What you need to know

Generation Z are defining what beauty means to them, with self-expression being an essential component of their appearance. 48% consider beauty to be defined as expressing yourself, whilst 74% agree that the way they present themselves is fundamental to who they are.

Self-purchase of the products they use is high, and ethical considerations are central to their product choices. 58% always look for environmentally-friendly products, 55% only use cruelty-free products and 49% always look for natural/organic brands, highlighting that BPC brands must have a strong ethical positioning to appeal to this group.

Products covered in this Report

Throughout this Report, references to ‘BPC and grooming products’ denote items from the following categories:

  • Deodorants

  • Facial skincare

  • Fragrances (including body sprays)

  • Shaving and hair removal products

  • Hand and body products, including skincare

  • Colour cosmetics

  • Haircare

  • Hair styling products

  • Hair colourants.

Please note that for this Report Generation Z has been defined as those aged 7-19 years, although the consumer data is based on a sample of 12-19-year-olds as this is currently considered to be the core group for marketers and brands.

Mintel generation definitions

  • Generation Alpha – born 2013-present

  • Generation Z – born 2000-12

  • Millennials – born 1980-99

  • Millennials (younger) – born 1990-99

  • Millennials (older) – born 1980-89

  • Generation X – born 1965-79

  • Baby Boomers – born 1946-64

  • Swing Generation/World War II – born 1945 or before.

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