Redefining Beauty for a Digital-First Generation

In this episode of In Conversation With, Global Cosmetics News explores the dynamic preferences and evolving expectations of Gen Z adults—a digitally native, values-driven generation poised to reshape the future of the beauty industry.

Hosted by Siobhan Murphy, the episode features insights from:

Georgia Stafford, Senior Research Analyst, Beauty, Personal Care, Health & Wellbeing at Mintel

Trishna Daswaney, Director at Kohl Kreatives

Disha Daswaney, Chief Operating Officer at Kohl Kreatives

Gen Z is redefining "anti-aging" through a preventative lens. Georgia Stafford explains how brands like Glow Recipe and Neutrogena are embracing “slow aging,” focusing on long-term skin health rather than immediate results. This shift also promotes lower-concentration actives, hydration, and patience—counterbalancing Gen Z’s historical preference for intense, fast-acting ingredients.

At Kohl Kreatives, Trishna and Disha Daswaney are building private channels and WhatsApp communities to offer Gen Z personalized interactions and direct involvement in product creation. This audience craves peer-to-peer validation, creator-led education, and brands that feel like friends—not authorities.

From AI-enhanced tools to gaming and metaverse activations, Gen Z’s embrace of technology opens new avenues for beauty brands. Brands are investing in multi-function skincare devices, menstrual-cycle-based product routines, and digital-first experiences on platforms like Roblox.

Sustainability matters—but human ethics and brand purpose come first. Gen Z wants products that work, but will choose companies aligned with their values. Georgia notes that 57% of Gen Z prioritize human ethics over environmental ethics. Transparency, biotech innovation, and community empowerment are key.

With EU retinol regulations tightening, Gen Z is driving demand for proven retinol alternatives. Georgia emphasizes the need for diverse testing and science-led storytelling, while brands like Róen and Tiaq are setting the bar for transparent efficacy.

From charm accessories to signature scent bundles for people, pets, and pillows, the panel closes with a celebration of creativity. Trishna highlights the rise of “looksmaxxing” and male beauty, while Disha nods to smart SPF stickers and quick-to-use “Quickie Stickies.”

How is Gen Z reshaping the beauty space? What does personalization really look like? What’s next for product innovation?