Are Skincare and Haircare Shifting to a More Youthful Demographic?
The beauty industry is undergoing a profound shift. Gen Z and even Gen Alpha aren’t just influencing trends, they’re reshaping entire categories. From multi-tasking skincare to tech-enabled personalization and minimal routines, their buying habits and expectations are fundamentally changing what brands offer.
Here’s why the future of beauty is decidedly youthful and what it means for brands partnering with VegeLabs.
1. Younger Shoppers Want Smarter Products 🎯
Gen Z is ingredient-savvy. According to McKinsey and other reports, they prioritize ingredient transparency and clean formulation, with preferences aligning more with science-backed efficacy than legacy brand loyalty. Brands that deliver multi-functional formulas (like retinol-infused body serums or hyaluronic acid shampoos) are resonating strongly.
Vaseline’s Gluta-Hya range of hand and body moisturizers (featuring vitamin C and hyaluronic acid) proved highly successful with younger buyers by catering to their expectations for skincare-grade ingredients in non-traditional products.
2. Social & Digital Natives Demand Engagement
TikTok, Instagram, and YouTube are more than channels; they’re discovery engines. Vogue Business notes brands like ELF and CeraVe hit massive Gen Z traction by leaning into influencer content and educational tutorials.
Take Rhode, a brand launched with minimalist skincare-makeup hybrids. They exploded via influencer buzz and social aligns that echo Gen Z’s “glazed donut skin” aesthetic.
3. Category Crossover: Hair as Skin & Skin as Hair
The democratization of ingredient literacy has blurred the lines between skincare and haircare. Gen Z demands scalp care with skincare-like actives: hyaluronic acid, peptides, niacinamide, probiotic ferments, all packaged in hydrating formulas suited for daily use.
This trend reflects in the rise of scalp-first routines and multi-benefit hair serums marketed as holistic wellness solutions, not just cosmetic products.
4. Inclusivity, Cleanliness, and Authentic Brand Values
Younger consumers demand more than efficacy, they demand ethics. Sustainability, inclusivity in shade ranges and gender-neutral branding, and authenticity are table stakes for Millennials and Gen Z.
Brands that lack clear communication around eco-credentials or ingredient sourcing risk being overlooked by younger buyers who read every label and demand transparency.
5. Price Meets Performance: “Affordable Luxury”
Although Gen Z is value-conscious, they’re willing to invest in products with real performance. Affordable luxury and DTC brands like The Ordinary, ELF, and Rose have thrived by balancing high efficacy with accessible price points.
This creates an opportunity for private-label partners to co-create premium-perceived formulas that deliver results without luxury brands’ pricing.
6. Rising Influence of Gen Alpha
Don’t sleep on Gen Alpha, often overlooked but growing in purchasing power and influence. Mintel reports they’re digital-first, eco-minded, and expect inclusion and authenticity from the brands they engage with. AR try-ons, inclusive campaigns, and clean formulations will be expected in the near term.
🧪 What This Means for Brands & VegeLabs
- Formulate for Youth: Think lightweight, multitasking, skin-first haircare and minimalist skincare packages.
- Enable personal journeys: Our labs support specialization—peptide serums for scalp repair, antioxidant body shampoos, inclusive shades.
- Be socially fluent: VegeLabs can support branded label copy that educates consumers and plays well in social content.
- Balance value and efficacy: Small-batch production lets you test and scale well-performing hero SKUs into broader lines.
✅ Final Takeaway
Yes: skincare and haircare are shifting younger, and intentionally so. Today’s younger consumers expect efficacy, ingredient transparency, sustainability, and social proof behind every product. Brands that ignore this shift risk being left behind.
At VegeLabs, we help our brand partners build formulas that capture the values and expectations of tomorrow’s market today. Whether you’re launching a Gen Z-friendly scalp serum or a hybrid skincare body line, we have the expertise and flexibility to support your vision.
Ready to build for the future of beauty? Let’s talk.