Beyond Makeup:
Self-Expression Trends Shaping Gen-Z Beauty

Beyond Makeup: Self-Expression Trends Shaping Gen-Z Beauty

September 7, 2023

In the ever-evolving landscape of the beauty industry, Generation Z, known for its penchant for innovation and trendsetting, has played a pivotal role in shaping the preferences and priorities of the modern beauty market. This generation’s unique perspective on beauty goes beyond the conventional, encompassing a wide array of trends that reflect their diverse and dynamic tastes. Gen-Z is not content with one-size-fits-all beauty standards; instead, they celebrate individuality and self-expression through their choices in makeup, skincare, and personal grooming. Some of the biggest makeup trends among Gen-Z include:

Natural & Minimalist Makeup

Gen-Z has popularized the “no-makeup makeup” look, which emphasizes a natural, flawless complexion with minimal products. This trend focuses on enhancing one’s features without heavy layers of makeup.

Colourful Eyeshadow

Bold and vibrant eyeshadow colours, often in unconventional shades like neon pinks, electric blues, and vibrant greens, have gained popularity. Gen-Z embraces creative and playful eye makeup looks.

Graphic Eyeliner

Graphic and artistic eyeliner designs, including geometric shapes, bold winged liners, and colourful accents, have become a staple among Gen-Z makeup enthusiasts.

Glitter & Sparkle

Glitter-infused makeup products, including eyeshadows, lip glosses, and highlighters, have made a comeback. Gen-Z often incorporates glitter to add a touch of glamour to their looks.

Bold Lip Colours

Gen-Z isn’t afraid to experiment with bold lip colours like deep purples, unconventional blues, and fiery reds. Lipstick has become a statement piece in makeup routines.

Dewy & Glossy Skin

Dewy and luminous skin is highly favored over matte finishes. Gen-Z appreciates products like highlighters, illuminators, and facial mists that give a fresh, glowing complexion.

Feathery Brows

Full, feathery brows are in, and Gen-Z often opts for brow products that create a natural and fluffy appearance. This trend emphasizes embracing one’s natural brow shape.

Monochromatic Makeup

Coordinating makeup shades across the eyes, lips, and cheeks for a monochromatic look is a popular trend. It creates a harmonious and polished appearance.

E-girl & E-boy Styles

Inspired by social media and gaming culture, E-girl and E-boy makeup styles include dark, smudged eyeliner, colorful hair, and playful facial decals. 

These trends showcase Gen-Z’s commitment to self-expression, creativity, and individuality in the world of makeup. They are unafraid to push boundaries and challenge traditional beauty norms, leading to a more diverse and inclusive beauty landscape.

When examining these trends, it’s equally crucial to identify fashion brands that champion these styles. Within this beauty revolution, numerous brands have emerged as torchbearers of specific trends that have gained immense popularity among Gen-Z consumers. These brands don’t just follow the trends; they actively define and champion them, resonating with Gen-Z’s values, desires, and aspirations. From the “no-makeup makeup” ethos to the embrace of inclusivity and clean beauty, Gen-Z’s influence extends far and wide, leaving an indelible mark on the beauty industry. Let’s delve into the world of beauty brands that cater to the unique trends and preferences that define Generation Z’s approach to beauty and self-care.


Glossier captures the “no-makeup makeup” trend, which emphasizes natural and dewy skin. Their products are designed to enhance one’s natural beauty rather than covering it up.

Milk Makeup

Milk Makeup embodies the “effortless beauty” trend, offering easy-to-use, multi-purpose products that cater to an on-the-go lifestyle. They emphasize minimalism and simplicity.

Tarte Cosmetics

Tarte is known for the “clean beauty” trend, offering products made with natural ingredients and without harmful chemicals. Gen-Z consumers value clean and non-toxic beauty options.

Huda Beauty

Huda Beauty captures the “bold and creative” trend with its wide range of vibrant eyeshadows, lip colors, and bold makeup looks. Gen-Z is known for experimenting with unique styles.

Anastasia Beverly Hills

This brand focuses on the “eyebrow and contouring” trend, offering high-quality products for achieving perfectly sculpted brows and defined facial features.

Sephora Collection

Sephora Collection embraces the “personalization” trend, offering a wide range of customizable products that allow users to create their unique beauty routines.


Tatcha caters to the “luxury skincare” trend, offering high-end skincare products and embracing the idea of self-care and pampering.

Too Faced

Too Faced appeals to the “playful and whimsical” trend with its colorful and fun packaging, as well as makeup products inspired by sweets and desserts.

In a world where beauty is not just skin deep but an expression of individuality and values, these brands have become more than just makeup and skincare providers. These brands have successfully tapped into specific beauty trends that resonate with Gen-Z’s preferences and values, reflecting the diversity and evolving nature of beauty trends in the modern era.