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Natural is the new normal for younger US beauty shoppers

Forget masking imperfections under layers of foundation, concealer, highlighter and the likes; these days it’s all about looking for ways to keep skin in radiant health long term. While contouring techniques counted millions of followers not so long ago — especially among the young — new desires have emerged and the pandemic seems to have accelerated the trend. These days, the watchwords of cosmetics are authentic, natural, essential, reflecting a wider desire to embrace minimalist routines.

Skincare and clean beauty are having a moment

As a result, Gen Z, has got more in mind than (just) makeup. In fact, young people of approximately 13 to 26 years old see skincare as the Holy Grail of beauty routines. It’s now about nurturing and caring for skin, as the notion of health takes a growing place in the world of cosmetics. In fact, more than four in 10 Gen Zers (41%) polled put skincare as their top beauty category, according to [a study carried out by Klarna, the Sweden-based provider of online payment solutions.

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