Gen Z beauty trends prioritize skin health and personal expression

Gen Z is reshaping beauty standards by prioritizing skin health and personal expression over heavy coverage and traditional styling. Social media trends are driving a shift toward ‘skin-first’ routines, such as the ‘no-makeup makeup’ look, which utilizes lightweight tints, cream formulas, and dewy bases to enhance rather than mask the complexion.

In addition to makeup, hair care trends like ‘heatless curls’—using socks or robe ties to create waves overnight—are gaining popularity as alternatives to heat styling. This movement emphasizes a more natural approach that can be adapted to various ages.

In markets like Vietnam, the influence of K-Beauty is evolving. Rather than strictly following set Korean makeup formulas, Gen Z consumers are increasingly using K-Beauty products as tools for individual experimentation. They combine different elements, such as natural foundations with bold lip colors, to reflect their unique personalities. This shift is also changing retail dynamics, as consumers rely heavily on social media reviews and digital creators before engaging with physical stores for product testing.