Earlier this year, US-based Kyra Media, the Gen Z media consultancy, relaunched with new divisions, talent and brand partnerships. The company has released its first Gen Z State of Beauty Report, curated from 3500 respondents aged 13 to 25 in the US and the UK.

Skincare trumped other categories in the sought-after demographic’s preferences, especially cleansers. More than 75 per cent of respondents said they had bought a skincare product within the past three months.

Mascara was the number one go-to in the colour cosmetics category and the top three brands of choice were Maybelline New York, e.l.f and NYX.

Gen Z purchases were most influenced by recommendations on TikTok, followed by YouTube and Instagram. TikTok is the TV of 2021, said Marina Mansour, Head of Beauty Partnerships for Kyra Media. “That’s the place where we are seeing trends being made and challenged.”

Value is crucial in this age group because many are still economically dependent on their parents and/or still attend high school or university and rely on part-time jobs for extra income.

The top 10 skincare brands favoured by Gen Z in the survey were nearly all mass market and drugstore/pharmacy brands.

1) Dove

2) CeraVe

3) Nivea

4) Clean & Clear

5) Neutrogena

6) Olay

7) Simple

8) The Ordinary

9) E45

10) Clinique

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