Fluff is an Australian makeup brand that's quickly been called "Glossier for Gen-Z," as it offers a casual yet aesthetically pleasing and ethical approach to cosmetics like its Bronzing Powder. While many mainstream makeup brands push a "more is more" approach to beauty, Fluff embraces the opposite—in fact, its range currently includes just two makeup products.
To best serve its target demographic, Fluff spent more than a year getting feedback from Gen Z on what they desired most from makeup. The results of these findings supported the creation of the brand's Bronzing Powder, which is suitable for all skin tones and boasts a natural, palm oil-free formula, which many other brands don't have.
The cruelty-free Bronzing Powder is packaged in a weighted metal compact that slides open and can be used to take selfies for social media.
What Makes This Trend Stand Out
- Minimalist Beauty
- Creating makeup products with a limited range to cater to the 'less is more' approach embraced by Gen Z.
- Ethical Cosmetics
- Developing palm oil-free formulas that appeal to consumers who prioritize sustainability and ethical practices.
- Inclusive Skincare
- Designing makeup products suitable for all skin tones to meet the diverse needs of Gen Z consumers.
Sectors Adopting This
- Beauty
- Incorporating minimalist approaches and ethical practices in cosmetics to target the Gen Z market.
- Sustainability
- Creating palm oil-free products that resonate with environmentally conscious consumers.
- Social Media
- Incorporating unique packaging, like a selfie-friendly compact, to encourage user-generated content for social media platforms.
