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EMARKETER

Gen Z Personal Care and Beauty Preferences 2025

Gen Z Champions Mobile-First Buying and Specialty Retail

Report by Paola Flores-Marquez  |  Oct 8, 2025
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Gen Z Personal Care and Beauty Preferences 2025: Gen Z Champions Mobile-First Buying and Specialty Retail
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About This Report
Gen Zers are avid personal care and beauty shoppers, and their habits often diverge from those of older consumers. While they shop in-store as much as non-Gen Zers, they're more likely to turn to digital channels for research and purchases. This report contrasts Gen Z behaviors with those of non-Gen Z shoppers across the personal care and beauty landscape.
Topics
Generation Z
Personal Care & Beauty
United States

This deck features data from our inaugural Pulse of the Consumer: Personal Care and Beauty Survey and covers:

  • How Gen Z’s shopping behaviors in personal care and beauty differ from those of other generations.
  • The role of social media, influencers, and advertising formats in driving product discovery and conversions.
  • What motivates Gen Z to buy—from free samples and loyalty rewards to the retailers and channels they trust most.

This deck can help you:

  • Develop commerce strategy (retailers, brands)
  • Develop media strategy (brands, agencies)
  • Showcase opportunities to customers (agencies)

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

authors

Paola Flores-Marquez

Contributors

Sky Canaves
Principal Analyst
Suzy Davidkhanian
VP, Content
Donte Gibson
Senior Charts Editor
Erika Huber
Director, Report Editing
Na Li
Director, Primary Research
Penelope Lin
Director, Data Visualization
Emma Noyes
Graphic Designer, Data Visualization
Jennifer Pearson
VP, Research
Heather Sprung
Senior Editor
Emman Velasco
Chart Editor
Ali Young
Senior Copy Editor and Manager of Content Operations
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