Generation Z (or, more commonly, Gen Z for short) is the first social generation to have grown up with access to the Internet; therefore, they are considered the “digital natives.”
Gen Zs are digitally literate and have more access to information. They are also reshaping the idea of a “good night out” by drinking less and paying more attention to their health, social image, and anxiety.
When it comes to cosmetics and personal care brands, those born between the mid-to-late 1990s as starting birth years and the early 2010s keep in mind that clean brands are essential, and fighting bad breakouts, and dry skin begins with choosing products formulated with the right ingredients.
The market is saturated with products targeting Gen Zs, but which ones fulfill their expectations? We tested and created a listicle including cosmetics and personal care brands every Gen Z would love to try.
WYOS (Write Your Own Story)
WYOS (Write Your Own Story), founded by Jamie Glassman and Wendy Charland, is a clean, vegan brand packaged in a unique and sustainable stick format that is perfect for at-home or on-the-go.
Crafted with bright, poppy colors, all WYOS offerings are designed to bring a little happy to users everyday routine – no matter the activity, time or place. WYOS is all about less waste and more convenience, inspiring its community to find more time to enjoy life’s moments and craft their story.
Skin Proud
Skin Proud is a budget friendly, 100% vegan and PETA-approved cruelty-free skincare saviors. Skin Proud is available at Walmart.com starting from $8.
Bliss
Bliss facial and body care will deliver clean, clear, hydrated skin to keep you glowing all semester long. Get the Bliss Lemon & Sage Soapy Suds Body Wash, Bliss Lemon & Sage Body Butter, Bliss Clear Genius Clarifying Cleanser, Bliss Clear Genius Clarifying Toner-Serum, and Bliss Drench & Quench Cream-to-Water Hydrator at Target andTarget.com.
C\'est Moi Skincare
Based on the premise of celebrating and loving yourself with beauty that is good for you, C’est Moi - a Gen Z and young Millennial brand - is known for their gender-inclusive, gentle, and effective products that are proven game changers for anyone with delicate, sensitive or blemish prone skin.
All C’est Moi products are dermatologist tested, hypoallergenic, fragrance free, talc free, cruelty free, reef-safe, EWG-verified and have both recyclable and FSC certified packaging. The brand is also partnered with Terracycle to further their commitment to sustainability.
ZenLuxCo
ZenLuxCo was founded on the mindset that taking care of yourself helps you to live your best life and pass it forward to others. Self-care encompasses so many things, most importantly, carving out that special time to focus on your mind, body, and soul.
Each set includes a mulberry silk pillowcase, facial roller, lip mask, headband and a free gratitude journal! Giving yourself a little TLC is all part of a well-rounded lifestyle. Plus, who couldn’t use a little more zen in their lives? Proceeds raised from each sale go towards the important work that Rights4Girls is doing to help with young women’s rights. Grab a gift with the special feeling of knowing that your part plays a bigger role in the development of our next generation of women.
Fieldtrip
Fieldtrip, launched in 2022, is a skin and body care brand designed specifically for the Gen Z consumer. Positioned as “Your Earth. Your Skincare.”, the brand features highly expressive, nature-found ingredients from around the world and is clean, cruelty-free, and vegan.
Fieldtrip has also partnered with Keep America Beautiful to donate 5% of net proceeds to its RETREET Program, which aims to redefine disaster relief by helping make the earth a greener, cleaner, more beautiful place to live. To learn more, visit FieldtripSkin.com.
Koope
A pioneer in skinimalism, Koope is a purpose-led brand founded by esthetician Nadia Porter on a mission to make skincare simple and accessible while giving back to efforts to end human trafficking and collaborating with artists. Its two-step cleanse and moisturize regimen uncomplicates your daily skincare routine while offering tremendous benefits. For every product sold, $1 is donated to anti-human trafficking groups.
itk
Brooklyn and Bailey McKnight launched itk, a line of dermatologist-tested, community-created and wallet-approved skin care essentials exclusively at Walmart.
itk has a fresh approach to treating skin that will never stop evolving, always delivering unexpected and innovative products— all at an attainable price point. The cruelty-free, efficacious, and straightforward skin care line, inclusive of 15 SKUs for a wide range of skin types and needs, is available in 3,800 Walmart stores nationwide and online on walmart.com.
itk is co- created in partnership with Maesa, the beauty incubator transforming the industry by growing meaningful brands globally. itk’s mission is to make sure everyone has access to knowledge so that they can understand what their skin needs and stay “in the know” about products to get them there — because caring for your skin should be as ever-evolving as you.
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