Generation Z, Gen Alpha, and Beauty Industry Trends in the USA

Community First and Social Media Second

In the American beauty sector, a community-first model is emerging with creators at the center. New product launches happen through real events that generate User Generated Content and sales, transforming physical retail into a medium, while e-commerce amplifies visibility and sales.
 

Strategy for Launching New Beauty Products in the USA

Gen Alpha demands credible skincare, not "babyish," and affordable prices: the case of Sincerely Yours at Sephora is the latest example of this shift. For those aiming to enter the US now: co-develop products with the community, form strong partnerships, and have a supply chain ready for rapid restocking.

Update of September 12, 2025

Beauty USA: The First Brand for Gen Alpha by Gen Alpha Debuts at Sephora

What Happened and Why It Matters

Three days ago, Sephora launched Sincerely Yours, a cosmetics brand for Generation Alpha co-founded by 15-year-old creator Salish Matter and her father Jordan Matter. The brand offers a skincare line safe for young skin with a very pop appeal.

The debut of Sincerely Yours is a real postcard from the future of Beauty in America:

• The community contributed to formulas and packaging: 30 teen advisors and a group of 60,000 active members during the brand's development.
• The brand did not use social media (and didn't even have it before August 30). The push came from a traditional messaging channel (e.g., WhatsApp) plus a last-minute announcement from the founders.
• The founders activated the community with a physical event that generated lots of user-generated content and organic PR, thus awareness and sampling in one go.
• Launch event numbers: 80,000 people in line from 4 AM, sold out in an hour, 20,000 samples distributed, 45,000 TikTok videos about the event, and 60,000 people on the restock waiting list.
• Distribution came into play afterward: Sephora's shelves and app are turning the wave of attention into stable demand.

What Changes for Italian Cosmetic Producers Looking at the United States?

First of all, the role of the creator. Here we're not talking about a simple ambassador: the community recognizes a face that personally leads the project, listens to feedback, and participates in formula and packaging choices. It's the difference between hiring an influencer and building a brand with a community. Result: very high attention on day one, user-generated content, and word of mouth that weighs more than an ad campaign.

Physical retail also changes roles. In the case of Sincerely Yours, the pop-up is a major media event that produces organic reach, UGC, and mass sampling in a few hours. Downstream, Sephora's inclusion makes discovery scalable: those who visit the pop-up find the product immediately on shelves and in the app. It's omnichannel seen from the right side: event to ignite attention, retail to convert, digital to sustain demand and manage restock.

Risks and What to Monitor

• Market longevity: the teen skincare category is lively but driven by discovery. The challenge for emerging brands is to convert new customer enthusiasm into loyalty
• Compliance and responsibility: transparent communication on age use and dermatological indications; attention to minors' privacy
• Supply chain: elasticity and quick restock windows are crucial

Update of March 24, 2025

The high-end American Beauty sector continues to show extraordinary resilience thanks to retail sales reaching $33.9 billion in 2024, marking a 7% growth compared to 2023. In comparison, mass market sales recorded only a 3% increase.

Which Categories Are Driving the Growth of the US Cosmetics Market?

• Fragrances: it was the fastest-growing category in 2024 based on sales, up 12%, and units sold, increasing by double digits. Today, perfumes represent 28% of premium beauty product sales.
• Skincare: while remaining a central segment in the beauty routine of American consumers, the skincare products segment recorded a modest +4%. Lip treatments and body care products are growing (more than those for the face).
• Makeup: records a +5% in sales. Lips were the most performing makeup segment of 2024 in the USA, with a 19% increase due to hybrid products that combine cosmetic functions with skincare benefits.
• Hair: this category grew by 9%. All segments benefited from the growth, especially styling and treatment. The trend of scalp care continues to gain ground.

Distribution dynamics are also interesting:

• E-commerce: maintains a crucial strategic position, consolidating its market share
• Physical retail: regains ground, confirming that Americans continue to value the direct experience in stores

An increasingly established trend driven by greater consumer awareness of health and environmental impact issues is the preference for clean and sustainable products.

[Source: Circana]

Update of September 6, 2024

The United States Has Surpassed China in the Beauty Sector

In 2023, the cosmetic sector registered a global value of $617 billion and this year is expected to reach $671 billion, with an annual growth of 9%. If we compare these data with those from 2018, it emerges that in the last 5 years, the beauty industry has grown by 19.9%: years in which, let's remember, there was a pandemic and the outbreak of at least two conflicts.

The United States tops the ranking and surpasses China: we're talking about a market worth $128.9 billion (2023) that could grow by 5% in 2024 alone, reaching $135.7 billion.

These are the main novelties of the American cosmetic products market:

• Distribution models. The US consumer has become the gravitational center of every successful distribution strategy: as a brand, you need to be present across different channels and base it on where your customer wants to shop.
• Market segments. The premium market recorded the third year of double-digit growth in 2023 (+14% over 2022) with $31.7 billion in sales. All segments are included: makeup, skincare, haircare, fragrances.
• Purchase behavior. 87% of cosmetic shoppers in the United States still prefer to shop at brick-and-mortar stores, and 80% of them go to specialized retailers.
• Online sales. Amazon is about to surpass Walmart as the largest beauty product retailer in the United States, covering 14.5% of the market. It has become the ideal stage for discovering new beauty products: 51% of consumers start their product search on Amazon, and 18% of buyers say they prefer shopping on Amazon. Thanks to Generation Z, even selling on TikTok in the American market has become more common. Launched in September 2023, today TikTok Shop is the perfect direct-to-consumer sales channel for independent beauty brands in the USA.

Update of March 15, 2024

How to Succeed in the Cosmetics Sector in the USA: The Rhode Skin by Hailey Bieber Case

The beauty industry in the United States has always been inclined to embrace technological innovations, from social media marketing to virtual reality. The growth of social commerce and the focus on user experience have contributed to transforming online shopping into a smooth and immersive experience, fostering greater brand loyalty.

The presence and effective use of social media have become essential for success in the cosmetic sector in the USA. Brands like Rhode Skin by Hailey Bieber have demonstrated the power of a targeted social media marketing strategy, selling out on e-commerce within hours of launching a new product.

3 Key Concepts for Selling Makeup in the USA

• Understand your brand and target: Hailey Bieber was able to identify her strengths and use them strategically. Clear communication of the brand's values allowed her to stand out from competitors in a highly competitive market
• Quality over quantity: Rhode fits into the slow beauty trend, highlighting a few high-quality products rather than offering a wide catalog. The initial launch included only three products, demonstrating the brand's commitment to sustainable and quality skincare
• Define the mission: the brand's origin stems from the founder's difficulty in finding skincare solutions that reflect her values. Rhode's core principles include simplicity, accessibility, authenticity, quality, and transparency. The brand revolves around female empowerment, made evident by the Rhode Future Foundation. According to Hailey, when a brand embraces a higher purpose, customers are more incentivized to purchase

Marketing Strategies and Social Presence for Success in the American Market

The marketing strategy adopted by Rhode Skin was crucial for its rapid rise in the American beauty industry. Leveraging Haley Bieber's popularity and collaborating with marketing and cosmetic experts, the brand strategically used social platforms, emphasizing not only the products but also the brand's values.

From the initial launch, the effectiveness of the copywriting was evident, as the use of words like "glazed," "juicy," and "hydrated" created a strong visual connection. The website design, color choice, and focus on images convey a sense of simplicity and cleanliness, in line with Rhode Skin's philosophy.

In a competitive market like the American one, where the influence of Generation Z is constantly increasing, creating integrated marketing campaigns is crucial, adopting a holistic approach that involves social media, e-commerce, traditional marketing, and physical initiatives. This allows maximizing the brand's visibility in the United States and capturing a broader audience, contributing to building a loyal customer base.

Originally published on October 23, 2023

Beauty Trends in 2023

After the sales decline due to the COVID-19 pandemic, the cosmetic industry in the United States is witnessing a revival and is expected to grow at a rate exceeding 3.5% annually until 2027.

Among consumers, however, new needs are emerging, and the growing influence of TikTok trends on Generation Z members is rapidly changing the needs of young Americans. For brands, this translates into new expectations to meet and the need to stay always up-to-date with trends that will shape the cosmetic industry landscape in the coming years.

What Are the Key Trends Changing the Cosmetic Market in the USA?

• Explosion of skincare: Generation Z spends a lot of time on skincare and can't do without it. 75% of young Americans say they have a well-defined daily routine, with CeraVe standing out as the favorite among consumers. Essential products include: moisturizer, sunscreen, and serum;
• Premiumization of the offer: after the pandemic, 28% of Americans say they use fewer beauty products, but there is a growing focus on quality ingredients, for which consumers are willing to spend more. Generation Z, in particular, does not judge a cosmetic product solely for its aesthetic impact but places greater emphasis on effectively improving skin features. For instance, a concealer is no longer just a means to cover imperfections but must also brighten, soothe, and plump the skin, reflecting the growing consumer preference for products that offer tangible and high-quality benefits;
• Sustainability across the board: it is no longer enough to limit oneself to designing sustainable packaging or using recycled materials; the pressures from young Americans now extend to the ingredients contained in the products. Many companies are tackling this challenge by introducing significant innovations, such as waterless cosmetics, ingredients sourced from nature, and implementing solutions like customer order customization and 3D printing to avoid inventory excesses;
• Product personalization: brands like L'Oréal and dozens of startups are investing in hyper-personalization solutions with the help of data science and artificial intelligence, to differentiate the offer and increase consumer loyalty. By analyzing the DNA and bacterial composition of the skin, these companies can offer personalized formulas for each customer's genetic makeup;
• Interest in AR and VR: new platforms of virtual and augmented reality are becoming pervasive even in the cosmetics world, with Estée Lauder being a success case. The cosmetic house recorded a conversion rate 2.5 times higher than the average after introducing the possibility for consumers to virtually try on makeup and lipsticks. This innovation not only helped improve the shopping experience but also generated an increase in customer loyalty;
• Use of TikTok: the social platform is used by 52% of Generation Z in the United States to search for new cosmetic products and is therefore an essential channel for brands that want to launch a new product, start a campaign, and leverage the possibility of going viral with their content.

2023 has established itself as a new chapter of the post-Covid era, where brands are called to respond to the changed needs of consumers. In this dynamic context, where values like transparency, innovation, and sustainability gain importance, brands have a unique opportunity to develop their products in sync with their target audience.

American Millennials and Gen Z, thanks to their digital propensity, are always at the center of the scene when it comes to changes, influencing entire markets

The US cosmetics sector has also been swept by the wave of inevitable innovation to meet their needs

Millennials, as digital pioneers, have different cosmetic concerns than their parents. They have known and lived in the pre-Internet era, but their biggest worry, growing up, has become digital stress from hyperconnection. At the same time though, the time spent online has stimulated their desire for information, experimentation with new trends, and sharing. The last aspect is of no little importance because among American Millennials, the concept of a "beauty secret" has disappeared, in favor of free sharing with partners, friends, relatives, and, not least, followers on social media.

This generation of young Americans is also more interested in quality over quantity and, having purchasing power, does not hesitate to spend more on a product if they believe it meets their needs.

Gen Z has confirmed the trends of Millennials and at the same time introduced revolutionary ones. Born and immersed in digital, they are even more informed and faster, though often less accurate, than the previous generation. They influence each other thanks to adherence to real but especially virtual communities, which are preferred because they are created based on passions and not economic background or education level. They have clear ideas and need treatments that work quickly, pushing cosmetic companies to work on product performance.

Representing about a quarter of the entire American population, Generation Z members are very influential in the US and global markets, and their priorities become, consequently, those of Italian companies that want to emerge in the USA. They are much more focused than their predecessors on the issue of inclusivity, so in America, companies experiment with campaigns aimed at introducing a range of colors suitable for all skin tones (see the case of Fenty Beauty), and it is thanks to them that products are increasingly genderless, carrying forward a goal already begun by Millennials.

Corporate Sustainability Is No Longer an Option for Cosmetic Brands in the USA

In recent years, interest in the environment and respect for all forms of life have become crucially important, and young Americans have boycotted in every way brands that did not meet sustainability requirements, moving towards a vegan and cruelty-free market.

The "Zero Waste" trend, which erupted between 2019 and 2020, has become a mantra even for beauty brands, responding to a need that is now impossible to ignore. The goal is to combine the need to avoid waste, especially in terms of packaging and wrapping, with not compromising quality and aesthetics. The US Gen Z is indeed very attentive also to the beauty of the packaging, so it can be "Instagrammable."

Many brands have therefore started relying on the principles of Sustainable Life Cycle Assessment, a procedure that allows evaluating the environmental and social impact of a product during its life cycle, leading American companies to produce not only packaging with recyclable materials but also refillable bottles. The refill can indeed represent a simple and concrete strategy to infinitely prolong the life of cosmetic containers, preventing them from becoming mere waste: by buying the product whole only once, subsequent refills can be done directly in-store or by purchasing the appropriate refills.

According to The LCA Centre, an independent center for studying packaging's environmental impact, buying a refill instead of a new product can save about 70% CO2, 65% energy, and 45% water, figures not to be underestimated in an industry like cosmetics that produces about 120 million packaging units annually. The solution is ideal for consumers loyal to a particular product, while it is more challenging for those who love to constantly change their cosmetics or who prefer convenience over environmental consciousness.

If for other product categories young Americans shop online, for cosmetics, 90% of them prefer purchases in physical stores

The main reason is the need to try the product, see its color, and feel its smell and texture, which is impossible to do online. In fact, despite the introduction of innovative AR technologies on many American brand e-shops, the gap between the online and offline product is too evident to trust; moreover, the in-store experience represents an important moment of socialization for those who spend most of their lives behind a screen.

The recent pandemic has also influenced changes in the cosmetic world. Gen Z is still very young, further from the Millennials from concerns about skin aging, but the prolonged stay at home has reduced makeup use in the daily routine in favor of greater concern for skin health. The use of the mask has also changed the cards on the table since its prolonged use has negative effects on the skin, causing redness, dryness, and increased impurities. To address the new problems that have arisen, the focus has shifted to skincare importance, with products capable of soothing, hydrating, and regenerating the skin.

A Perspective on the Makeup Sector in the United States of America and the Rare Beauty Case

Interest in makeup has not diminished; it has just changed form. With much of the face covered by personal protective equipment, the focus has shifted to the eyes, favoring the use of eyeshadows in vibrant and glittery colors, great allies against the sadness of the moment. As for facial skin, instead, super covering foundations and exaggerated contouring have given way to lighter and more luminous bases, aimed at enhancing one’s own facial features and not their upheaval.

In this context, the success of Selena Gomez's beauty brand Rare Beauty is not surprising because it testifies to the recent need for naturalness among makeup-addicted American consumers: the brand's mission is female empowerment through the enhancement of authentic beauty, highlighted by essential skincare products and lightweight makeup suitable for every skin shade.

Perfectly aligning with the current needs of the main American cosmetic product consumers, the brand embodies all the impulses of a consumption trend destined to supplant previous ones: the need to eliminate the need for perfection, to feel confident in oneself, to accept oneself by stopping comparing to others and appreciating one’s uniqueness.