# Genderless Color Cosmetics Unapologetic by Gotha Cosmetics Speaks to Skin-Savvy Gen Z By Laura McQuarrie | Published 2022-02-23 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/unapologetic-by-gotha-cosmetics References: [premiumbeautynews](https://www.premiumbeautynews.com/en/gotha-cosmetics-launches) & [gothacosmetics](https://www.gothacosmetics.com/) Unapologetic by [Gotha Cosmetics](https://www.trendhunter.com/trends/gotha-cosmetics-neuroaura) is a collection of color cosmetics that speaks to Gen Z consumers who are interested in [genderless, expressive and inclusive products](https://www.trendhunter.com/trends/pour-tous). The two-in-one genderless Skin Perfector Foundcealer takes the form of a hybrid serum that controls shine and simultaneously creates a primed canvas for the application of makeup. There's also the hydrating and priming More Dryness Skincare Essence with a fast-absorbing formula that leaves skin dewier and more radiant than before. Gotha is also meeting the needs and desires of Gen Z with the moisture-matte Cotton Candy Lipstick, Whipped Cream Lip Color and Dazzling Shifting Eyeshadow. The brand describes its target consumers as being part of "a generation of [skin savvy consumers](https://www.trendhunter.com/trends/versed-makeup) that approach beauty with knowledge and raising demand on actually improve their skin, protecting and caring." ## Trend Insights (Trend Hunter) - Score: 3.6/10 - Popularity: 48% | Activity: 50% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What's Driving This Trend - **Genderless Cosmetics:** The trend towards genderless cosmetics offers opportunities for businesses to meet the demands of consumers who value inclusivity and self-expression. - **Skincare-makeup Hybrids:** The popularity of skincare-makeup hybrids presents an opportunity for innovative products that can simplify consumers' daily routines while still providing effective results. - **Dewy Skin Effect:** The trend towards achieving a natural, dewy skin look creates opportunities for businesses to develop products that can provide a healthy-looking glow without the use of heavy makeup or unnatural ingredients. ### Who This Affects Most - **Beauty:** The beauty industry can capitalize on the demand for genderless, inclusive products that prioritize both skin health and self-expression, as seen with Gotha Cosmetics' Unapologetic collection. - **Skincare:** Skincare companies can develop innovative products that effectively prime the skin for makeup while simultaneously offering skincare benefits, meeting the demands of consumers looking for time-saving routines. - **Makeup:** Makeup companies can take advantage of the trend towards natural-looking makeup that highlights healthy, dewy skin for a more refreshed and youthful appearance. ## Related on Trend Hunter - [Next-Gen Moisturizing Cosmetics](https://www.trendhunter.com/trends/super-boost.md) - [Gen Z Cosmetic Brands](https://www.trendhunter.com/trends/sugar-cosmetics-1.md) - [Inclusive Skincare Branding](https://www.trendhunter.com/trends/featforskin.md) - [Targeted Plant-Based Cosmeceuticals](https://www.trendhunter.com/trends/id-skin-identity.md) - [Play-Centered Color Cosmetics](https://www.trendhunter.com/trends/trouble-maker-makeup.md) - [Youth-Safe Skincare Hubs](https://www.trendhunter.com/trends/gen-a-z-hub.md) - [Playful Cosmetic Collections](https://www.trendhunter.com/trends/clinique-x-crayola.md) - [Gen Z-Focused Packaging Enhancements](https://www.trendhunter.com/trends/free-the-birds.md) - [Solid Skincare Keychains](https://www.trendhunter.com/trends/purepeak.md)