THE GEN Z EFFECT
Unafraid to speak their minds, those born between the late 1990s and early 2010s, collectively known as Generation Z, have made themselves heard on many of today’s most pressing issues—poverty, housing, mental health, you name it. They have also applied that same outspoken and unapologetic attitude to the realm of beauty, where their commitment to freedom of expression and social causes have driven trends, pushed brands to relook their very essence—be it in terms of product development or advocating for issues such as inclusivity—and even redefined the very concept of beauty.
