In its latest report, The Gen Z Effect: What Beauty Brands Need to Know to Win Their Loyalty, Revieve explored how Gen Z is influencing purchasing patterns, brand engagement, and the future of personalized skin care experiences.
The report, which was based on anonymized aggregated data collected by Revieve solutions deployed across the markets, revealed that Gen Z accounts for 35% of total website traffic and demonstrates a 40% higher purchase and add-to-cart rate than other demographics, indicating strong engagement and intent.
To better understand how beauty brands can turn these insights into action, CosmeticsDesign spoke with Irina Mazur, Chief Marketing and Product Officer at Revieve. “Gen Z’s influence stems from growing up in a hyper-connected, digital-first world where trends spread at lightning speed and personal expression is paramount,” she explained.
Their values-driven mindset means they gravitate toward brands that promote wellness, mental health, and self-care, and demand transparency in formulation, ingredient sourcing, and brand mission.
The role of AI in enhancing personalization
Digital technologies are central to Gen Z’s beauty shopping experience. “AI-powered digital experiences are revolutionizing how Gen Z shops for beauty, making the process more interactive, personalized, and immersive,” said Mazur. With 58% of Gen Z engaging in selfie-based AR try-ons and AI-driven recommendations, she explained that “these technologies aren’t just a novelty—they’re an expectation.”
Revieve’s innovations include tools like the Hair Color Artist, developed with Google Cloud, which allows real-time hair color visualization. “AI helps bridge this gap by offering tailored skin care, makeup and hair care recommendations, real-time skin and hair diagnostics, and hyper-personalized product matches,” Mazur stated.
Looking ahead, the integration of AI into the beauty journey is expected to expand. “From AI-powered virtual consultants that adapt to mood, environment, and lifestyle factors to smart beauty devices that sync with wearables and dermatology apps, the future of beauty is a fully connected ecosystem,” she added.
Sustainability and ingredient transparency remain top priorities
Gen Z’s preference for clean beauty is strongly reflected in the report’s findings, with 81% valuing ingredient transparency and 56% favoring fragrance-free skin care. According to Mazur, “To win Gen Z’s trust and loyalty, beauty brands must prioritize transparency, sustainability, and ethical responsibility in every aspect of their business.”
Mazur recommended that companies provide accessible ingredient information and third-party certifications via QR codes, mobile apps, or AI analyzers, as “openly sharing third-party certifications, lab testing results, and sourcing stories can build credibility and trust.”
Additionally, she noted that engaging through eco-conscious influencer partnerships and sustainability-focused initiatives can bolster brand credibility with this audience. “Offering recycling programs, take-back incentives, or opportunities for customers to support environmental causes further demonstrates a brand’s commitment,” Mazur explained.
Tailoring strategies to regional preferences
Revieve’s data also revealed regional differences in Gen Z skin care habits. In North America, 59% of Gen Z prefer high-end skin care to address concerns such as acne and uneven skin tone. In light of this finding, “brands should emphasize advanced formulations with potent, science-backed ingredients,” Mazur recommended.
In contrast, affordability is key in the APAC region, where 52% prioritize daily routines and paraben-free or organic ingredients. Mazur advised that brands “gain traction by offering high-quality yet accessible skincare essentials that fit seamlessly into morning and evening regimens.”
Across all markets, AI and AR tools remain crucial for localized engagement. “By combining technological innovation with regional insights, beauty brands can deliver products and experiences that feel relevant, personalized, and ultimately, loyalty-building,” she added.
Leveraging social media for conversion
Social platforms play a critical role in Gen Z’s path to purchase. “Social media platforms like TikTok and Instagram are not just discovery channels for Gen Z—they are the new storefronts, shaping purchasing decisions in real time,” Mazur explained.
To convert engagement into sales, brands should incorporate AI-powered try-ons, diagnostics, and product matching into social content. “By integrating these features directly into social content, brands ensure that engagement naturally leads to conversion,” said Mazur.
Authenticity, however, remains essential. “Gen Z values brands that feel relatable and transparent,” she noted. She emphasized the importance of user-generated content, influencer collaborations, and interactive challenges in fostering trust and brand affinity.
Preparing for the future of Gen Z beauty engagement
Over the next five years, Revieve forecasted that brands will need to focus on hyper-personalization, digital innovation, and value alignment to stay competitive with Gen Z. “Gen Z is redefining beauty engagement, and over the next five years, brands will need to adapt to their evolving expectations,” said Mazur.
She anticipates continued growth in connected beauty ecosystems, such as voice-assisted skin care coaches, smart mirrors, and personalized subscriptions based on lifestyle data. “AI-driven personalization will become more intuitive, leveraging purchase behavior, location data, and emerging trends to refine recommendations at every stage of the consumer journey,” she added.
Mazur concluded that success will come to brands that blend technology with authenticity: “Those that seamlessly blend cutting-edge technology with authenticity and human connection will stand out in the ever-growing digital landscape.”