Appinio and Superga Beauty have published a study dedicated to Gen Z’s habits and expectations when it comes to skincare. The survey paints a picture of young women aged 15 to 25 who are committed, structured in their routines, and particularly demanding when it comes to brands.
The study was conducted in France in May 2025 among 1,000 young women.
A generation passionate about skincare
Gen Z has a strong relationship with the world of skincare. 27% consider themselves to be real fans of skincare and 24% of haircare ranges. TikTok and Instagram are the main sources of inspiration.
Among the trends that capture their attention are:
• Beauty treatments inspired by aesthetic medicine (71%)
• Dietary supplements (53% for skin, 52% for hair)
• Minimalist routines (86%)
Mastered and consistent rituals
Gen Z builds solid routines.
To take care of their skin, respondents use an average of seven to eight products (cleanser, serum, moisturizer, and makeup remover).
The choices are tailored to their skin type.
The same logic applies to hair care. 72% of respondents wash their hair every two to three days, using four products regularly (shampoo, conditioner, mask, oil). Needs vary greatly depending on hair type and texture.
Proof, not promises
Gen Z is no longer satisfied with brand rhetoric. They expect visible results, long-term effectiveness, formulations tailored to their needs, and natural ingredients.
According to Leslie Bréau Meniger, President of Superga Beauty, “Young women …
