As men rewrite the rulebook on masculinity, brands and retailers are empowered to embrace self-care, the importance of family, and a softer, emotionally engaged approach to male beauty and grooming (WGSN). Brands are normalizing makeup for men with inclusive formulas and cosmetic-skincare hybrids, appealing to Gen Z as the most gender-fluid generation (WGSN).

In tandem with male beauty, gender-fluid beauty is on the rise. Beauty brands—and society—are rejecting the concept of male vs. female in favor of genderless products and a more inclusive point of view (BeautyStreams).

Gen Z buyers know what they want from a beauty brand: sustainability, inclusivity, and a versatile means of self-expression. And they’re not afraid to ask for it. This cohort is ultra-conscientious and will speak up for their beliefs—and they will absolutely put their money where their mouth is.

Gen Z is calling for transparency, authenticity, and eco-friendly practices in the brands they buy from. A lack of brand loyalty means Gen Z consumers will freely jump ship if a brand’s values don’t align with their views on sustainability or inclusivity (WGSN). Creativity is a major part of Gen Z’s beauty routine, with these consumers seeing makeup and beauty products as an artistic and emotional experience, not just a means of achieving ‘perfection’ (WGSN).

Never-ending Zoom meetings fueled by the pandemic have boosted the demand for anti-aging benefits as consumers seek ways to ‘perfect’ their digital appearance (WGSN). Beauty buyers are seeking science-backed anti-aging products, appealing to a self-care generation with retinol, collagen, antioxidants, vitamin C, hyaluronic acids and peptides (WGSN).

‘Age-inappropriate’ beauty is on the rise. Millennials and Gen Xers are increasingly reaching for expressive applications that fall outside traditional ‘age acceptable’ norms. Age positivity is growing, powered by “gran-fluencers” and those who think outside dated age-norm dogmas.