Youth are breaking the beauty rules

The rise of anti-beauty

2020 and the collective experience of the pandemic accelerated Gen Z’s rejection of relentless perfectionism. In its place, they are embracing antibeauty aesthetics that focus on self-expression, selfexperimentation and joy.

Manifesting as confdence, not just aesthetics, this generation are driving a new understanding of what beauty means that is more about feelings and what’s on the interior vs. the exterior.

Brands needs to go deeper and refect this shift in the stories they are looking to tell, fnding new ways to mirror the new meaning of beauty through strategies that defne how their brand or product can facilitate Gen Z’s mission to feel good.

71% of Gen Z beauty consumers shared they prefer to always feel good vs. always look good Klarna beauty report 2022

80% of Gen-Z and Millennials said beauty is about confdence, not appearance.

Dazed studio