top of page
Writer's pictureTatum Tande

How Gen Z and Alpha Are Redefining the Standard for Small Beauty Brands

Updated: Dec 17, 2024

Generation Z (born 1997-2012) and Generation Alpha (post-2012) are not just reshaping the beauty industry—they’re setting the standards for its future. These generations have grown up in a world where social media, online shopping, and personalization dominate. For small beauty brands, this is a golden opportunity to connect with current and future audiences who value innovation, authenticity, and inclusivity.


Madison beer, a girl getting ready with a makeup tutorial for Vogue's youtube playlist, "Beauty Hacks"

Social Media: The Heart of Beauty Commerce

Social media platforms like TikTok, Instagram, Snapchat, and even Pinterest have become the epicenter of beauty shopping for Gen Z and Alpha. Vogue’s YouTube series "Beauty Secrets" exemplifies how combining entertainment with authentic product recommendations can drive sales. Tools like TikTok and Instagram Shop, alongside LTK streamline the purchasing process. According to a recent Statista report, 71% of Gen Z shoppers are likely to buy directly from Instagram, compared to 40% of all U.S. shoppers. Small businesses can emulate this approach by creating engaging, relatable videos featuring influencers or even their team members to showcase products. Viral trends, "Get Ready With Me" videos, and user reviews shape these generations’ buying decisions daily. For small brands, maintaining an active and genuine social media presence is a must to build loyalty.


Vogue's "Beauty Secrets" Playlist
LTK Shop: @TaylorBee showcases her go-to makeup with effortless product highlights and direct links

Interactive Shopping Experiences

Shopping for Gen Z and Alpha needs to be fun and functional. Augmented reality (AR) tools, like Charlotte Tilbury's "Magical Virtual Try-On," let users experiment virtually with makeup, boosting confidence and enhancing the experience. Their 1-to-1 Virtual Consultations also provide tailored beauty advice, blending personalization with convenience. Small beauty businesses can adopt similar tools, such as GlamAR, to offer virtual try-ons and elevate customer engagement. These technologies make shopping more interactive, turning curious browsers into loyal buyers.



CreatorIQ: Content Library for Ashley

AI: A Powerful Ally for Small Businesses

Artificial intelligence (AI) is revolutionizing the way small beauty businesses operate. Tools like CreatorIQ allow AI to consolidate influencer metrics across multiple social platforms, a process known as Influencer Vetting. You can also streamline collaborations, track campaign performance, and build meaningful partnerships that drive real results.


More platforms such as Salesforce Einstein which uses predictive analytics to forecast trends and identify high-value customers, enabling more targeted marketing. And Jasper AI streamline content creation, quickly producing high-quality product descriptions and posts. These tools allow small businesses to save time, optimize strategies, and compete effectively in a fast-moving industry.



two girls with makeup on modeling for beauty brands

The Role of Influencers and Authenticity

Influencer partnerships are critical for connecting with Gen Z and Alpha, but authenticity is non-negotiable. As influencer marketing becomes more dominant, these generations are becoming increasingly skilled at identifying inauthentic content, so collaborating with influencers who genuinely align with a brand’s ethos is essential.


Allocating 15-25% of the marketing budget to high-quality influencer partnerships is a strategic recommendation for small businesses. This range ensures a balanced investment, allowing brands to collaborate with influencers who drive genuine engagement without overspending. Smaller budgets can focus on niche or micro-influencers, who often provide stronger, more authentic connections with targeted audiences.


Comments


bottom of page