As we head into 2025, Gen Z continues to reshape the beauty industry with its unique preferences, values, and trends. This generation is not just about looking good—they demand authenticity, sustainability, and inclusivity from the brands they support. Whether it’s clean beauty, skincare innovations, or makeup looks that empower individuality, Gen Z is setting the stage for the future of beauty. In this article, we’ll explore the key beauty trends Gen Z is embracing in 2025 and highlight the top brands that have captured their attention.
In 2025, Gen Z’s top beauty trends include a focus on clean and sustainable beauty, skincare for all skin types, minimalist makeup, and self-expression through bold, creative looks. Leading brands like Glossier, Fenty Beauty, The Ordinary, Youthforia, and CeraVe are dominating this space, offering products that prioritize inclusivity, transparency, and performance. These brands are resonating with Gen Z’s desire for authenticity, individuality, and ethical consumption, making them the go-to choices in 2025.
1. Clean and Sustainable Beauty: Glossier Leads the Way
Clean beauty continues to reign supreme among Gen Z consumers, with an increasing number of individuals seeking products that are free from harmful chemicals and made with sustainable ingredients. Glossier, a pioneer in the clean beauty movement, is still one of the most beloved brands among Gen Z in 2025. Known for its simple yet effective formulations, Glossier emphasizes skin-first beauty with products that promote natural radiance.
Why Gen Z Loves Glossier:
- Glossier has consistently prioritized clean ingredients and cruelty-free formulations, appealing to Gen Z’s desire for ethical consumption.
- The brand’s “skin-first” philosophy aligns with Gen Z’s preference for minimalist makeup and healthy skincare routines, which highlight natural beauty rather than masking it.
- Glossier’s sales grew by 25% in 2024, driven by its massive TikTok presence and influencer-driven campaigns.
2. Inclusivity and Diversity: Fenty Beauty by Rihanna
In 2025, Fenty Beauty by Rihanna continues to be a game-changer in the beauty industry, and it remains one of Gen Z’s favorite brands. Fenty’s groundbreaking 40-shade foundation range (and beyond) has set a new standard for inclusivity in the beauty space, and Gen Z fully embraces this.
Why Gen Z Loves Fenty Beauty:
- Fenty Beauty’s wide range of shades ensures that every skin tone is catered to, which resonates with Gen Z’s strong desire for diversity and representation.
- Rihanna’s dedication to being inclusive goes beyond products—Fenty campaigns celebrate individuality, body positivity, and self-expression, all of which are core values for Gen Z.
- Fenty Beauty saw a 30% increase in revenue in 2024, thanks to its continued commitment to inclusivity and strong Gen Z following.
3. Science-Backed Skincare: The Ordinary Continues to Thrive
Gen Z is becoming increasingly savvy about skincare, and brands that provide clear, science-backed benefits are leading the charge. The Ordinary, known for its affordable yet highly effective skincare products, remains one of the top skincare brands favored by Gen Z in 2025. The brand’s emphasis on transparency, ingredient-focused formulas, and clinical-grade skincare appeals to a generation that values results over hype.
Why Gen Z Loves The Ordinary:
- The Ordinary’s straightforward approach to skincare ingredients (like retinoids, hyaluronic acid, and niacinamide) makes it easy for Gen Z consumers to understand what they’re putting on their skin.
- The brand’s affordable prices and transparent ingredient lists make it a go-to choice for budget-conscious Gen Z.
- The Ordinary’s revenue grew by 18% in 2024, with Gen Z accounting for over 40% of its sales. This was largely due to its organic presence on platforms like TikTok, where influencers demonstrate how to incorporate The Ordinary into their daily routines.
4. Bold and Creative Makeup: Youthforia Takes the Spotlight
In 2025, Gen Z is embracing bold, creative, and often experimental makeup looks. Youthforia, a brand that emphasizes playful and colorful makeup, is leading this trend. Youthforia’s products are all about self-expression, allowing Gen Z to experiment with unconventional shades and textures. From vibrant eyeshadows to glossy blushes, Youthforia is all about embracing individuality through color.
Why Gen Z Loves Youthforia:
- Youthforia’s creative makeup products allow Gen Z to experiment and express their personalities without limitations.
- The brand focuses on clean, eco-friendly ingredients, a huge selling point for environmentally-conscious Gen Z consumers.
- Youthforia experienced a 50% increase in sales in 2024, fueled by TikTok challenges and makeup tutorials showcasing their colorful products.
5. Skincare for All: CeraVe Continues to Shine
For many Gen Z consumers, skincare is just as important as makeup. As such, CeraVe, a trusted drugstore skincare brand, has become one of Gen Z’s most beloved brands in 2025. Known for its dermatologist-recommended products that cater to every skin type, CeraVe remains a staple in many Gen Z skincare routines. Its focus on gentle yet effective formulations has earned the brand a loyal following.
Why Gen Z Loves CeraVe:
- CeraVe’s wide range of products works for all skin types, making it an easy, go-to option for Gen Z consumers with varied skincare needs.
- The brand is committed to providing high-quality, affordable skincare products, which appeals to Gen Z’s focus on value for money.
- CeraVe experienced a 15% increase in sales in 2024, with a notable 45% of its sales coming from Gen Z customers.
What’s Driving Gen Z’s Beauty Choices?
Several key factors are influencing Gen Z’s beauty choices in 2025:
- Authenticity: Gen Z demands authenticity from the brands they support. Brands that are transparent about ingredients, sourcing, and company values (such as sustainability or inclusivity) are more likely to win Gen Z’s loyalty.
- Sustainability: Gen Z is deeply concerned about the environment, and they expect beauty brands to share this concern. Sustainable packaging, clean ingredients, and ethical sourcing are top priorities for this generation.
- Self-Expression: Makeup is no longer just about enhancing features—it’s about expressing individuality. Gen Z embraces bold, creative looks, and they’re not afraid to experiment with color and unconventional beauty standards.
- Skincare Focus: Many Gen Z consumers are prioritizing skincare over makeup, investing in products that help them achieve clear, glowing skin. As a result, science-backed skincare brands that deliver real results have become highly popular.
Conclusion: Gen Z’s Beauty Revolution in 2025
In 2025, Gen Z continues to be a driving force in the beauty industry, with an emphasis on authenticity, inclusivity, and sustainability. Brands like Glossier, Fenty Beauty, The Ordinary, Youthforia, and CeraVe are leading the way by catering to these values and resonating with Gen Z’s desire for products that allow them to express themselves authentically.
As beauty brands adapt to the unique needs and preferences of Gen Z, it’s clear that this generation is not just reshaping the beauty industry—they are redefining it. The future of beauty is not just about trends; it’s about creating a space for self-expression, empowerment, and positive change.
