It’s all about minimalism and storytelling.
While we’ve all been hearing about the influx of tweens in the Sephora aisles, Gen Z seems to be making its own rules when it comes to the world of skincare. Formulations that work, storytelling that resonates, and products that minimize their impact on the planet are in. In this overcrowded market, it can be a struggle to find the right products that work for your skin type—that’s probably why we seem to be choosing simpler routines over their 10 and 12-step counterparts. Some brands sell great products, others are experts at selling an aspirational lifestyle. Then comes the anomaly, a skincare brand that exceeds both. Below, I share some of my current favourite Gen Z skincare brands.
Gen Z Skincare Beauty Brands
- CLINIQUE
Gone are the days of stereotypical beauty standards. Today, natural is beautiful, and that’s why I love Clinique. A cult-favourite brand that promotes healthy skin? Sign me up! Currently, I’m loving the Superdefense City Block sunscreen and the SPF-infused Moisture Surge. It’s easy to trust a dermatology-focused brand, more so when their products are allergy-tested and fragrance-free. With combination skin and a variety of seasonal concerns, I find Clinique products to be the multitaskers that transcend trends and hold their spot on my dresser.
- D’YOU
Formulations that truly work are all the rage in 2024. Especially for Gen Z, a simplified skincare routine that is truly effective is the holy grail. Enter, d’you’s innovative formulations that come to the rescue. The cult favourites—the IMD moisturizer and the Hustle serum are my personal favourites. When the skincare market feels so cluttered, it’s refreshing to see a brand with limited SKUs. It just gives you the sense that each product has been crafted after significant R&D. Moreover, the brand is young, on top of its marketing, and the cute packaging doesn’t hurt either.
- THE ORDINARY
Nobody embodies the “less is more” philosophy better than The Ordinary. Effective clinical ingredients, simple packaging, and affordable prices—how can one resist? In fact, I started my skincare journey with their 10% Niacinamide serum to treat my acne-prone skin. Their range of beginner-friendly products is a hit for me, it dumbs down the essentials without overwhelming you.
- SKIN 1004
The K-beauty wave doesn’t seem to be dying down anytime soon. With its hero ingredient—Centella Asiatica, sourced naturally from Madagascar, the high-quality formulations are known to soothe and calm the skin. All their products are clean, affordable, and effective. The Centella ampoule is a staple in my skincare routine, giving a glass-like glow to my skin. Though I love K-beauty products, sometimes they can be a hit or a miss for Indian skin types. But, I’m glad to report that Skin 1004’s formulations are a major hit.
- RHODE
Celebrity-led brands seem to be having a moment. From Hailey Bieber’s Rhode to Deepika Padukone’s 82E, Gen Z loves a brand with a good founder story. The peptide lip treatment and glazing milk are two products I can’t get enough of. And we can’t leave out the phone case that basically broke the internet—showing us that Ms. Bieber’s marketing team deserves a raise. Their link to the Futures Foundation (a charity organization that receives 1% proceeds from all Rhode sales) only strengthens the brand and adds to its clean, efficacious persona.
Gen Z Skincare Brands
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