Gen Z Beauty Trends 2025: What Brands Need to Know From Kyra’s State of Beauty Report

The beauty industry is changing, and Gen Z is driving the shift. Kyra’s State of Beauty 2024/25 report reveals how this generation is redefining discovery, influence, loyalty, and spending across every corner of beauty culture.

From creator-led influence to category-specific insights, this report unpacks what Gen Z wants now and how brands can keep up.

Here’s a preview of the key themes and why the full report is a must-download for anyone working in beauty, marketing, or Gen Z strategy.

TikTok is still beauty’s epicenter for Gen Z, but the discovery path is widening. YouTube is seeing a resurgence, especially for deeper product education and trend deep-dives, while Instagram continues to serve as a steady middle ground for inspiration and creator content.

Take away: brands can’t rely on one platform. Multi-format content across TikTok, YouTube, and Instagram is now table stakes.

Gen Z doesn’t just follow influencers; they follow people who feel real. This year’s data shows that trusted experts (like derms and makeup artists) and relatable, “bestie”-style creators hold the most sway. Celebs and aspirational influencers? Falling behind.

Take away: credibility > clout. The most effective partnerships come from voices with authority, relatability, or both.

There’s a clear correlation between how much Gen Z knows about a category and how much they spend in it. Skincare remains the most familiar and most purchased category, but fragrance, wellness, and haircare are growing rapidly as education increases.

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  54% want to level up their makeup skills
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  Fragrance knowledge has tripled year over year
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  Skincare and wellness are increasingly tied to self-care rituals

Take away: education converts. Brands that teach as much as they sell will win lasting loyalty.

This generation expects more than results, they want values, representation, and authenticity. They care about impact, but won’t be guilt-tripped by greenwashing or tokenism. And they’re price-conscious but willing to pay for what they believe in.

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  Inclusivity is the top priority
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  Sustainability is important but not a dealbreaker
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  Affordability and convenience remain top retail drivers
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  Loyalty is earned, not automatic

Take away: Gen Z expects you to show up honestly, consistently, and with purpose.

The report goes deep into which brands are resonating most with Gen Z across verticals, giving you a competitive snapshot of what’s working and where the whitespace is.

You’ll find top-ranked brands in:

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  Makeup (think: performance + trend-forward packaging)
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  Skincare (trusted routines, not just viral moments)
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  Haircare (long-term health, scalp care, and leave-ins)
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  Fragrance (genderful, gourmand, and influencer-endorsed)
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  Wellness (multivitamins, supplements, and self-care essentials)
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  Luxury Beauty (efficacy over exclusivity)
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  Bodycare & Hygiene (loyalty-driven, benefit-first decisions)

Want to know who made the list and why? The full report reveals the breakout brands and what they’re doing right.

This isn’t just a beauty trends report, it’s a blueprint for how to win with Gen Z in 2025. Whether you’re a brand leader, marketer, creator, or agency, The State of Beauty 2024/25 will give you the insights to stay ahead of the curve — and the competition.