Gen Z and Gen Alpha Are Revolutionizing Skincare: Vagaro’s Vantage Report Reveals Top Brands Shaping the Future of Beauty
The skincare industry is undergoing a seismic shift, driven by the preferences of Gen Z and Gen Alpha, according to the latest Vagaro Vantage Report. As the leading software provider for businesses in beauty, wellness, and fitness, Vagaro has uncovered how these younger generations are redefining skincare priorities with a focus on science, transparency, and social media influence. From dermatologist-approved formulations to playful packaging and ingredient-conscious choices, the report highlights the brands capturing the hearts—and skincare routines—of these influential demographics.
Gen Z’s Love for Science-Backed Skincare
Born between 1996 and 2007, Gen Z overwhelmingly favors brands that prioritize efficacy and authenticity over flashy marketing or prestige labels. Leading the pack is CeraVe, a dermatologist-developed brand celebrated for its accessible pricing, proven formulations, and viral popularity on platforms like TikTok and Instagram. CeraVe’s rise to fame among Gen Z is fueled by its commitment to barrier repair, hydration, and ingredient transparency.
Close behind is Drunk Elephant, a runner-up favored for its clean formulations and innovative approach to skincare. Other notable mentions include First Aid Beauty, Paula’s Choice, Youth to the People, and Dermalogica, all of which resonate with Gen Z due to their dedication to science-backed solutions and emphasis on visible results.
For this generation, skincare isn’t just about aesthetics—it’s about trust. Gen Z consumers are highly discerning, opting for products backed by scientific research and free from harsh additives like fragrances, dyes, silicones, and drying alcohols. Ingredients such as vitamin C, peptides, and hyaluronic acid dominate their routines, reflecting a growing demand for effective, no-nonsense formulations.
Gen Alpha: The Next Wave of Skincare Enthusiasts
Meanwhile, Gen Alpha, born after 2010, is already making waves in the skincare world. While still young, this tech-savvy generation is showing early signs of becoming skincare aficionados, influenced heavily by social media trends and their parents’ purchasing habits. According to the Vagaro survey, nearly 70% of Gen Alpha kids’ parents reported that skincare products and tools were among the top holiday gift requests from their children in 2024.
Brands like Bubble Skincare and BYOMA are emerging as favorites for this cohort, thanks to their playful packaging, gentle formulations, and focus on skin-barrier support. These brands appeal to Gen Alpha’s preference for fun yet effective products that align with their values of inclusivity and sustainability.
Interestingly, some brands manage to bridge generational gaps. The Ordinary, Drunk Elephant, and Glow Recipe continue to resonate with both Gen Z and Gen Alpha, thanks to their vibrant branding, transparent ingredient lists, and “clean but effective” promises. These brands have successfully positioned themselves as staples in the youth skincare market, catering to diverse needs while maintaining a strong social media presence.
The Role of Social Media in Shaping Preferences
Social media plays a pivotal role in shaping skincare trends among younger generations. For Gen Z, influencer endorsements and peer recommendations reign supreme, with platforms like TikTok and Instagram serving as primary discovery engines. Viral skincare routines, product reviews, and hashtag challenges have propelled brands like CeraVe and Glow Recipe into the spotlight, proving that user-generated content can be as powerful—if not more so—than traditional advertising.
For Gen Alpha, YouTube and TikTok are the go-to sources for discovering new products. Short-form video content, tutorials, and unboxing videos captivate this audience, who are drawn to visually engaging content and relatable storytelling. This reliance on digital platforms underscores the importance of brands maintaining an active and authentic social media strategy to connect with younger consumers.
Beyond Products: Buying Into Brand Values
“These generations aren’t just buying skincare—they’re buying into brand values, scientific integrity, and real results,” said Renee Marie, Licensed Cosmetologist & Senior Product Marketing Manager at Vagaro. “Brands that deliver on those promises will define the future of beauty.”
The Vagaro Vantage Report reveals that younger consumers are deeply invested in the ethos behind the products they purchase. Transparency, sustainability, and inclusivity are non-negotiables for Gen Z and Gen Alpha. They gravitate toward brands that align with their personal values, whether it’s supporting cruelty-free practices, reducing environmental impact, or championing diversity in marketing campaigns.
This shift presents both opportunities and challenges for brands and salon professionals. To capture the loyalty of these skincare-savvy generations, companies must prioritize authenticity, innovation, and meaningful engagement. Offering educational content, fostering community, and leveraging social proof will be key strategies for staying relevant in an increasingly competitive market.
Insights for the Future of Beauty
Vagaro’s findings offer critical insights for businesses operating in the beauty, wellness, and fitness industries. As Gen Z and Gen Alpha continue to shape consumer behavior, understanding their preferences and values will be essential for long-term success. Brands that embrace science-backed formulations, sustainable practices, and digital-first strategies are poised to thrive in this evolving landscape.
For salon professionals, the report serves as a reminder of the importance of staying informed about emerging trends and adapting services to meet shifting client expectations. Whether it’s incorporating trending products into treatments or offering personalized skincare consultations, aligning with the needs of younger generations can help build lasting relationships and drive business growth.
