# Gen Z beauty trends 2026: What’s driving the next generation of US beauty consumers

- URL: https://www.askattest.com/blog/research/gen-z-beauty-trends
- Published: 2024-10-17
- Updated: 2026-06-24
- Description: What drives Gen Z beauty purchases in 2026? Discover key trends, year-on-year shifts, and how affordability, sustainability, and TikTok are shaping decisions.

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As the beauty industry evolves, Gen Z continues to reshape expectations – balancing affordability with values like transparency, inclusivity, and self-expression.

The [beauty and personal care market is expected to generate revenue of over $106 billion in the US this year](https://www.statista.com/outlook/cmo/beauty-personal-care/united-states), and while growth continues, Gen Z is redefining what “value” really means in this space.

To understand what drives their decisions, we surveyed [1,000 Gen Z consumers aged 18–27 using Attest’s platform](https://dashboard.askattest.com/survey/SFG2SQQF9WN79SN/key-findings/1771943374685) and compared the results to data from 16-months earlier.

### **TL;DR: Gen Z beauty trends 2026**

**Definition:
Gen Z beauty trends reflect how 18–27-year-olds choose products based on price, identity, and selective values rather than brand loyalty alone.

**Key insights:**

- **Affordability dominates** – 58% cite price as their primary purchase driver
- **Spending is stabilizing** – only 40% expect to increase beauty spend, down from 46%
- **Sustainability matters – but selectively** – 66% say it’s important, yet only 11% actively prioritize it in purchases
- **Clean claims remain influential** – 56% look for “natural” and 43% for “non-toxic” products
- **Social discovery is dominant** – TikTok usage for beauty content has risen to 53%
- **Retail is still physical-first** – 91% include in-store shopping in their journey

### How Gen Z beauty trends are evolving year-on-year

Comparing our latest 2026 data with the previous wave, we’re seeing subtle but important shifts in how Gen Z shops for beauty. While core behaviors remain consistent, economic pressure, platform usage, and trust signals are evolving – shaping a more cautious, value-driven consumer.

## 7 Gen Z beauty trends for 2026

### Trend #1: Affordability is the primary driver of Gen Z beauty purchases

**Affordability is the most important factor influencing Gen Z beauty decisions – and its importance is increasing.**

58% of Gen Z now prioritize price when choosing beauty products, up from 56% in the previous wave.

At the same time:

- The number expecting to increase spending has fallen (46% → 40%)
- Lower spending brackets are growing

**What’s really happening here:** This signals a shift from price awareness to **active financial caution**. Gen Z is not just looking for value – they are becoming more selective about where they spend altogether.

This is being driven by:

- Economic pressure
- Greater access to price comparison and dupes
- Normalization of “budget-first” beauty via social content

![Nearly half of respondents (45%) spend between $26-75 monthly, with $26-50 capturing the largest segment at 28%. Only 11% spend less than $10 monthly, suggesting beauty and grooming products command consistent investment even amongst budget-conscious consumers
](https://emx2zzfzxax.exactdn.com/wp-content/uploads/2026/05/On-average-how-much-do-you-spend-on-beauty-grooming-products-for-yourself-per-month-scaled.png?strip=all&w=1920)**Implication for brands:** Premium positioning alone is no longer enough. Brands must clearly justify price through:

- Performance
- Longevity
- Multi-use functionality

### Trend #2: Sustainability matters – but price wins

**Sustainability remains important to Gen Z, but its influence is weakening slightly over time.**

66% still say sustainability is somewhat or very important, but intensity has declined:

- “Very important” dropped from 33% to 29%
- “Somewhat important” increased from 34% to 36%

At the same time, only 11% actively use sustainability as a purchase driver.

**What’s really happening here:
 Sustainability is shifting from a **priority to a preference**.

Gen Z still expects brands to act responsibly, but:

- Price is overriding principle at the point of purchase
- Confusion and fatigue around claims is growing
- Consumers are becoming more pragmatic

![Price and affordability drive decisions for 56% of shoppers, double the rate of those motivated by brand values (29%), suggesting ethical considerations often lose out to economic realities
](https://emx2zzfzxax.exactdn.com/wp-content/uploads/2026/05/What-motivates-you-when-choosing-what-beautygrooming-products-to-purchase-for-yourself-scaled.png?strip=all&w=1920)**Implication for brands:** Sustainability works best when it is:

- Built into the product, not positioned as a premium add-on
- Clearly explained and easy to verify
- Secondary to strong functional value

### Trend #3: Clean and “natural” claims drive trust

**Clean and natural product claims remain a stable and expected part of Gen Z’s decision-making.**

- 56% look for “natural” claims (up slightly from 55%)
- 43% look for “non-toxic” claims (down slightly from 44%)

**What’s really happening here:** Clean beauty has **moved from trend to baseline**.

Rather than rapid growth, we’re seeing:

- Stabilization of demand
- Selective engagement with certain claims
- Use of simple labels as trust shortcuts

Gen Z isn’t deeply researching every ingredient – they’re scanning for signals that a product is “safe enough.”

**Gender differences reinforce this:**

- Women favor dermatologist-tested and hypoallergenic claims
- Men show more interest in ingredient purity signals

![In terms of claims made by beauty products, 52% look for "natural" labelling, but only 10% seek vegan credentials, indicating selective rather than comprehensive values-driven purchasing
](https://emx2zzfzxax.exactdn.com/wp-content/uploads/2026/05/What-specific-claims-if-any-do-you-look-for-on-beautygrooming-product-labels-scaled.png?strip=all&w=1920)**Implication for brands:** Overcomplicating messaging reduces clarity.
Simple, credible, front-of-pack claims are more effective than technical detail.

### Trend #4: Social media – especially TikTok – drives discovery

**Social media remains the dominant discovery channel, with TikTok strengthening its lead year-on-year.**

TikTok usage for beauty content has increased from 46% to 53%, while YouTube has slipped from 33% to 25%, and Instagram from 38% to 34%.

**What’s really happening here:** Discovery is becoming **more concentrated, not more fragmented**.

Gen Z is:

- Spending more time on fewer platforms
- Relying on algorithm-driven recommendations
- Discovering products passively rather than actively searching

At the same time, skepticism persists:

- Around 24% distrust influencer recommendations

This creates a paradox:

- Social drives awareness
- But trust must be earned beyond visibility

![Social media platform usage for beauty and grooming content shows slight shifts across waves, with TikTok gaining.
](https://emx2zzfzxax.exactdn.com/wp-content/uploads/2026/05/In-the-last-month-have-you-looked-for-beautygrooming-related-content-on-any-of-the-following-social-media-platforms-scaled.png?strip=all&w=1920)**Implication for brands:** Success on social requires:

- Authentic creator partnerships
- Demonstrable product results
- Consistent presence, not one-off virality

### Trend #5: Gen Z balances individuality with trends

**Gen Z is increasingly prioritizing individuality over trend-following.**

- Mixing trends with personal style has decreased (42% → 38%)
- Creating a unique style has increased (28% → 31%)

**What’s really happening here:** Gen Z is moving from **trend adoption to trend adaptation**.

Rather than copying looks, they:

- Personalize trends
- Combine multiple influences
- Prioritize authenticity over consistency

This reflects a broader cultural shift toward:

- Identity-first consumption
- Rejection of uniform beauty standards
- More fragmented aesthetics

![Mixing trends with personal style decreased from 42% in Wave 1 to 38% in Wave 2, while creating a unique style increased from 28% to 31%.
](https://emx2zzfzxax.exactdn.com/wp-content/uploads/2026/05/Which-of-the-following-best-describes-your-approach-to-beautygrooming-scaled.png?strip=all&w=1920)**Implication for brands:** Products should enable flexibility:

- Multiple use cases
- Customizable routines
- Messaging that shows variation, not a single ideal look

### Trend #6: Physical retail remains essential

**In-store shopping continues to play a dominant and stable role in Gen Z beauty purchasing.**

91% of Gen Z include in-store shopping in their journey, with a slight increase in in-store-only shoppers (28% → 29%) .

**What’s really happening here:** Despite digital influence, beauty remains a **tactile, experience-led category**.

Gen Z uses stores to:

- Validate products discovered online
- Test and compare options
- Reduce purchase risk

This creates a blended journey:

- Online for inspiration
- Offline for confirmation

![](https://emx2zzfzxax.exactdn.com/wp-content/uploads/2026/05/Which-of-the-following-best-describes-how-you-primarily-shop-for-beautygrooming-products-for-yourself-at-the-moment-scaled.png?strip=all&w=1920)**Implication for brands:** Retail is not being replaced – it’s being **redefined**.

Brands need to ensure:

- Strong in-store experience
- Alignment between digital messaging and physical product
- Seamless movement between channels

### Trend #7: Brand loyalty is cautious, not dead

**Gen Z is becoming less experimental and more selective when trying new brands.**

- “Always trying new brands” has dropped (16% → 12%)
- “Rarely trying new brands” has increased (28% → 35%)

**What’s really happening here:** Experimentation is being replaced by **considered switching**.

Gen Z still explores new brands, but:

- More cautiously
- With greater reliance on validation (reviews, reputation)
- Less frequently

This reflects:

- Tighter budgets
- Higher expectations
- Increased access to information before purchase

![](https://emx2zzfzxax.exactdn.com/wp-content/uploads/2026/05/How-often-do-you-try-a-beauty-or-grooming-brand-that-youve-never-used-before-scaled.png?strip=all&w=1920)**Implication for brands:** Acquisition is getting harder.

To win new customers, brands must:

- Build trust quickly
- Demonstrate clear differentiation
- Deliver consistent value to retain them

## How Gen Z beauty behavior is shifting over time

**Trend area****2024 data****2026 data****What’s changed****Affordability as a driver**56% prioritize price58% prioritize pricePrice sensitivity is increasing, reinforcing value-first decision-making**Expected increase in spending**46% expect to spend more40% expect to spend moreSpending confidence is declining, suggesting more cautious purchasing**Low spenders (<$10/month)**9%13%Growth in ultra-low spenders indicates tightening budgets**Sustainability – “very important”**33%29%Strong importance is softening, though still widely valued**Sustainability – “somewhat important”**34%36%Sustainability is shifting from priority to baseline expectation**“Natural” claims**55% look for this56% look for thisDemand is stable, indicating maturity rather than growth**“Non-toxic” claims**44%43%Slight decline suggests more selective engagement with claims**TikTok usage (beauty content)**46%53%Continued platform dominance and growing influence**YouTube usage**33%25%Slight decline as attention consolidates on TikTok**Mixing trends with personal style**42%38%Decreasing reliance on trends alone**Creating a unique style**28%31%Growing emphasis on individuality and self-expression**Always trying new brands**16%12%Declining experimentation suggests more cautious behavior**Rarely trying new brands**28%35%Increased selectivity and reliance on trusted options**In-store only shopping**28%29%Physical retail remains stable and importantOverall, Gen Z beauty behavior in 2026 shows a shift toward greater caution – with rising price sensitivity, reduced experimentation, and more selective engagement with values like sustainability.

## **What happens if brands ignore these trends?**

Brands that fail to adapt risk:

- **Pricing out Gen Z** – losing relevance in a value-first market
- **Overinvesting in purpose without payoff** – sustainability messaging without affordability won’t convert
- **Missing discovery channels** – weak social presence limits visibility
- **Breaking trust** – lack of transparency reduces credibility
- **Over-relying on loyalty** – Gen Z will switch if value isn’t clear

## **How can businesses use these trends to appeal to Gen Z?**

**Balance affordability with value perception**: price matters most – but perceived quality must still justify spend.

**Make sustainability accessible**: focus on practical, visible improvements, not premium positioning.

**Prioritize transparency and clean claims**: clearly communicate ingredients and product benefits.

**Invest in social-first marketing**: short-form video, creator partnerships, and reviews are essential.

**Build omnichannel experiences**: support both in-store testing and online discovery

## **How Attest can help**

Understanding how Gen Z thinks, shops, and evaluates products is critical to staying competitive.

With Attest, you can:

- Compare customer segments side-by-side
- Carry out quant and qual research in one platform
- Identify purchase drivers and barriers
- Test messaging and positioning
- Track trends over time

All with fast, scalable insights from your exact target audience.

![](https://emx2zzfzxax.exactdn.com/wp-content/uploads/2026/05/US-consumer-trends-report-2026_cover-landscape.png?strip=all&w=1920)

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## Research methodology

This [multi-wave study](https://dashboard.askattest.com/survey/SFG2SQQF9WN79SN/key-findings/1771943374685) explores beauty and grooming product purchasing habits, motivations, and social media usage among Gen Z consumers in the US. Data was collected across two waves, with the most recent wave completed in February 2026.

**Participants**:

- 1000 respondents based in the US, all English speaking
- Demographics: 
    - Ages 18-27
    - Gender: 49% male, 51% female
    - Regional quotas: Northeast (18.3%), Midwest (21.7%), South (37%), West (23%)