According to the forecasting firm WGSN, Generation Z represents nearly a quarter of the world’s population and is gradually entering its consumer maturity phase. This evolution is accompanied by increased purchasing power and higher expectations of cosmetic brands.
Generation Z now includes consumers aged approximately 16 to 30. This age group is going through a period of transition marked by entering the workforce, building life plans, and even parenthood.
They are particularly attentive to products and experiences that contribute to their overall well-being.
The purchasing power of Gen Z
The economic rise of this generation is a strategic lever for the industry. WGSN points out that the overall purchasing power of Generation Z could reach $12 trillion by 2030.
At the same time, this cohort is directing its spending towards experiences and products that contribute to its personal well-being. The firm emphasizes that this generation seeks to “invest in what allows them to become the best version of themselves,” particularly through beauty.
Transparency, effectiveness, and scientific proof
Generation Z is distinguished by a high level of information and a strong demand for proof of effectiveness.
In a context of marketing saturation and overstimulation on social media, scientific credibility is becoming a differentiating factor.
At the same time, the rise of online consumer reviews is playing a decisive role: nearly 95% of Gen Zers consult reviews before making a purchase.
