State of Beauty 2025
If beauty culture is a lake, Gen Z is the stone that hits the water.
Gen Z's influence in Beauty is no longer a ripple; it is a current that shapes the entire industry. This generation has moved far beyond experimenting with entry-level products and posting casual reviews.
With a digital-first approach to discovery, a demand for inclusivity, a focus on trust, and an unmatched ability to spark trends, they can turn a single viral moment into a cultural wave. From skincare crazes to shifts in beauty standards, their influence flows up, down, and across the Beautysphere, redefining how the industry operates.
To capitalise on this impact, brands must move past the outdated notion of Gen Z as a fleeting trend. They are now industry architects who drive product innovation, reshape marketing strategies, and transform consumption habits.
At Kyra, we see this every day, which is why this year's report goes deeper than ever, pairing first-party research and proprietary tech with practical insights. With the creator economy set to hit $470BN by 2027 and Beauty's proven resilience, our aim is clear: deliver insights that lift the tide for the entire industry and help decode what truly works for this audience.
In this report you'll find
Coverage of familiar verticals: Makeup, Skincare, Bodycare, and Fragrance
First-time deep dive into: Luxury Beauty, Retailers, Hygiene, and Wellness
Exploration of Gen Z's motivations and what drives their spending
Insights into where Gen Z is most influenced
Identification of the crucial metric for success in building an advocacy strategy
Contributions from industry experts and Kyra partners to enrich the report
State of Beauty 2025
If beauty culture is a lake, Gen Z is the stone that hits the water.
Gen Z's influence in Beauty is no longer a ripple; it is a current that shapes the entire industry. This generation has moved far beyond experimenting with entry-level products and posting casual reviews.
With a digital-first approach to discovery, a demand for inclusivity, a focus on trust, and an unmatched ability to spark trends, they can turn a single viral moment into a cultural wave. From skincare crazes to shifts in beauty standards, their influence flows up, down, and across the Beautysphere, redefining how the industry operates.
To capitalise on this impact, brands must move past the outdated notion of Gen Z as a fleeting trend. They are now industry architects who drive product innovation, reshape marketing strategies, and transform consumption habits.
At Kyra, we see this every day, which is why this year's report goes deeper than ever, pairing first-party research and proprietary tech with practical insights. With the creator economy set to hit $470BN by 2027 and Beauty's proven resilience, our aim is clear: deliver insights that lift the tide for the entire industry and help decode what truly works for this audience.
In this report you'll find
Coverage of familiar verticals: Makeup, Skincare, Bodycare, and Fragrance
First-time deep dive into: Luxury Beauty, Retailers, Hygiene, and Wellness
Exploration of Gen Z's motivations and what drives their spending
Insights into where Gen Z is most influenced
Identification of the crucial metric for success in building an advocacy strategy
Contributions from industry experts and Kyra partners to enrich the report
How to use these insights
Map the Gen Z beauty blueprint
Dive into category-by-category insights across Makeup, Skincare, Bodycare, Fragrance, Luxury Beauty, Retail, Hygiene, and Wellness. See where Gen Z's spend is growing fastest, how their knowledge shapes buying behaviour, and where the biggest white-space opportunities lie.
Turn trends into strategy
Pinpoint what sparks Gen Z purchases, from trusted creators and expert voices to inclusivity, performance, and value. Apply these insights to product development, campaign planning, retail strategy, and influencer partnerships that cut through and convert.
Measure and act for long-term impact
Use the report's guidance on advocacy metrics, platform priorities, and omnichannel behaviours to design strategies that last. Whether it's building loyalty in high-switch categories or tapping into new growth areas, these findings give you a tested playbook for winning with Gen Z.