Predictive, Protective, Planet-Positive: How Gen Z Is Redefining Beauty for 2026

In this episode of In Conversation With, Global Cosmetics News explores how Generation Z is redefining the global cosmetics and personal care industry. Digitally fluent, highly informed and increasingly influential, Gen Z consumers are transforming how beauty products are discovered, researched, evaluated and purchased. Affordability remains important, but this generation also expects performance, ingredient transparency and authentic brand values—often prioritising these factors over hype and celebrity endorsements Joining the conversation are Mallory Huron, Director of Beauty & Wellness at Future Snoops, and Florence Roghe, Founder of Collateral Projects and an NPD Beauty Specialist, who explore the changing behaviours and expectations shaping Gen Z’s relationship with beauty. From scrutinising ingredient lists and consulting AI to checking TikTok reviews before making a purchase, Gen Z has access to an unprecedented amount of beauty information. This is creating a more discerning consumer who expects products to perform and brands to provide the information needed to make informed purchasing decisions. The conversation also examines how AI, social commerce, influencers and user-generated content are transforming the path to purchase. Technology is making product discovery and shopping increasingly seamless, while personalised recommendations and AI tools are giving Gen Z greater control over how they build their beauty routines. This episode explores: Why Gen Z beauty consumers are informed, connected and highly discerning How AI, TikTok, social commerce and influencers are changing beauty discovery and purchasing Why skincare and hair care are key categories for Gen Z consumers The rise of personalised, modular and curated “beauty wardrobes” How affordability, efficacy and ingredient transparency are influencing NPD Why authenticity, traceability and credible sustainability claims are essential to building trust The challenge of balancing speed to market with testing, evidence and regulatory requirements How self-expression, personalisation and advocacy could define the next phase of Gen Z beauty As Gen Z matures, its influence will extend beyond individual trends and products. The panel predicts growing demand for personalisation, flexibility and self-expression, with AI supporting product discovery while human and emotional connections remain central to the beauty experience. For manufacturers, brands and retailers, success will depend on delivering genuine value without sacrificing performance, backing innovation with credible evidence and translating brand values into meaningful action.