Gen Z Spends More on Skincare Than Any Other Age Group

Makeup and hair care products can be lovely items, but Gen Z is a real skincare lover. According to a new study from Klarna, this age group consumes skin products the most, surpassing even the generations that precede it.

The study, which was conducted based on interviews with over 15,000 consumers, shows a great change in the behavior of this generation and points out their concern in taking care of the health and beauty of their skin. In the study, 41.4 percent of respondents stated that skin care products are their top beauty item category. "The younger generations of shoppers are getting on this train of health and skincare awareness," revealed Michela Griffin, Klarna's beauty and accessories trade leader to WWD.

Griffin also revealed that she believes that this concept, which she calls “conscious buying," could potentially last another 10 years.

Of course, this doesn't mean that Gen Z has abandoned the use of makeup. Just look at TikTok where a network of users are sharing creative tutorials and new techniques on how to use products. According to the publication, the study also reveals that among makeup items, the favorites of the new generation are the bright eye palettes.

Check out Klarna's list of Gen Z's most desired beauty items below:

1. Versed on the Rise Firming Serum

2. Revolution Skincare Rosehip Seed Oil Essence Spray

3. Kylie Skin Holiday Skin Care Set

4. Glow Recipe Watermelon Glow Niacinamide Dew Drops

5. Tatcha The Dewy Serum Resurfacing Plumping Treatment

6. Beautycounter Tint Skin Hydrating Foundation

7. MAC Cosmetics Frosted Firework Extra Dimension Skinfinish

8. Bio-Oil Multiuse Skincare Oil

9. Becca Weightless Blur Foundation

10. Kiehls Avocado Nourishing Hydrating Mask