A range of new Gen Z beauty products, brands and campaigns are being created expressly for a new generation to challenge conventional beauty, gender, identity and self-expression, as well as the use of clean, ethical ingredients. Favorite Millennial brands are now creating offshoots and sister brands like Tarte’s Sugar Rush, Forever 21’s Riley Rose and Shiseido’s Posme, which was actually created in collaboration with high-school girls, underlining the fact that Gen Z consumers want to have a hand in creating the products they want to consume.

Gen Z consumers are also passionately supporting products with non-toxic formulas and cause-driven missions—like C’est Moi and its support of the empowering Step Up Women’s Network. One of the most quintessentially Gen Z beauty products of all is Fluff’s cruelty-free Bronzing Powder, which is packaged in a reflective, selfie-friendly compact case.



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