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

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.

Whilst morning beauty routines are a staple for Gen Z, with 79% dedicating at least 15 minutes to beauty and grooming activities, there is a noticeable trend toward evening and nighttime rituals as well. 

According to the Mintel study, 24% of Gen Z allocate more than 15 minutes to evening routines, and 25% do so for nighttime rituals.

“It is important for brands to pivot their communication towards beauty maintenance routines, a trend that has gained popularity on social media (e.g. ‘GRWM skincare’ vlogs),” said Twinkle Behl, Beauty and Personal Care Analyst, Mintel Reports India.

“These routines encompass a wide range of habits, from daily to monthly recommendations, reflecting consumers’ expanded approach to holistic beauty. This strategy can resonate with Gen Z, who seek more than just basic skincare, she added.

For Gen Z women, maintaining their appearance is a top priority, with 76% agreeing that it is essential. However, despite this emphasis, actual makeup usage among this group remains limited. Only 33% use makeup once a week, whilst 21% wear it daily. Additionally, 29% believe that beauty products should reflect their personal style.

"This presents a significant opportunity for color cosmetics brands to develop products that allow Gen Z women to experiment with various colors and styles, enhancing makeup usage and enabling them to express their unique identities," Behl said.

Meanwhile, Acne remains a prominent concern among Gen Z men, with over half (55%) reporting issues in the past year. However, 26% admitted to using skincare products sporadically rather than maintaining a consistent routine. Although anti-acne claims in men's skincare products are becoming more common, they still trail behind other claims such as moisturizing (43%) and brightening (30%).

Behl highlighted an opportunity for brands to offer tailored, affordable, and easy-to-use anti-acne solutions for Gen Z men, emphasising the importance of consistent skincare routines.

“Brands can leverage this behaviour to direct acne care communication towards evening and night routines for Gen Z men,” she said.