Behind the Label: Beauty Brands and Gen-Z's Pursuit of Authenticity

Behind the Label: Beauty Brands and Gen-Z's Pursuit of Authenticity

September 8, 2023

Step into the world of beauty where authenticity and transparency reign supreme, perfectly in sync with Gen-Z’s discerning tastes. Discover the brands that not only meet the stringent demands of this generation but also share their core values. Let’s explore why these beauty companies resonate so profoundly with Gen-Z and why they’re considered vital in today’s ever-evolving beauty landscape.

The Ordinary

The Ordinary is celebrated for its straightforward and transparent approach to skincare. They focus on individual ingredients, clearly listing them on product labels and explaining their benefits. Gen-Z appreciates the honesty and simplicity of their formulations.


Glossier’s marketing is centered around real, unfiltered beauty. They encourage customers to embrace their natural selves and prioritize skincare. Gen-Z values their authentic approach, which stands in contrast to traditional beauty advertising.

Fenty Beauty

Fenty Beauty’s commitment to inclusivity and diversity aligns with Gen-Z’s social values. They appreciate a brand that celebrates beauty in all its forms and promotes representation in the beauty industry.

Indie Lee

Indie Lee is known for its clean and non-toxic skincare products. Gen-Z, often concerned about the ingredients in their skincare, values brands that prioritize safety and transparency in product formulations.

Drunk Elephant

This brand is transparent about the ingredients used in their skincare products and avoids the “Suspicious 6” ingredients known to potentially cause skin sensitivities. Gen-Z appreciates the focus on ingredient integrity.

Youth to the People

Youth to the People’s commitment to clean, vegan, and cruelty-free skincare resonates with Gen-Z’s ethical values. They prioritize products that are kind to the environment and animals.

Burt's Bees

Burt’s Bees emphasizes natural ingredients in their products and provides clear information about sourcing and production. Gen-Z appreciates brands that prioritize transparency about their sourcing practices.

Herbivore Botanicals

Herbivore’s minimalist packaging and emphasis on natural ingredients align with Gen-Z’s desire for authenticity and clean beauty. They appreciate brands that keep things simple and honest.


Tatcha’s luxurious skincare products are inspired by Japanese beauty traditions and prioritize clean ingredients. Gen-Z appreciates their dedication to authenticity and high-quality formulations.

These brands resonate with Gen-Z because they prioritize transparency, authenticity, and align with the social and environmental values of this generation. Gen-Z wants to support brands that not only offer effective products but also share their commitment to ethical and sustainable practices.