Luxury brands need to evolve to embrace Gen Z’s multifaceted approach to beauty and fashion

For Gen Z, the rise of social media has decentralized and democratized beauty. As an industry concept particular to this generation, beauty isn’t just about looks; it’s about what people do — and why. Beauty is purpose. It’s multifaceted and shaped by people’s interests — which are something close to infinite. Beauty is rooted in individuality and belonging — and not to just one thing, but to all of the communities encompassing Gen Z’s unique (and often hyper-specific) passions.