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The impact of Generation Z on the beauty industry is unmatched: tech-savvy, aware of current issues, and vocal about their needs and beliefs, these young people have become the newest trend setters and target audience of several markets, including that of beauty. As such, cosmetics and personal care companies have started focusing more on this generation of consumers in recent years, meeting their demands, and working towards new brand values that are dear to them. In fact, many Gen Z, or “zoomers”, value sustainability, workers’ rights, and the use of ethical ingredients, also when it comes to their daily beauty and personal care routines.In the biggest market for the cosmetics industry, the United States, where revenues of about 19.4 billion U.S. dollars were recorded in 2023, this generation is helping shape the market.
Skincare first
Over the past few years, skincare has taken over the internet, with beauty influencers and make-up artists sharing their secrets, tips, and reviewing the newest products on the market. This comes as no surprise, since skincare is the most profitable category of the beauty market and, in the United States, it generated notable revenues as of 2023, with face care being the most popular segment. Having a skincare routine has become synonymous with self-care, a priority for Gen Z. Whether it is a treat to oneself or to prevent aging or defy acne, skincare products are among the most purchased by U.S. consumers and the ones trending the most on social media such as TikTok, which younger generations often use to find inspiration or gain more knowledge. Among Gen Z’s favorite skincare brands are big names, such as CeraVe and The Ordinary.
Purchasing behavior
Gen Z is the newest entry in the job market, and despite the young age, its average annual household expenditure was estimated at almost 48 thousand U.S. dollars in 2022. According to a survey carried out in the United States in 2023, the average yearly spend on beauty products added up to over two thousand U.S. dollars for Gen Z, second only to millennials. Cosmetics are important to zoomers, to the point where about 50 percent of them stated that they were willing to cut back on other expenses in order to allocate more money for beauty items in 2023. However, when shopping for such products, Gen Z still highly values price. It was in fact the most important attribute of a product, followed by quality. As more and more products and trends become viral online, beauty shoppers sometimes lean into overconsumption, subsequently spending high amounts of money. Gen Z is, in fact, also the generation that stated they regretted overspending on beauty products the most in 2023.
Recently, the trend of “de-influencing” has become popular on TikTok: the goal is to remind the viewers that they do not need as many products or very expensive ones and thus save money. The relationship between beauty products and Gen Z is very strong, especially since it is tightly linked to the concept of self-care, which zoomers really appreciate. However, shifts in their spending behavior could be just around the corner.
Gen Z has an enormous impact on the beauty industry and seemingly cannot do without beauty items and skincare routines. However, due to the current economic climate especially, typical expenditures could change over time. This leads one to wonder what consequences this will have on the types of products and values brands will prioritize to meet the needs of such a valuable target audience.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
D. Petruzzi Research expert covering Cosmetics, Personal Care, Health & Hygiene industries. 
Key insights
- Skincare share of the global cosmetic market
- 40%
Detailed statistics
Breakdown of the cosmetic market worldwide 2011-2023, by product category
- Revenue of the face skincare segment in the U.S.
- 14.6bn USD
Detailed statistics
Skin care market revenue in the United States 2023, by segment
- Revenue of the global cosmetics market
- 103.8bn USD
Detailed statistics
Revenue of the cosmetics industry worldwide 2019-2029
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Market overview
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- Premium Statistic Breakdown of the cosmetic market worldwide 2011-2023, by product category
- Premium Statistic Revenue of the global cosmetics market 2023, by segment
- Premium Statistic Skin care market revenue worldwide 2023, by country
- Premium Statistic Revenue of the cosmetics industry in the U.S. 2018-2029
- Premium Statistic Revenue of the cosmetics market in the United States 2023, by segment
- Premium Statistic Skin care market revenue in the United States 2023, by segment
Market overview
- Premium Statistic Breakdown of the cosmetic market worldwide 2011-2023, by product category
Breakdown of the cosmetic market worldwide 2011-2023, by product category
Breakdown of the cosmetic market worldwide from 2011 to 2023, by product category
- Premium Statistic Revenue of the global cosmetics market 2023, by segment
Revenue of the global cosmetics market 2023, by segment
Revenue of the cosmetics market worldwide in 2023, by segment (in billion U.S. dollars)
- Premium Statistic Skin care market revenue worldwide 2023, by country
Skin care market revenue worldwide 2023, by country
Revenue of the global skin care market in 2023, by country (in million U.S. dollars)
- Premium Statistic Revenue of the cosmetics industry in the U.S. 2018-2029
Revenue of the cosmetics industry in the U.S. 2018-2029
Revenue of the cosmetics market in the United States from 2018 to 2029 (in billion U.S. dollars)
- Premium Statistic Revenue of the cosmetics market in the United States 2023, by segment
Revenue of the cosmetics market in the United States 2023, by segment
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- Premium Statistic Skin care market revenue in the United States 2023, by segment
Skin care market revenue in the United States 2023, by segment
Revenue of the skin care market in the United States in 2023, by segment (in million U.S. dollars)
Leading brands
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- Basic Statistic Most trusted beauty and personal care brands among U.S. Gen Z 2023
- Premium Statistic Leading cosmetics brands among Gen Z in the U.S. 2024
- Premium Statistic Leading skincare brands among Gen Z in the U.S. 2024
- Premium Statistic Leading fragrance brands among Gen Z in the U.S. 2024
- Basic Statistic Leading hair care brands among Gen Z in the U.S. 2024
Leading brands
- Basic Statistic Most trusted beauty and personal care brands among U.S. Gen Z 2023
Most trusted beauty and personal care brands among U.S. Gen Z 2023
Most trusted beauty and personal care brands among Generation Z adults in the United States as of 2023
- Premium Statistic Leading cosmetics brands among Gen Z in the U.S. 2024
Leading cosmetics brands among Gen Z in the U.S. 2024
Leading cosmetics brands among Gen Z in the United States in 2024
- Premium Statistic Leading skincare brands among Gen Z in the U.S. 2024
Leading skincare brands among Gen Z in the U.S. 2024
Leading skincare brands among Gen Z in the United States in 2024
- Premium Statistic Leading fragrance brands among Gen Z in the U.S. 2024
Leading fragrance brands among Gen Z in the U.S. 2024
Leading fragrance brands among Gen Z in the United States in 2024
- Basic Statistic Leading hair care brands among Gen Z in the U.S. 2024
Leading hair care brands among Gen Z in the U.S. 2024
Leading hair care brands among Gen Z in the United States in 2024
Skincare
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- Premium Statistic Most popular skincare products among shoppers in the U.S. 2022, by generation
- Basic Statistic Most common skin concerns among U.S. skin care shoppers 2022
- Basic Statistic Usage of makeup products containing SPF/sunscreen in the U.S. 2023, by age
- Premium Statistic Frequency of face sunscreen use when outside in the U.S. 2023, by age group
- Premium Statistic U.S.: Gen Z's top 5 facial patch products in 2023
- Premium Statistic Leading skincare trends worldwide based on Google searches 2023
- Premium Statistic Most trending skincare hashtag on TikTok 2023, by number of views
Skincare
- Premium Statistic Most popular skincare products among shoppers in the U.S. 2022, by generation
Most popular skincare products among shoppers in the U.S. 2022, by generation
Most popular skincare products among beauty shoppers in the United States in 2022, by generation
- Basic Statistic Most common skin concerns among U.S. skin care shoppers 2022
Most common skin concerns among U.S. skin care shoppers 2022
Most common skin concerns when shopping for skin care products in the United States in 2022, by generation
- Basic Statistic Usage of makeup products containing SPF/sunscreen in the U.S. 2023, by age
Usage of makeup products containing SPF/sunscreen in the U.S. 2023, by age
Usage of makeup products containing SPF/sunscreen in the United States in 2023, by age group
- Premium Statistic Frequency of face sunscreen use when outside in the U.S. 2023, by age group
Frequency of face sunscreen use when outside in the U.S. 2023, by age group
Use of sunscreen on the face when outside of home in the United States in 2023, by age group
- Premium Statistic U.S.: Gen Z's top 5 facial patch products in 2023
U.S.: Gen Z's top 5 facial patch products in 2023
Most purchased skin care patch products by Gen Z in the United States in 2023
- Premium Statistic Leading skincare trends worldwide based on Google searches 2023
Leading skincare trends worldwide based on Google searches 2023
Leading skincare trends worldwide in 2023, based on Google search growth
- Premium Statistic Most trending skincare hashtag on TikTok 2023, by number of views
Most trending skincare hashtag on TikTok 2023, by number of views
Most popular skincare trends on TikTok in 2023, by number of hashtag views
Consumer preferences
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- Premium Statistic Leading habits among Gen Z beauty shoppers globally 2023
- Premium Statistic Attitudes towards beauty purchases among Gen Z in the U.S. 2024
- Basic Statistic Leading considerations when buying beauty products for U.S. Gen Z 2024
- Premium Statistic Most important factors influencing beauty purchases among Gen Z in the U.S. 2024
- Premium Statistic Leading beauty shops among Gen Z in the U.S. 2024
- Premium Statistic Most popular product discovery channels for Gen Z beauty shoppers in the U.S. 2024
- Premium Statistic Popularity of celebrity cosmetics brands in the U.S. 2023, by age group
- Premium Statistic Celebrities Gen Z consumers would like to develop a beauty brand in the U.S. 2023
- Premium Statistic Unisex beauty product usage by generation in the U.S. 2023
Consumer preferences
- Premium Statistic Leading habits among Gen Z beauty shoppers globally 2023
Leading habits among Gen Z beauty shoppers globally 2023
Leading habits among Gen Z beauty shoppers worldwide in 2023
- Premium Statistic Attitudes towards beauty purchases among Gen Z in the U.S. 2024
Attitudes towards beauty purchases among Gen Z in the U.S. 2024
Attitudes towards beauty purchases among Gen Z in the United States in 2024
- Basic Statistic Leading considerations when buying beauty products for U.S. Gen Z 2024
Leading considerations when buying beauty products for U.S. Gen Z 2024
Leading beauty product attributes among Gen Z in the United States in 2024
- Premium Statistic Most important factors influencing beauty purchases among Gen Z in the U.S. 2024
Most important factors influencing beauty purchases among Gen Z in the U.S. 2024
Most important attributes of a beauty brand or product according to Gen Z consumers in the United States in 2024
Shopping channel preference among U.S. millennials & Gen Z for beauty products 2023
Share of Gen Z and millennial consumers that would prefer to shop mostly online/in-store for beauty products in the United States in 2023
- Premium Statistic Leading beauty shops among Gen Z in the U.S. 2024
Leading beauty shops among Gen Z in the U.S. 2024
Leading beauty shopping destinations among Gen Z in the United States in 2024
- Premium Statistic Most popular product discovery channels for Gen Z beauty shoppers in the U.S. 2024
Most popular product discovery channels for Gen Z beauty shoppers in the U.S. 2024
Most popular beauty product discovery channels among Gen Z shoppers in the United States in 2024
- Premium Statistic Popularity of celebrity cosmetics brands in the U.S. 2023, by age group
Popularity of celebrity cosmetics brands in the U.S. 2023, by age group
Popularity of celebrity cosmetics brands in the United States in 2023, by age group
- Premium Statistic Celebrities Gen Z consumers would like to develop a beauty brand in the U.S. 2023
Celebrities Gen Z consumers would like to develop a beauty brand in the U.S. 2023
Leading celebrities Gen Z beauty consumers would like to see develop a beauty brand in the United States in 2023
- Premium Statistic Unisex beauty product usage by generation in the U.S. 2023
Unisex beauty product usage by generation in the U.S. 2023
Usage of unisex beauty products in the United States in 2023, by generation
Expenditure
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- Basic Statistic Average yearly spend on beauty products in the U.S. 2023, by generation
- Premium Statistic Gen Z monthly online beauty expenditure in the U.S. 2023
- Premium Statistic Share of U.S. beauty shoppers spending more on beauty products in 2024, by generation
- Premium Statistic Consumers who would adjust other expenses to spend more on beauty in the U.S. 2023
- Basic Statistic Willingness to spend more on luxury beauty among U.S. Gen Z and millennials 2023
- Basic Statistic Share of U.S. consumers who regretted spending on beauty products 2023, by generation
- Basic Statistic Share of U.S. consumers who spent more on beauty products due to social media 2023
Expenditure
- Basic Statistic Average yearly spend on beauty products in the U.S. 2023, by generation
Average yearly spend on beauty products in the U.S. 2023, by generation
Average yearly spend on beauty products in the United States in 2023, by generation (in U.S. dollars)
- Premium Statistic Gen Z monthly online beauty expenditure in the U.S. 2023
Gen Z monthly online beauty expenditure in the U.S. 2023
Monthly online beauty spend of Gen Z shoppers in the United States in 2023
- Premium Statistic Share of U.S. beauty shoppers spending more on beauty products in 2024, by generation
Share of U.S. beauty shoppers spending more on beauty products in 2024, by generation
Share of U.S. consumers who stated that they are currently spending more on beauty items than a year ago in 2024, by generation
- Premium Statistic Consumers who would adjust other expenses to spend more on beauty in the U.S. 2023
Consumers who would adjust other expenses to spend more on beauty in the U.S. 2023
Share of consumers who would consider cutting back on other expenses to spend more money for beauty products in the United States in 2023, by generation
- Basic Statistic Willingness to spend more on luxury beauty among U.S. Gen Z and millennials 2023
Willingness to spend more on luxury beauty among U.S. Gen Z and millennials 2023
Share of Gen Z and millennial consumers willing to spend more on high-end luxury beauty in the United States in 2023
- Basic Statistic Share of U.S. consumers who regretted spending on beauty products 2023, by generation
Share of U.S. consumers who regretted spending on beauty products 2023, by generation
Share of consumers who regretted overspending on beauty products in the United States in 2023, by generation
- Basic Statistic Share of U.S. consumers who spent more on beauty products due to social media 2023
Share of U.S. consumers who spent more on beauty products due to social media 2023
Share of consumers who spent more on beauty items due to social media influence in the United States in 2023
Digital behavior
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- Premium Statistic Gen Z who would choose to shop mostly online vs. offline worldwide 2023, by category
- Premium Statistic Gen Z monthly online shoppers worldwide 2023, by category
- Premium Statistic Top factors that influence Gen Z's purchase of beauty products online U.S. 2023
- Premium Statistic U.S. consumers who used technology to try a new beauty product before purchase 2024
- Premium Statistic Main sources of personalized beauty recommendations among Gen Z in the U.S. 2024
- Basic Statistic Impact of influencers on beauty products purchases among U.S. Gen Z 2024
- Premium Statistic Top Gen Z search and purchase channels for beauty items online in the U.S. 2023
- Premium Statistic Global leading hair care trends on TikTok 2023, by MoM views growth
- Premium Statistic Top TikTok shop product categories in the U.S. 2023, by sales share
Digital behavior
- Premium Statistic Gen Z who would choose to shop mostly online vs. offline worldwide 2023, by category
Gen Z who would choose to shop mostly online vs. offline worldwide 2023, by category
Channel in which Gen Z shoppers would do most of their shopping if they could choose freely worldwide in second quarter 2023, by category
- Premium Statistic Gen Z monthly online shoppers worldwide 2023, by category
Gen Z monthly online shoppers worldwide 2023, by category
Share of Gen Z consumers shopping online on a monthly basis worldwide in 2nd quarter 2023, by category
- Premium Statistic Top factors that influence Gen Z's purchase of beauty products online U.S. 2023
Top factors that influence Gen Z's purchase of beauty products online U.S. 2023
Top factors that Gen Z online shoppers consider when making beauty purchases in the United States in 2023
- Premium Statistic U.S. consumers who used technology to try a new beauty product before purchase 2024
U.S. consumers who used technology to try a new beauty product before purchase 2024
Share of consumers who used technology to try out a beauty product before purchasing in the United States in 2024, by generation
- Premium Statistic Main sources of personalized beauty recommendations among Gen Z in the U.S. 2024
Main sources of personalized beauty recommendations among Gen Z in the U.S. 2024
Preferred channels for personalized beauty recommendations among Gen Z in the United States in 2024, by type
- Basic Statistic Impact of influencers on beauty products purchases among U.S. Gen Z 2024
Impact of influencers on beauty products purchases among U.S. Gen Z 2024
Share of Gen Z consumers who purchased beauty products based on influencers' recommendations in the United States in 2024
- Premium Statistic Top Gen Z search and purchase channels for beauty items online in the U.S. 2023
Top Gen Z search and purchase channels for beauty items online in the U.S. 2023
Leading Gen Z search and purchase channels for new-to-them beauty products in the United States in 2023
- Premium Statistic Global leading hair care trends on TikTok 2023, by MoM views growth
Global leading hair care trends on TikTok 2023, by MoM views growth
Leading hair care trends on TikTok worldwide in 2023, by month-on-month views growth
- Premium Statistic Top TikTok shop product categories in the U.S. 2023, by sales share
Top TikTok shop product categories in the U.S. 2023, by sales share
Most purchased TikTok Shop product categories in the United States as of September 2023
