic ingredients and science-backed formulas.
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BYOMA (15%): BYOMA is relatively new and makes a range of products, including serums for hydrating, brightening and clarifying. Its focus is barrier-boosting skincare.
When it comes to skincare brands, both demographics seem to value both results and transparency equally. This likely explains the shared favorite, Drunk Elephant (Z, 17%; A, 15%). Drunk Elephant is known in part for its reputation as clean and “gentle” and favoring Vitamin C and peptides over harsh chemicals like fragrances & dyes, silicones and drying alcohols.
Beneath the products each demographic uses are the ingredients that make up them. Understanding these ingredients will help us home in on their specific skincare needs.
Most Popular Skincare Ingredients
While both demographics share some similar skin goals generally (hydration, skin barrier health), and share at least some brands in common, their preference for ingredients reflects unique needs.
This isn’t surprising, given the differences in age. We all remember the ongoing battle against acne, blackheads, excess oil and dry skin throughout our teen years. This is a battle many Z’ers are presently waging, and the oldest of the Alpha cohort will soon experience.
Here’s a quick snapshot, with the top 4 active skincare ingredients used by each demographic
Gen Z
These folks favor active ingredients that address acne and exfoliation, which are common concerns for teens and young adults.
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Vitamin C (13%)
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Hyaluronic Acid (10%)
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Salicylic Acid (10%)
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Peptides (10%)
Gen A
The junior demographic seems to prefer gentler, soothing ingredients and cares about maintaining moisture, skin barrier health, brightness and comfort.
Popular ingredients among gen alpha include:
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Hyaluronic Acid (19%)
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Aloe Vera (14%)
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Vitamin C (14%)
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Green Tea Extract (14%)
You’ll notice some crossover here. Hyaluronic acid is considered by some dermatologists a good “starting point” for skincare1 and is found in many skincare products, such as serums, moisturizers, eye creams, and toners.
However, there are some caveats to consider with a few of the ingredients above. Salicylic acid can be harsh, is best for truly oily or acne-prone skin types and should be used exactly as instructed.
Retinoids (retinol, niacinamide), which are commonly used for acne and anti-aging can be harsh for young skin unless prescribed by a healthcare professional. Both were somewhat popular among survey respondents:
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Niacinamide: 10% of Z respondents
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Retinol: 10% of A respondents
This all begs one particularly important question...
Where Do Gen Z & Gen A Get Their Skincare Info?
Young consumers are more likely to seek skincare knowledge and advice from internet searches and social media platforms than from, say, their dermatologist.
To be specific, our survey found that:
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Z prefers traditional social media influencers
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A prefers YouTube creators.
The next most popular source for skincare information among each age group? Friends or peers. The chances of any of these people being board certified dermatologists or medical aestheticians are slim. For obvious reasons, this can be cause for concern.
This information is important for salon or spa owners. On one hand, if you want to know what services and trending products to market to younger consumers, then look no further than some of the most prominent beauty and skincare influencers.
Remember, though, that skincare routines or products that are practical or safe for 30-year-olds might not be best for a 17-year-old's skin—regardless of what a award-winning social media stars might say.2
You have an opportunity to do more than make money but be an authority for younger clients on skincare. In fact, you can start making social media content TODAY that is authentic, authoritative and impactful to market your business.
Effective marketing and content creation begins with understanding the habits, skin goals and struggles of younger consumers. Once you know these, you can provide young clients with the right kinds of solutions and suggest the right kinds of services.
Additional Sources