Redefining Beauty for a Digital-First Generation
In this episode of In Conversation With, Global Cosmetics News explores the dynamic preferences and evolving expectations of Gen Z adults—a digitally native, values-driven generation poised to reshape the future of the beauty industry.
Hosted by Siobhan Murphy, the episode features insights from:
- Georgia Stafford, Senior Research Analyst, Beauty, Personal Care, Health & Wellbeing at Mintel
- Trishna Daswaney, Director at Kohl Kreatives
- Disha Daswaney, Chief Operating Officer at Kohl Kreatives
Key Themes & Insights
1. Preventative Aging & Skin Longevity
Gen Z is redefining “anti-aging” through a preventative lens. Georgia Stafford explains how brands like Glow Recipe and Neutrogena are embracing “slow aging,” focusing on long-term skin health rather than immediate results. This shift also promotes lower-concentration actives, hydration, and patience—counterbalancing Gen Z’s historical preference for intense, fast-acting ingredients.
2. Community & Customization
At Kohl Kreatives, Trishna and Disha Daswaney are building private channels and WhatsApp communities to offer Gen Z personalized interactions and direct involvement in product creation. This audience craves peer-to-peer validation, creator-led education, and brands that feel like friends—not authorities.
3. Tech That Empowers
From AI-enhanced tools to gaming and metaverse activations, Gen Z’s embrace of technology opens new avenues for beauty brands. Brands are investing in multi-function skincare devices, menstrual-cycle-based product routines, and digital-first experiences on platforms like Roblox.
4. Sustainability & Human Ethics
Sustainability matters—but human ethics and brand purpose come first. Gen Z wants products that work, but will choose companies aligned with their values. Georgia notes that 57% of Gen Z prioritize human ethics over environmental ethics. Transparency, biotech innovation, and community empowerment are key.
5. Regulations, Retinol & Science
With EU retinol regulations tightening, Gen Z is driving demand for proven retinol alternatives. Georgia emphasizes the need for diverse testing and science-led storytelling, while brands like Róen and Tiaq are setting the bar for transparent efficacy.
6. Playful Expression & Fragrance Futures
From charm accessories to signature scent bundles for people, pets, and pillows, the panel closes with a celebration of creativity. Trishna highlights the rise of “looksmaxxing” and male beauty, while Disha nods to smart SPF stickers and quick-to-use “Quickie Stickies.”
Listen Now:
How is Gen Z reshaping the beauty space? What does personalization really look like? What’s next for product innovation?
This episode delivers practical insights, data-led foresight, and creative inspiration to guide brands into 2025 and beyond.
