Today’s consumers want to look flawless without filters. As digital beauty filters continue to dominate social media images, Gen Z users are pushing back with a more authentic definition of beauty.
Starting with the #nofilter movement that inspired countless hashtags and micro-trends, this self-affirming message is all about embracing yourself as you are. No more conventionally flattering filters, poses, lighting, and angles — just you and all your charming flaws.
But that doesn’t mean users don’t care about appearances. In one study of Gen Z social media users, 68% felt they wanted their posts to be as authentic and genuine as possible, but 52% still expressed that they wanted to make their posts look perfect.
Gen Z’s search for authenticity goes hand-in-hand with the need to feel confident in their own skin. To find that perfect balance, younger consumers look for effective skincare that targets their main skin concerns, including mattifying, skin perfecting, and defense for acne-prone skin.
