Gen Zennials: A Micro Generation

Purchase and Beauty Behavior

Young consumers tend to be more invested in their hair and beauty and are heavier consumers of hair and beauty products. More than three quarters of Gen Z and Young Millennials are wearing their natural hair texture, including protective hairstyles.

Purchase Drivers, Brand Loyalty, and Attitudes

Although Young Millennials and Gen Z consumers spend more on hair and beauty products, they are also more likely to be price sensitive. More so than older consumers, more than one third of young consumers do not feel like they, and their skin tone or hair type, are adequately represented in the beauty industry. However, young consumers are typically comfortable in their own skin and believe that “Black is Beautiful” even if they feel society does not always agree.