Gen Zs love to express themselves, and what better way than with makeup? Makeup offers Gen Zs the ideal product to represent all sides of themselves—free from gender norms and stereotypes. But non-beauty brands can also embrace gender fluidity in their campaigns. It all begins with an open mind. 

When it comes to the future, Gen Z is hopeful but uncertain. In part two of our series on Gen Z and the future, we explore how Gen Z’s outlook plays a key role in their purchasing decisions—and what this means for brands.

Gen Zs have mixed feelings when it comes to what lies ahead—both for themselves and the world. We explore what this means for brands in a two-part series.  

For most Gen Zs, going off to college means being independent for the very first time. We asked them how they shop for common household goods now that they're on their own. Here's what they said.  

A recent study shows that a majority of Gen Zs feel empowered to shape the future. Here are two examples of how the women of this generation are making their voices heard.  

Gen Zs are practical. But as the only generation that values love more than money, they remind us that happily ever after isn’t about the commas in your bank account. It’s about that feeling of butterflies in your stomach.

For Gen Z, conscious consumerism doesn’t apply just to fashion and personal care, it applies to luxury items like diamonds as well. Some prudent brands are taking note. The result? What used to take 3 billion years now takes two weeks. Yes, we’re talking about lab-grown diamonds.

The beauty industry has been growing like crazy, fueled by a crop of independent brands that Gen Zs adore. To understand how Gen Z discovers new brands and what they look for in cosmetics and skincare products, we asked a Gen Z what's in her makeup bag. Here's what she said.  

2018 was a big year for Gen Zs. We asked them to recap the personal and political moments that mattered, in their words. Their response is illustrative of the trends that define this generation.