Why ancient beauty brands are luring Gen Z

By Jo Allen | Published: 13-Feb-2024

An antidote to their tech-heavy, fast-paced lifestyles, centuries-old beauty rituals and remedies are teaching Gen Z how to slow down

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This article was originally published in the Ancient Beauty Trend Report. Receive your copy here

Hair oiling, gua sha, dry body brushing and rice water treatments stand out as some of the most viral – and long lasting – TikTok beauty trends of the past five years.

But while they have been extensively popularised by influencers and celebrities, it is no coincidence that they are all rooted in ancient and time-tested beauty practices and rich cultural traditions.

This lies at the essence of their appeal.

For Gen Z, ancient remedies and traditional beauty rituals are proving to be attractive for many reasons, including offering respite from their tech-heavy, hectic lifestyles.

Hair oiling, for example, is a soothing ritual that can last several hours or overnight, while facial gua sha massage is an intentionally slow practice.

Akash Mehta, CEO and co-founder of Fable & Mane, a hair wellness brand inspired by ancient Indian hair oil massage, says: “I think Gen Z are yearning for ways to slow down, especially as they are so immersed in the tech world and are exhausted by it, whether they admit it or not.

“They are seeing these ancient rituals as a chance to take a moment, take a deep breath, recognise that good things take time, and to massage for ten minutes rather than one.”

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