According to the latest Vantage Report from Vagaro, the leading software for businesses in beauty, wellness, and fitness, Gen Z and Gen Alpha are reshaping the skincare industry with brand preferences rooted in science, transparency, and social media influence.
Gen Z, born between 1996 and 2007, overwhelmingly trusts CeraVe for its dermatologist-developed formulations, accessibility, and viral popularity on TikTok and Instagram, with Drunk Elephant as a runner up.
Vagaro’s findings indicate a critical shift: younger consumers are prioritizing science and authenticity over prestige branding.
First Aid Beauty, Paula’s Choice, Youth to the People, and Dermalogica are also popular amongst the Gen Z population for their dedication to science-backed skincare solutions.
Gen Alpha, the rising cohort born after 2010, is already making its mark. Brands like Bubble Skincare and BYOMA are top choices for this generation, thanks to playful packaging, gentle barrier-supportive ingredients, and social media buzz.
Nearly 70% of Gen Alpha kids’ parents surveyed reported that skincare products and tools were among the top holiday gift requests from their children in 2024.
The Ordinary, Drunk Elephant and Glow Recipe continue to bridge generational preferences, maintaining strong appeal among both Gen Z and Gen Alpha for prioritizing ingredients like vitamin C and peptides over harsher additives like fragrances, dyes, silicones, and drying alcohols.
Its vibrant branding and “clean but effective” promise have secured its place in the youth skincare market.
The Vagaro Vantage Report also highlights the dominant role of social media: TikTok and YouTube are the primary discovery engines for Gen Alpha, while Gen Z leans heavily on influencer endorsements and peer recommendations.
“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.”
Vagaro’s findings offer critical insights for brands and salon professionals looking to stay ahead of shifting consumer demands—and capture the loyalty of the next skincare-savvy generations.
About Vagaro
Vagaro is the leading salon, spa, and fitness software, serving hundreds of thousands of professionals worldwide. Vagaro simplifies business management, credit card and payment processing, and makes it easy for businesses to grow their clientele on a modern consumer marketplace. Vagaro's a-la-carte options and affordable pricing provide a unique level of scalability, making it suitable for businesses of all sizes, from the solopreneur to enterprise franchises. Simple, innovative, and reliable, Vagaro empowers beauty and wellness professionals to excel in a digital age. Visit Vagaro to learn more.
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According to Vagaro, the leading software for businesses in beauty, wellness, and fitness, Gen Z and Gen Alpha are reshaping the skincare industry with brand preferences rooted in science, transparency, and social media influence.
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