Gen Z & Beauty: Between Beliefs, Truths, and Opportunities
Superga Beauty and Appinio are unveiling the results of an exclusive study on Generation Z and their skincare and haircare habits. This generation demonstrates deep expertise, high expectations for efficacy, and a unique relationship with beauty gifting.
A Well-Mastered Beauty Routine
A quarter of the young women surveyed describe themselves as true skincare (27%) or haircare (24%) enthusiasts, and nearly half show a strong interest in beauty care.
Their routines are comprehensive—7.8 products used regularly in skincare and 4.3 in haircare. Cleansers, serums, moisturisers, make-up removers, masks, oils… Gen Z has turned beauty care into a ritual.
Expectations of Efficacy and Transparency
Beyond value for money, Gen Z seeks visible, proven results (29% for skincare, 33% for haircare) and long-lasting effectiveness (27% and 28%). Natural compositions and suitable ingredients are also among their top priorities.
A Strong Relationship with Gifting 40% of skincare users have purchased a product for its associated gift, and 86% believe that gifting enhances a brand’s image. The ideal gift? Desirable, useful, and practical.
Insights That Inspire Creation
Cross-referencing these findings with international macro trends, Superga Beauty identified three key Gen Z profiles:
- The Social Hedonist, for whom luxury and beauty are tools of self-expression,
- The Trendy Kidult, who embraces playfulness and joy,
- The Healthy girl, who sees holistic well-being as the new form of wealth.
These personas inspired the creation of three exclusive gift collections, each reflecting identity-driven luxury, playful joy, and rejuvenating well-being. Unveiled at Superga Beauty’s Paris showroom, these collections embody innovation closely aligned with the aspirations of young consumers.
« Today, innovation can no longer happen in isolation. It must be connected to the market and to the end consumer. Appinio’s studies allow us to adapt our proposals quickly, with direct and contextualised feedback », says Leslie Bréau Meniger.
« What makes our studies so valuable is their ability to reflect reality. At Appinio, we combine technological tools and human expertise to deliver actionable insights—here and now», adds Valérie Rager-Brossard, Client Relations Director, Appinio France.
Methodology
Study conducted in France in May 2025 among 1,000 young women (500 skincare purchasers and 500 haircare purchasers) aged 15 to 25, representative of this age group on a national level (quotas applied by age, socio-professional category, region, and city size).
A Connected Approach to Innovation
For more than four years, Superga Beauty, the industrial partner of beauty brands, has joined forces with Appinio, a leader in real-time market research and consumer insight, to place the end consumer’s voice at the centre of its innovation process, whether for gifts, full service, or formulations.
Through its platform, Appinio surveys targeted consumers in real time across more than 190 countries. A new study dedicated to Gen Z and fragrance will be unveiled in the coming months.
By leveraging this partnership, Superga Beauty accelerates its transformation into a high-value industrial player, offering its clients concepts, formulas, and innovations deeply aligned with real-world expectations.
