A range of new Gen Z beauty products, brands and campaigns are being created expressly for a new generation to challenge conventional beauty, gender, identity and self-expression, as well as the use of clean, ethical ingredients. Favorite Millennial brands are now creating offshoots and sister brands like Tarte's Sugar Rush, Forever 21's Riley Rose and Shiseido's Posme, which was actually created in collaboration with high-school girls, underlining the fact that Gen Z consumers want to have a hand in creating the products they want to consume.
Gen Z consumers are also passionately supporting products with non-toxic formulas and cause-driven missions—like C'est Moi and its support of the empowering Step Up Women's Network. One of the most quintessentially Gen Z beauty products of all is Fluff's cruelty-free Bronzing Powder, which is packaged in a reflective, selfie-friendly compact case.
25 Gen Z Beauty Innovations
25
Pink Indie Cosmetic Brands
Easy Peasy Boasts Playful Products That are Targeted to Gen Z Audiences
24
Gen Z Cosmetic Shops
MAC Cosmetics' Experience Center Blurs Physical & Digital Realms
23
Expressive Gen Z Cosmetics
Petite 'n Pretty Shares Safe, Pediatrician-Approved Makeup for Kids
22
Gen Z Cosmetic Stores
'Riley Rose' is Forever21's Newest Conceptual Beauty Store
21
Wellness-Focused Bath Products
Sunday Rain is an Experiential Wellbeing Bathing Collection
20
Gen Z Beauty Brands
'My Mood' is a Youthful New Brand from the Founder of Nails Inc
19
Online Beauty Store Launches
Forever 21's Riley Rose Online Store Has Finally Launched
18
Experiential AR Beauty Games
Lancôme's AR Game Was Released in Collaboration with Chinese New Year
17
Influencer-Branded Cosmetics
Benefit's Beauty Stowaway Set Features Social Media Icons
16
Gen Z-Targeted Makeup Lines
Shiseido's 'Posme' Was Made in Collaboration with High School Girls
15
Charitable Gen Z Lip Glosses
Formula Z Cosmetics' Luxe Diamond Glosses Support The Trevor Project
14
Beauty Booking App Startups
Beautystack Helps Beauty Professionals Become Self-Supporting
13
Affordable Gen Z Cosmetics
Tarte's Sugar Rush Sister Brand Sells Everything for Less Than $30
12
Vlogger Advent Calendars
The Zoella Advent Calendar Contains Surprises from the YouTube Star
11
Can-Like Spray Scents
Missguided Introduced an Expanded Scent Range for Gen Z and Millennials
10
Digital-First Makeup Campaigns
The Makeup Brand NYX Infuses Crowd Sourcing into its Campaigns
9
Expressive Beauty Campaigns
Milk Makeup's 'Shades of Femininity' Campaign Promotes Self-Expression
8
High-Performance Makeup Collaborations
PUMA & Maybelline Team Up for an Athleisure-Inspired Line
7
Bespoke Cosmetic Palettes
Beautonomy Helps Consumers Create Stylish Custom Makeup Palettes
6
Palm Oil-Free Bronzers
Fluff's Bronzing Powder Appeals to Gen Z with a Unique Formula & Packaging
5
Multi-Use Face Mask Sets
GlamGlow’s MultiMasking Set Meets a Variety of Skin Needs
4
Gen Z Makeup Campaigns
The Rimmel Match Perfection Campaign Champions Individual Beauty & Power
3
Exploratory Beauty Campaigns
The ASOS Face + Body Series Talks Identity, Gender & Beauty
2
Charitable Toxic-Free Beauty Capsules
C'est Moi is Joining Forces with the Step Up Women's Network
1
Collaborative Gen Z Skincare
Simple Launched Limited-Edition Skincare with Girl Band 'Little Mix'
Related Ideas
Clear-Strapped Triangle Bikinis
Missguided's Clear Strap Bikini is Sure to Turn Some Heads
Crayon-Inspired Cosmetics
The Crayola Beauty Makeup Range is Exclusively Sold Through ASOS
Gen Z-Targeting Makeup Brands
Marta Veludo & Another Studio Produce a Whimsical Brand Identity
Gen Z Cosmetic Shops
MAC Cosmetics' Experience Center Blurs Physical & Digital Realms
Expressive Gen Z Cosmetics
Petite 'n Pretty Shares Safe, Pediatrician-Approved Makeup for Kids
Experiential Beauty Pop-Ups
Beautycon POP Features Eight Photographic Immersive Installations
AR Cosmetic Packaging
Lime Crime's App Lets Consumers Explore Augmented Reality Beauty
Flaw-Accepting Fashion Campaigns
Missguided's #InYourOwnSkin Celebrates Scars, Birthmarks and More
Dynamic Cosmetic Packaging Projects
Buenaventura Estudio Curates Modesta Cassinello's Identity
Digital Retail Experiences
Innisfree Opens its First Full New Retail Store in Hangzhou, China
Diverse Fashion Mannequins
Missguided's Mannequins Celebrate Stretch Marks and Vitiligo
Sporty Collaborative Capsule Collections
Missguided and Umbro Released a 33-Piece Collection
Gen Z Hair Brands
'Insert Name Here' Offers Clip-in Extensions, Bangs and Wigs for Self-Expression
Sustainable Luxury Skincare
Curata Combines Luxury Body Care with Potent Non-Toxic Ingredients
Clean Performance Cosmetics
Westman Atelier Makes Clean, "Consciously Crafted Beauty Products"
Kaleidoscopic Social Media Branding
Ruslan Khasanov Creates Fluid and Colorful Images for MAC
Experiential Skincare Shops
The Gallery M MISSHA Flagship Store Design is Millennial-Targeted
Collaborative K-Beauty Brands
Sephora and Memebox Teamed Up on The Creation of 'Kaja'
Gen Z Beauty Brands
'My Mood' is a Youthful New Brand from the Founder of Nails Inc
Online Beauty Store Launches
Forever 21's Riley Rose Online Store Has Finally Launched
Energy Boosting Face Masks
The 'Awakening Mask' Refreshes Your Energy to Blast Past Fatigue
Ultra-Sensitive Electronic Skins
These Colorado Scientists Unveiled Self-Healing Electronic Skins
Vegan Beauty Pop-Ups
The 'Little Vegan Pop-Up' by Superdrug Spotlights Plant-Based Beauty Products
Colorfully Marbled Lipsticks
NYX's 'Faux Marble Lipstick' Features Artfully Swirled Shades
Disney Makeup Brush Sets
Box Lunch Created a Lilo and Stitch Makeup Brush Kit
Playful Probiotic Cosmetics
/kili•g/ Products are Presented Like "Medicine on a Cosmetics Shelf"
Connected Cosmetic Compacts
Albéa's NFC-Enabled Makeup Compact Explores the "Internet of Beauty"
Approachable False Eyelash Packaging
Twinkle Eyelashes are Branded for Easy, Everyday Use
WOC Beauty Hubs
Brown Beauty Co-Op Specializes in Organic Cosmetics for Women of Color
Restorative Feminine Skincare
EMVY Cosmetics Are Gentle Treatments In Cute and Clinical Packaging
Brush-On Hair Colors
TRUHAIR's Color & Lift Root Cover Evenly Distributes Color & Boosts Fullness
Bi-Phase Watermelon Mists
Glow Recipe's Hydrating Facial Mist Includes Oil & Water Components
Multi-Use Makeup Tints
Milk Makeup's Glow Oil Can Be Applied to the Lips and Cheeks
Experiential Beauty Shop-in-Shops
CVS' BeautyIRL Shops Let Consumers Try on Makeup on the Spot
Experiential AR Beauty Games
Lancôme's AR Game Was Released in Collaboration with Chinese New Year
Uncomplicated Clean Skincare
Go-To's Simple, Cruelty-Free Skincare Aims to Eliminate Confusion
Color-Matching Nail Polish Packaging
This Polish Bottle Has a Built-In Nail Tip with Actual Polish
Tech-Savvy Beauty POS Displays
LF Beauty Enhances Consumer Experience Through LED Screens
Zero Waste Makeup Counters
Lush Cosmetics' 'Naked Makeup Counter' Showcases Package-Free Products
Skin-Analzying Bathroom Mirrors
The 'Beauty' Smart Cosmetic Container Helps You Get Ready
Athletic Care Collections
SweatWELLth's Personal Care Range Caters to Active Individuals
Bat-Shaped Face Masks
Wish Formula's Bat Face Mask is Spooky and Refreshing
Soft Delicate Brand Identities
Kati Forner Creates a Ethereal Visual Language for Wildling
Mysterious Forest-Inspired Skincare Brands
Thyane's Brand Identity is Rooted in Greenery
Fast-Acting Face Masks
'INSTAMUD' from GLAMGLOW is a Pore-Refining 60-Second Treatment
Watermelon-Inspired Makeup Lines
Colourpop's New Collection is Nostalgic and Vibrant
Wine-Themed Makeup Sets
Tarte Cosmetics' Lip Gloss Sets Have Wine Glass-Shaped Makeup Brushes
Honey-Based Skincare Collections
Marin Bee Uses Organic and Natural Ingredients in Its Products
Vegan-Friendly Festive Meals
Iceland's 'No Turkey' Vegan Christmas Dinner is Fit for One
Expansive Spring Cosmetic Collections
Marc Jacobs' Spring Cosmetics are Ideal for the Warm Weather
Millennial-Friendly Celebrity Skincare
Kylie Skin Offers Free-From Skincare for Under $30
Brunch-Inspired Cosmetic Collections
ColourPop & Zoella Launched a Food-Themed Makeup Collection
Crystal-Inspired Body Care Collections
Bath & Body Works' New Products Reference Healing Crystals
Pumpkin Spice Eyeshadow Palettes
Makeup Geek's Pumpkin Spice Palette Brings the Latte to Life
Hydrating Vegan Cosmetics
Tarte Cosmetics' 'Rainforest of the Sea' is Natural, Eco and Vegan
Eclectic Empowering Beauty Collections
Caryl Baker Visage's New Line Boldly Exudes Confidence
Glittery Sea-Inspired Lipsticks
Tarte's New Seaglass Lipstick is Available in Three Neutral Shades
Entrepreneurial Baby Girl Campaigns
AG Metro is Giving Babies $2,500 to Inspire Entrepreneurship
Wax-Free Washable Mascaras
Maybelline New York's 'Snapscara' is Easily Applied and Removed
Problem-Solving Gen Z Skincare
Under Twenty Offers Inventive Acne Solutions & Antibacterial Makeup
Chronic Pain Bath Products
Village Naturals Therapy Made a Soak & Wash for Chronic Pain & Fatigue
Charitable Gen Z Lip Glosses
Formula Z Cosmetics' Luxe Diamond Glosses Support The Trevor Project
Fiery Mini Makeup Palettes
Urban Decay's Petite Heat Palette is Available in an On-the-Go Size
Multi-Use Glitter Sticks
Milk Makeup's Glitter Sticks Have Been Released in Two New Colors
Backstage Beauty Haircare
R+Co's Backstage Collection Takes Cues from Artists' Kits & Techniques
Hybrid Nail Polish Products
Fiabila's New Nail Polish is Long-Lasting, Shiny and Easily Removed
Affordable Gen Z Cosmetics
Tarte's Sugar Rush Sister Brand Sells Everything for Less Than $30
Coconut-Infused Makeup Brushes
Asquan Group’s Coconut Infusion Brushes Have Antibacterial Effects
Scented Pore Strips
Bioré's Limited-Edition Deep Cleaning Pore Strips Boast a Light Citrus Scent
Anti-Counterfeit Beauty Labels
Avery Dennison's Labels Offer Counterfeit & Inventory Solutions
Can-Like Spray Scents
Missguided Introduced an Expanded Scent Range for Gen Z and Millennials
Olympic Athlete-Backed Skincare
Nivea Tapped Figure Skater Tessa Virtue for a Skincare Campaign
AR E-Shopping Fashion Models
ASOS Now Shows a Diverse Range of Online Fashion Models via AR
Psychedelic Skincare Kits
Drunk Elephant's Acid Trip Kit Clears and Moisturizes Skin
Customizable Celebrity Cosmetic Palettes
Kylie Cosmetics' Kylie Palette Emphasizes Personalization
Fragrant Men's Bathing Products
The DSC Wanderer Shower Collection Offers Unique Scent Pairings
Glowing Summer Cosmetic Releases
3CE's Summer Releases Include Sunscreen and Lip Tints
Affordable Beauty Boxes
Target's Beauty Boxes Retail for Just $7
Gender-Inclusive Makeup Lines
Fluide Makeup Was Intentionally Created for People of All Genders
Virtual Magazine Makeup Try-Ons
Cosmopolitan Magazine Now Offers a Try-On Feature for Beauty Looks
Waterless Hygiene Products
'Clensta' Makes Cleanliness Accessible, Regardless of Water Access
Millennial Body Mists
Missguided's Sprays Boast Names like 'Vibe Enhancer' and 'Boy Tears'
Fragrance-Inspired In-Shower Gels
Chanel's No. 5 L'Eau In-Shower Gel Channels the Classic Perfume
Skin-Balancing Pressed Powders
The Clay-Based Tarte Shape Tape Pressed Powder Helps Mattify Skin
Sustainable Co-Branded Summer Clothing
Puma and Asos Partnered on This Entirely Sustainable Line
Glittery Winter Eye Shadows
Marc Jacobs' See-quins Glam Glitter is Elegant and Bold
Collaborative Customer Makeup
Glamsquad's Professional Beauty Products Address Client Concerns
eCommerce Makeup Partnerships
MAC Cosmetics Partnered with the eCommerce Retailer ASOS
Root Coverage Concealers
Clairol's Temporary Root Touch-Up Powder Effortlessly Covers Gray Hair
Ayurvedic Face Mask Powders
Khadi’s Newest Skincare Products Address Specific Skincare Concerns
Elegant Nude Cosmetic Lines
Charlotte Tilbury Releases a Line Inspired by the Shade 'Pillow Talk'
Empowering Plant-Based Sprinkles
The Girl Pow! Sprinkles Support Girls Who Code
Oversized Nail Polish Packages
Deco Miami's Resort Label Bottles Target Millennials Who Want More
Charitable Skincare Initiatives
Proceeds from the Better Skin Co.'s Mirakle Cream Will Go to ACLU
Bespoke Cosmetic Palettes
Beautonomy Helps Consumers Create Stylish Custom Makeup Palettes
Palm Oil-Free Bronzers
Fluff's Bronzing Powder Appeals to Gen Z with a Unique Formula & Packaging
Inclusive Online Fashion Campaigns
ASOS Goes a Step Further in Celebrating Diverse Body Types
California-Inspired Cosmetics
Pèrsona Cosmetics' Cali Glow Highlighters Take Cues from the Coast
Face Mask-Removing Wipes
YES TO's Thick Cloths Were Specially Designed for Face Mask Removal
Exfoliating Lip Oils
Nooni's 'Kiss-Able' Lip Oils Condition and Remove Dead Skin
Bubbling Paper Face Masks
YES TO's Single-Use Face Masks Help to Hydrate, Soothe and More
Multi-Use Face Mask Sets
GlamGlow’s MultiMasking Set Meets a Variety of Skin Needs
Women's Rights-Focused Apparel
Women for Women International Collaborated with Chinti & Parker
Gen Z Makeup Campaigns
The Rimmel Match Perfection Campaign Champions Individual Beauty & Power
Celebrity Wedding-Inspired Makeup
Charlotte Tilbury's New Line Honors Amal Clooney's Wedding Day
Collaborative Fantasy Makeup
Urban Decay is Making Game of Thrones Makeup for the Final Season
Preservative Collagen Shots
The 'BBGLO Skin Rejuvenation Collagen Drink' Supports Beauty & Health
Seafood Waste Bioplastics
Shellworks Creates Recyclable Bioplastic from Lobster Shells
Egg White-Based Face Masks
Skinfood's Egg White Pore Masks are Full of Natural Vitamins
Kissable Heart-Shaped Lipsticks
Winky Lux's Steal My Heart Lipsticks are Made for Valentine's Day
Athletic Personal Care Collections
'lululemon selfcare' Introduces Face, Body and Hair Products
Shoppable Fashion Search Apps
ASOS' 'Style Match' Conducts Image Searches on Similar Products
Pineapple-Themed Cosmetic Gift Sets
Tarte’s Pineapple of My Eye Set is Limited-Edition
Blue Light Makeup Collections
PÜR's 'Out of the Blue' Offers Protection from HEV Light
Bi-Phase Makeup Removers
Glossier's Waterproof Makeup Remover Combines Oil & Micellar Water
Soothing Ayurvedic Scrubs
This Soothing Body Scrub Exfoliates with Pumice & Walnut Shell Powder
Indulgent Vegan Eateries
'Sans' Crafts Vegan Food Without a Focus on Health
Foaming Shower Bombs
Lush Cosmetics' Shower Bombs Dispense Essential Oils & Fragrances in Steam
Voluminous 3D Lashes
Tarte's LCL Lashes are a Limited Edition Release
Exploratory Beauty Campaigns
The ASOS Face + Body Series Talks Identity, Gender & Beauty
Back-to-School Blush Palettes
Tarte's Blush 101 Palette Boasts Playful Notebook-Inspired Branding
Cosmetic Funeral Films
This Funeral-Style Video Says Goodbye to the Urban Decay Naked Palette
Collaborative Gen Z Skincare
Simple Launched Limited-Edition Skincare with Girl Band 'Little Mix'
Hydrating Gel Primers
Milk Makeup's Hydro Grip Primer Contains Hemp-Derived Cannabis Seed Extract
Nourishing Nail Primers
OPI's New Nail Primers Decrease Yellowness, Improve Length and More
Sweat-Proof Mascaras
CoverGirl's Lash Blast Active Mascara Offers a Long-Lasting, Durable Formula
Coconut-Scented Makeup Primers
Tarte's Rainforest of the Sea Perfects One's Summer Skin Routine
High-Antioxidant Face Masks
The Boscia Matcha Magic Super-Antioxidant Mask is Powered by Matcha
All-Encompassing Hydration Kits
Laneige's Hydration Trial Kit is Ideal for Travel