In this two-part series, CosmeticsDesign interviews three Gen Z cosmetics and beauty brand leaders who have built platforms to grow trust, foster inclusivity and value diversity among their target consumer demographic.
The beauty and personal care category must start upgrading and innovating formulas and products to empower consumers to take shorter, colder showers – drawing inspiration from hospitals, beer brands and more, says a senior futurologist.
Shaved heads, no eyebrows and messy makeup are some of the latest visuals popping up in beauty as Generation Z emerge from the COVID-19 pandemic looking to flip the lid on dated, traditional narratives.
![Industry is going to have to turn showering on its head with new ways of washing, smart product concepts and more [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2022/11/15/beauty-environment-trends-to-see-cold-showers-rise-so-industry-needs-to-innovate-says-hint-futurology-founder/15944933-11-eng-GB/Beauty-environment-trends-to-see-cold-showers-rise-so-industry-needs-to-innovate-says-Hint-Futurology-founder.jpg)
![The COVID-19 crisis has fuelled important shifts among Gen Z beauty consumers around gender, image and mental health [Getty Images]](/var/wrbm_gb_food_pharma/storage/images/_aliases/news_teaser_medium/publications/cosmetics/cosmeticsdesign-europe.com/article/2022/08/25/beauty-trends-gen-z-post-covid-show-unconventional-gender-fluid-escapism-important-says-verve/15710946-1-eng-GB/Beauty-trends-Gen-Z-post-COVID-show-unconventional-gender-fluid-escapism-important-says-Verve.jpg)
