In this special report, Social Standards provides perspective on the beauty preferences of Gen Z consumers and how those have changed over the past year.

Notably, Gen Z consumers are over-indexed in conversations about a wide variety of cosmetics and formulations, with several related specifically to contouring or gel and liquid consistencies.

Many colors saw a huge increase in conversation volume at the beginning stages of the pandemic, such as sunset pink and sunset orange. Colors like these more than doubled in post volume from February to May of 2020; however, they have since decreased to below pre-pandemic levels. Colors that have seen significant growth in conversation volume since last year include lilac and mint green.

One of the most over-indexed qualities in Gen Z conversations was grunge. The 20th century aesthetic saw significant growth in conversation volume over the past year. Cosmetic brands that are both talked about by Gen Z consumers and involved in Grunge conversations include Jeffree Star Cosmetics, ColourPop and Revolution Beauty.