Unveiling the Unprecedented Influence of Gen Z on Chinese Beauty Trends

In recent years, Gen Z has emerged as a powerful force, reshaping cultural norms across various industries, including beauty in China. As this generation steps into the workforce and gains purchasing power, their preferences are challenging traditional beauty standards and influencing the market in significant ways. By 2025, China’s luxury beauty market is projected to surpass ¥100 billion ($14 billion USD), with Gen Z emerging as the most influential consumer segment (Statista).

This post explores how Gen Z is impacting beauty trends in China, highlighting their pursuit of authenticity, inclusivity, and sustainability. For brands, understanding the behaviors and preferences of China’s Gen Z is critical. Here’s how they are influencing the luxury beauty sector—and what companies must do to capture their attention.

Social Media and Digital Influence

China’s Gen Z, aged 10-25, comprises over 15% of the country’s population, representing a key consumer demographic. Unlike previous generations, they live in a digital-first world where social commerce dictates purchasing decisions. Platforms such as Rednote, Douyin (China’s TikTok), and WeChat Mini Programs are essential discovery and transaction channels. Gen Z influencers are becoming major trendsetters, influencing followers through engaging content and viral challenges.

Short-form videos showcasing makeup tutorials, skincare routines, and DIY beauty hacks dominate these platforms. This interaction fosters a culture of immediacy, where trends can emerge and evolve rapidly. For example, a viral TikTok challenge could lead to a sudden surge in popularity for a particular makeup technique, illustrating the dynamic nature of beauty consumption today.

 A Deloitte study found that 80% of Gen Z consumers rely on social media for brand discovery, and 70% make purchase decisions based on influencer recommendations. Luxury skincare brands such as Dior and Chanel have successfully expanded in China through social commerce-driven campaigns that resonate with Gen Z consumers.

Brands are tapping into this influence, partnering with popular creators to connect with their audience directly. The blend of entertainment and shopping makes the experience enjoyable for consumers, encouraging them to explore new products.

Preference for Online-First Shopping

Unlike older consumers, Gen Z primarily shops online, making e-commerce the dominant force in China’s luxury beauty market. Nearly 80% of all beauty sales in China occur through digital channels, particularly cross-border eCommerce platforms such as Tmall Global, JD Worldwide, and Rednote, 80% of beauty sales in China are generated online, making traditional brick-and-mortar experiences largely irrelevant for most brands entering the market (CBNData). Perfect Diary’s rise as a leading beauty brand was driven by its social media-driven eCommerce model rather than reliance on physical stores.

The Role of Technology in Beauty

Technology plays a crucial role in how Gen Z is influencing beauty trends in China. Innovations like augmented reality (AR) apps and virtual try-on features have changed the shopping experience.

Younger consumers enjoy testing products virtually before committing to a purchase. Brands that offer these technologies create an engaging user experience and foster loyalty among Gen Z buyers who appreciate seamless integrations of digital innovation. For instance, a prominent cosmetics company launched an AR feature that allows users to try out different lip colors instantly, enhancing both convenience and customer satisfaction.

Data analytics and consumer feedback are now essential in product development, enabling brands to quickly adapt to shifting trends preferred by this generation.

The Rise of Individuality

Gen Z places a strong emphasis on individuality. Unlike earlier generations that often accepted specific beauty ideals, this generation embraces personal expression.

Platforms like Douyin and Rednote allow young people to showcase their unique styles and creative looks. For example, a beauty influencer on Douyin may post a video showcasing a new trend that combines bold colors and unconventional techniques, inspiring followers to try something different.

Recognizing that beauty is personal, brands are responding by expanding their product lines to cater to various skin tones and aesthetics. For instance, a major Chinese skincare brand recently introduced a collection featuring 12 shades for different skin tones, reflecting the growing demand for personalized beauty products.

The Demand for Authenticity

Authenticity is a core value for Gen Z, greatly influencing their beauty choices. This generation seeks brands that reflect their values, focusing on transparency in everything from ingredient sourcing to marketing strategies.

In China, brands are beginning to adapt to these expectations. For example, a well-known local brand now lists all its ingredients on its website and provides detailed information on its ethical sourcing practices. The shift toward clean, cruelty-free, and vegan products is notable. Studies show that 67% of Gen Z consumers are willing to pay more for products from brands they perceive as authentic.

Beauty influencers who build genuine connections with their audience are gaining more traction than traditional celebrity endorsements. An influencer who shares their personal skincare journey and highlights the importance of relatable experiences shapes consumer perceptions of brand loyalty.

Inclusivity in Beauty

Gen Z champions inclusivity, actively seeking beauty products that represent a variety of identities. They push brands to expand offerings to accommodate different cultures, skin types, and gender identities.

As a result, numerous brands are creating gender-neutral products and marketing campaigns that reach a wider audience. For example, a popular Chinese brand recently launched a line of unisex skincare, featuring packaging that avoids gendered colors and themes. This initiative caters to the growing demand for products that celebrate diversity.

Such inclusivity not only appeals to a broader consumer base but also contributes to positive social change by promoting diverse representations in beauty advertising.

Sustainability as a Priority

Environmental concerns are prominent for Gen Z, who expect the beauty industry to take sustainability seriously. This generation was raised with increasing awareness of climate change, and many advocate for responsible consumerism.

The beauty industry is responding by adopting eco-friendly practices. For example, a notable skincare brand has introduced biodegradable packaging and has committed to reducing plastic use by 50% in the next two years. Products that emphasize sustainability are growing in popularity; a recent survey found that 75% of Gen Z consumers would choose brands based on their environmental initiatives.

In China, "green beauty" is becoming more mainstream as brands launch initiatives to minimize environmental impact. This shift not only resonates with Gen Z’s eco-conscious values but also encourages broader consumer awareness regarding sustainable purchases.

Cultural and Ethical Sensitivity

Gen Z seeks brands that align with their values, prioritizing sustainability, inclusivity, and cultural resonance over mere product quality. According to McKinsey, 60% of Chinese Gen Z consumers consider a brand’s commitment to sustainability before purchasing. Dior’s eco-friendly packaging initiative and Chanel’s use of traditional Chinese motifs in their limited-edition collections have gained significant traction among Gen Z consumers.

Embracing Change in the Beauty Landscape

The influence of Gen Z on beauty trends in China is substantial. Their focus on individuality, authenticity, inclusivity, sustainability, and technology is reshaping the market landscape. Gen Z is the first generation of fully digital-native luxury consumers. Brands must integrate influencer partnerships, livestreaming, and social selling into their strategies to stay relevant.

As Gen Z continues to assert its purchasing power, brands must adapt to their evolving expectations. This transformation offers the potential to create a more inclusive and responsible beauty industry, reflecting the diverse identities and values in contemporary society.

It is evident that the future of beauty will be remarkably influenced by Gen Z's bold and innovative approach. By focusing on authenticity and inclusivity, brands can stand out in a rapidly changing world. The ultimate takeaway is that true beauty is found in honoring the unique identities and values of this generation, paving the way for a more dynamic and equitable beauty industry.