Currently at 26% of the world population, growing to one third by 2030, Gen-Z has significant power to influence the way brands launch, market and distribute their beauty products.
Can the big established beauty players keep up with what Gen-Zers want or are they paving the way for smaller, indie competition to take over? In this article, written by a genuine Gen-Z consumer and drawing on research from The State of Fashion: Beauty report, ILG explores the different ways Gen-Zers are influencing how beauty brands operate and why it’s important to keep up with their dynamic, ever-changing desires.
