Today's Edition
Mays Ibrahim (ABU DHABI)
Gen Z will account for 22% of the GCC population and 30% of its workforce by 2030, according to new research, and their impact on the region's beauty industry is poised to be significant.
These findings are detailed in the study "Gen Z's Skincare Evolution in GCC: Unfiltered", conducted by Chalhoub Group in collaboration with Meta, which explored the evolving skincare behaviour of Gen Z consumers in the GCC.
With insights from consumer surveys polling 3,600 respondents in the UAE and KSA, the study revealed that the spending on personal care by consumers under the age of 30 is projected to increase by up to 1.6 times in 2030, compared to 2022 levels.
According to the study, Gen Z consumers placed beauty shopping as their second-largest spending category, right after fashion.
"40% of respondents included beauty in their top three categories of spending. This sets them apart from other generations, who prioritise categories such as international travel, entertainment and dining out," it stated.
This shopping trend among Gen Z is primarily driven by skincare, cited as the top reason for beauty purchases by 60% of respondents.
Gen Z in the GCC also demonstrated a growing confidence in their knowledge of skincare ingredients and innovations.
Although 91% of consumers claimed to be well-informed or fully up-to-date on skincare trends, nearly half (44%) of respondents still occasionally sought expert advice when choosing the right products.
Gen Z's beauty ideals are also shifting, according to the study.
Unlike Millennials, who prioritised makeup to achieve a smooth base, Gen Z is moving towards a "skin-first" philosophy that emphasises natural, healthy-looking skin, the study showed.
Reducing wrinkles and fine lines ranks as the top skincare goal for 35% of Gen Z, followed by concerns over stretch marks (34%) and body hygiene (32%).
Trust and authenticity are crucial factors for consumers from this generation, with 83% of Gen Z prioritising brands that are transparent and credible, while 69% seek brands that are on-trend.
The study pointed out that social media plays a vital role in shaping Gen Z's skincare journey.
"Although industry experts and consumers alike might assume TikTok dominates due to its rapid growth and leading position in monthly active users (MAU) in the GCC, Instagram remains the dominant platform for Gen Z beauty consumers across their entire skincare journey," it stated.
According to the study, 91% of female Gen Z consumers use Instagram during their skincare journey, outpacing YouTube at 84% and TikTok at 83%.
