Gen Zers continue to challenge traditional beauty norms and gravitate towards brands that mirror their values and ethics. Mainstream beauty has officially been kicked to the curb, swapped for a vibrant landscape of diverse beauty definitions.

Confidence for self-expression is at an all-time high, as individuality takes center stage and social movements seamlessly intertwine with beauty choices. It’s time for brands to step up and empower these trailblazing consumers to unleash their true inner selves. Keep it real and straightforward by openly discussing the values your company stands for (MINTEL).

As digitalization sweeps us into a new era, beauty lovers are discovering exciting avenues to unleash their true selves through cosmetics and fashion. The younger generation knows no bounds when it comes to experimentation, reveling in the nuances of self-expression that bring forth a vibrant tapestry of ideals, identities, and cultural affiliations.

Gone are the days of a one-size-fits-all beauty definition, it’s time to welcome the decentralization and fragmentation of beauty. It’s now all about “looking how you feel”, as sub-cultural affiliations take center stage and curated aesthetics are everywhere (Dalziel & Pow).

Embrace the chaos, because let’s face it, who doesn’t thrive in a little organized mayhem? Chaos is the new cool, sweeping through youth culture and making its mark on addictive social media feeds.

From chaotic cooking adventures to wild fashion and beauty experiments, Gen Z digital natives are embracing the chaos to combat the gloom of our social, political, and economic landscape.

It all started in the pandemic when absurd humor took the spotlight, and now chaos reigns supreme in youth culture—and brands should take note. It’s time to dive headfirst into absurd aesthetics, embrace the DIY spirit, and let imagination take the lead. Tap into the power of ironic meme culture, bid farewell to online perfectionism, and unleash your creativity to cut through the gloom (WGSN).

Meet “The Enigmatics”: a flamboyant and eccentric persona who harnesses cutting-edge digital technologies to turn their utopian dreams into a tangible reality. Drawing inspiration from the past while daydreaming about the future, they dance with superstition and spiritism to achieve their goals.

These daring individuals possess an insatiable curiosity for parallel worlds, seeking to conquer the metaverse and outer space. They yearn for control over their destiny, seeking out exclusive realms to join the elite ranks.

Immersive experiences and platforms that allow them to express their unique style hold irresistible allure; the boundary between real and virtual blurs in their eyes. Grab their attention by embracing the extraordinary and the bizarre. Mix beauty with transformative surfaces, avant-garde prostheses, mesmerizing hairpieces, and peculiar faux nails that push the boundaries of aesthetics to exhilarating new heights (NellyRodi).