How brands can align with Gen Z’s lifestyle-focused beauty trends in India via Retail Asia

Brands need to focus their communication on beauty maintenance routines, a growing trend on social media.

About 33% of Gen Z in India, aged 18 to 27, are prioritising lifestyle changes like healthy diets and better sleep over skincare products to address skin concerns, Mintel reported.

Factors like pollution (48%), poor sleep (46%), and stress (46%) are major influences on their appearance, whilst 26% also recognise the significant impact of hormones on their skin health.

Amongst those experiencing skin issues, acne remains the most common concern, affecting 61% of Gen Z respondents. Other prevalent issues include dark circles and eye bags (31%), chapped or cracked skin patches (31%), and blackheads (24%).

Acne tops the list of skin issues for Gen Z (61%), followed by dark circles and eye bags (31%), chapped or cracked skin patches (31%), and blackheads (24%). However, 23% struggle to choose the right skincare products, limiting their usage.

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