When it comes to self-care priorities, skin care is No. 1 for Gen Z consumers, according to a new study by Kyra Media. During the pandemic, consumers took more interest in learning what's in their favorite beauty care formulas. What are they buying? According to Kyra, the top five most popular brands are Dove, CeraVe, Nivea, Olay and Clean & Clear. The most popular products are cleansers and moisturizers, followed by face mask, SPF and toner. 

Other study findings:
• 1 in 5 add new products to their routines because they want to try something new with more than half of them paying close attention to what their skin needs and how it responds to their routine.
• 32% of respondents do not wear makeup and focus only on skin care.
• 75% purchased a skin care product within the past three months at the time of the survey.
• 24% use an average of three products in their skin care routine.


According to Kyra's Marina Mansour, Gen Z doesn't take a Eurocentric, stereotypical approach to beauty. Instead, it's all about trying something new—especially if it appears on TikTok.

“TikTok is the TV of 2021.…We have the most influential beauty voices in the world living and breathing on TikTok,” Mansour said. “That’s the place where we’re seeing trends being made and being challenged, where we’re seeing products and brands being made and challenged.”

Gen Z, like generations before them, likes to experiment with products and try new things. TikTok is their doorway to creativity: 86% said doing something creative helps them feel at ease. In fact, trying something new is the No. 1 reason why Gen Z purchases a beauty product. But for all of the experimentation, some things never change.

When the masks come off, once and for all, Mansour predicts that there will be a surge in lip gloss purchases.