August 30, 2024
Gen Z Beauty Brands - How Are They Generating Hype?.webp)
A few months ago, we were involved in developing the brand identity for a new US-based Supplements brand targeting Gen Z and Millennials. During our Discovery phase, we dove deep into understanding the relationship between these generations, not only in the Supplements space but also in adjacent categories such as the Beauty sector. What we found about Gen Z and what makes some brands more successful than others was very insightful to say the least.
As Gen Z gains purchasing power, it’s becoming clear which brands they’re all about …
In June, Rhode Skin launched their new pocket blush line, and Rare Beauty followed in July with the release of their Tinted Pressed Finishing Powder. The world has seemingly gone crazy for it. Never heard of them? Chances are you’re probably not Gen Z.
But what exactly makes a brand “Gen Z”? What do these successful brands have in common? Is it all about being trendy, or is there more to it?
A major factor in brand success is the power of celebrity backing, but it’s not just about any celebrity—it’s about finding the right one. When a brand is developed in conjunction with a celebrity, the path to success is often smoother, as the celebrity’s influence becomes deeply intertwined with the brand’s identity. Their personal values, image, and actions directly reflect on the brand itself. When selecting a celebrity ambassador, it’s crucial to ensure that they not only align with the brand’s aesthetic but also embody its core values and purpose. This alignment fosters a more authentic and cohesive brand narrative.
To choose the right celebrity, consider these questions: Does this celebrity genuinely resonate with our target audience? Do they share our brand’s values? Will their involvement enhance our brand’s message and purpose, or will it come across as forced? Understanding the connection between the celebrity and the brand is essential to creating a partnership that feels authentic and impactful.
Founded in 2022 by Hailey Bieber, Rhode Skin has quickly become a favourite among Gen Z. Hailey’s refined style and strong social media presence make her the perfect face for the brand - she doesn’t just represent Rhode Skin; she is Rhode Skin. Rhode Skin is all about simplicity, elegance, and clean beauty - qualities that Hailey naturally embodies.
And the name? “Rhode” is Hailey’s middle name (and her mom’s too), standing for a flower bud ready to blossom. This choice for a name adds a personal touch that makes the brand feel intimate and carefully selected, perfectly embodying the essence of growth and potential.
When Selena Gomez launched Rare Beauty in 2020, she didn’t just introduce another celebrity-backed beauty brand - she started a movement. Rare Beauty is about much more than makeup; it’s about challenging conventional beauty standards and embracing what makes each individual unique.
The brand’s name, “Rare,” was inspired by Selena’s song of the same title, which focuses on self-love and recognising one’s own worth.
Rhode Skin’s packaging is a direct reflection of the brand’s clear purpose. It’s minimalist and elegant, featuring sleek, soft-touch materials in neutral tones like beige and light grey. This design isn’t merely about aesthetics; it embodies the brand’s commitment to clean beauty by avoiding excess and focusing on essentials. Rhode Skin's packaging appeals to Gen Z’s preference for sustainable design that feels luxurious yet accessible, aligning perfectly with the brand’s philosophy of simplicity and intentionality. Beyond just appearance, Rhode Skin’s purpose is rooted in promoting a ‘less is more’ approach to beauty, encouraging consumers to prioritise quality over quantity. By emphasising clean, functional products that enhance natural beauty, Rhode Skin champions a message of self-confidence and mindful self-care, staying true to its mission of fostering a modern, clutter-free lifestyle.
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Selena's vision is deeply personal, shaped by significant challenges with her health and self-image. She battles lupus, an autoimmune disease where her immune system attacks her own tissues and organs, leading to chronic fatigue, weight fluctuations, severe joint pain, frequent fevers, kidney damage, heart issues, and unpredictable flare-ups. These challenges have profoundly impacted her daily life and career. The physical effects of lupus have been severe, requiring Selena to undergo chemotherapy in 2014 and a life-saving kidney transplant in 2017. Beyond the physical toll, lupus has also taken a toll on her mental health, leading to anxiety and depression as she navigates the pressures of both her health and public life.
These personal experiences have profoundly shaped Selena’s perspective on beauty and inspired the mission behind Rare Beauty. She created a brand that not only offers high-quality products but also promotes self-compassion and resilience. Rare Beauty is about redefining beauty standards by encouraging people to embrace their imperfections and find strength in their vulnerabilities.
For Gen Z, authenticity isn’t optional - it’s a must. They can spot inauthenticity from a mile away and will call it out in a heartbeat. They’re drawn to brands that are aspirational, consistent, and true to themselves.
Hailey’s Instagram is a visual extension of her personal brand - polished, stylish, and always on-point. Her followers are drawn to her aspirational aesthetic, and they keep coming back for more because they know what to expect: high-quality, consistent content that reflects her life in the spotlight.
Even though Hailey doesn’t often share unfiltered, off-the-cuff content, her authenticity shines through in how she consistently stays true to her brand identity. Her followers appreciate this, finding her relatable in a way that’s more about consistency and less about being unfiltered.
Hailey Bieber’s image is the product of deliberate curation. Her style, makeup, and even the way she is photographed are all meticulously planned to create an editorial, high-fashion look. This level of curation is attractive because it represents an idealised version of reality. The editorial nature of her image - clean lines, high fashion, and often a minimalist aesthetic - speaks to a sense of sophistication and exclusivity. This is appealing because it taps into aspirational desires; people are drawn to what is perceived as elevated or superior.
What sets Selena Gomez apart from many other celebrities is her willingness to be vulnerable and share her personal struggles. Whether she’s talking about her battle with lupus, her experiences with anxiety and depression, or the challenges of living in the public eye, Selena doesn’t shy away from difficult topics. This genuine vulnerability creates a deep sense of trust and relatability among her followers.
Selena’s message is clear: beauty isn’t about perfection, it’s about embracing who you are, flaws and all. She uses her platform to empower her audience, particularly young women, by promoting self-love, acceptance, and mental health awareness. This messaging is consistent across both her personal social media and Rare Beauty’s channels, making it a core part of the brand’s identity.
While Selena shares polished, professional photos related to her work, music, or Rare Beauty, she also balances this with more candid, unfiltered moments. This mix of content allows her to maintain her celebrity allure while still appearing down-to-earth and relatable. Her audience appreciates this balance, as it shows that while she is a global celebrity, she is also someone who values authenticity and simplicity.
Because Hailey understands her audience so well, she ensures that even the smallest details, like the design of the lip treatment case, align with Rhode Skin’s minimalist and functional ethos. The sleek, soft-touch case isn’t just about holding a product; it’s a fashion statement in itself. Designed with a compact form that easily fits into any lifestyle, it mirrors the brand’s clean aesthetic with its elegant, fitting tones and secure, easy-to-open mechanism. When the case was first revealed, it went viral almost instantly, sparking a massive buzz on social media. Influencers and fans alike couldn’t get enough, sharing unboxing videos and aesthetic shots that drove the hype to new heights. This thoughtful design not only enhances the user experience but also reinforces Rhode Skin’s commitment to blending luxury with everyday functionality, making it a must-have accessory for the Gen Z crowd.
That’s why Rhode Beauty has resonated so strongly - Hailey Bieber is sharing a lifestyle that speaks directly to Gen Z. In a world where trends come and go in the blink of an eye, it’s this connection, that keeps a brand relevant. Rhode Beauty is selling an experience, a feeling, a piece of the Hailey Bieber magic. And that’s something Gen Z can’t get enough of.
One of the most distinctive features of Rare Beauty is its commitment to inclusivity and accessibility. Selena has been deeply involved in ensuring that the brand’s products are designed for everyone. Each product features unique, easy-to-use components, like rounded, ergonomic shapes that are not only aesthetically pleasing but also functional for people with mobility challenges. This thoughtful design approach is directly influenced by Selena’s own experiences with lupus, which sometimes causes her to shake due to medication.
For instance, the liquid blush packaging was specifically created to be easy to open and use, even for those with limited hand mobility. This kind of attention to detail is not just a marketing strategy - it’s a reflection of Rare Beauty’s core values. The brand’s commitment to making beauty accessible to everyone, regardless of physical ability, resonates deeply with its audience.
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Hailey might not engage in lengthy conversations on social media, but she tells her story through her images. Each post is a piece of the larger narrative she’s creating, from her fashion choices to moments with her husband, Justin Bieber. This visual storytelling helps her followers feel connected, even if it’s more about the visuals than the words.
Rhode’s Instagram (with 2.1 million followers) takes a similar approach - showcasing products through clean, aesthetically pleasing content, influencer collaborations, and behind-the-scenes glimpses of the brand’s journey. It mirrors the sleek, minimalist vibe of Hailey’s personal Instagram (with 53 million followers), but with a broader, more inclusive appeal.
On TikTok, where Rhode has nearly 1 million followers, the brand taps into Gen Z’s love for trends and creativity. By featuring user-generated content, skincare routines, and tutorials, Rhode is building a strong, engaged community. Hailey’s personal TikTok (13.2 million followers) also adds to the brand’s relatability, with her sharing candid moments and beauty tips directly with her fans.
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Rare Beauty’s success is closely tied to its strong presence on social media, where it has cultivated a loyal and engaged community. The brand has 7.6 million followers on Instagram and 4 million on TikTok, where it connects with its audience through a mix of tutorials, user-generated content, and campaigns that promote self-acceptance. Rare Beauty’s social media strategy is all about fostering a positive, inclusive space where people feel seen and valued.
One of the ways Rare Beauty engages with its audience is by highlighting real people and their stories. The brand frequently shares content from its followers, showcasing how they use the products and what Rare Beauty means to them. This user-generated content is powerful because it builds a sense of community and makes the brand feel more approachable and relatable.
Selena Gomez’s personal social media presence is also a crucial factor in Rare Beauty’s success. With around 425 million followers on Instagram, she’s the most-followed female on the platform in the world. Selena’s transparency about her health struggles, mental health, and the pressures of fame has made her incredibly relatable to her audience. This openness has created a deep sense of trust and loyalty among her followers, who see her not just as a celebrity but as someone who genuinely cares about making a difference.
Selena often uses her platform to share personal stories and encourage conversations around mental health, self-love, and empowerment—core themes that are reflected in Rare Beauty’s messaging. Her posts about makeup-free days, the importance of self-care, and the journey of embracing imperfections resonate deeply with her followers. This kind of content isn’t just about promoting products; it’s about building a meaningful connection with her audience.
Selena also engages with her audience in meaningful ways, whether through Instagram Lives, Q&A sessions, heartfelt captions, or positive affirmations. She’s not just broadcasting her life; she’s inviting her followers into a conversation. This two-way communication strengthens the bond with her audience, making them feel heard and valued. This approach mirrors the ethos of Rare Beauty, where the brand goes beyond conventional marketing to foster genuine connections. By creating interactive and relatable content, Rare Beauty reflects Selena’s personal commitment to engaging with her audience on a deeper level, enhancing the brand’s resonance and impact.
In the past years, nearly every Gen Z celebrity-backed brand has carved out its own niche and achieved notable success. What distinguishes these brands is their distinct identity, intricately linked to their celebrity founders. Whether it’s Hailey Bieber’s Rhode Skin, Selena Gomez’s Rare Beauty, Kylie Jenner’s Kylie Cosmetics, or Millie Bobby Brown’s Florence by Mills, each brand resonates with its target audience through a unique and consistent narrative. This alignment between the brand and its celebrity ambassador not only fosters a strong personal connection but also provides a competitive edge in an increasingly crowded market. This strategic coherence is key to standing out and thriving amidst the saturation.
After analysing these brands and others in the market, here’s a recap of the 5 essential strategies for capturing the eye, heart, and wallet of Gen Z.
Partner with celebrities who resonate deeply with your target audience. It's not just about star power; the celebrity should embody the brand’s ethos and connect with Gen Z on a personal level.
Create a distinctive brand identity that integrates core values and resonates deeply with your target audience, like Rhode Skin’s aspirational approach or Rare Beauty’s commitment to inclusivity and self-acceptance.
Gen Z values brands that are genuine and transparent. They gravitate towards companies that stay true to their core values and present themselves with honesty. Authenticity builds trust and fosters loyalty.
Use engaging and aspirational visuals to tell your brand’s story, including packaging design. High-quality, consistent imagery that aligns with your brand identity can create a compelling narrative that attracts and retains Gen Z consumers.
Create a sense of community through interactive social media presence. Engage with your audience through meaningful conversations, user-generated content, and inclusive campaigns to build a strong, engaged community around your brand.
So, is trendiness the ultimate driving factor? Not really. While being on-trend is essential for boosting a brand's visibility, it’s the deeper values and connections that truly resonate with Gen Z. For them, it’s about being heard, being understood, and being part of something bigger than themselves.
In the end, the brands that understand and embody these values are the ones generating real hype - and achieving lasting success.
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