How Gen Z Beauty Influencers Are Rewriting the Rules for Brand Success
Gen Z beauty influencers have fundamentally reshaped the industry by prioritizing authenticity, social activism, and experimental creativity over the polished perfection that defined previous generations. These digital creators, born roughly between 1997 and 2012, command audiences in the millions and drive purchasing decisions worth billions, wielding influence that extends far beyond product recommendations into brand values, ingredient transparency, and inclusive shade ranges. Unlike millennial influencers who built followings on YouTube tutorials and Instagram feeds, Gen Z creators thrive on TikTok’s raw, unfiltered format, where…