Latest Mintel research reveals that 33% of Gen Z aged 18-27 in India are increasingly prioritising lifestyle changes (e.g. healthy diet, maintaining proper sleep patterns) over skincare products to manage their skin concerns. Factors such as pollution (48%), poor sleep (46%), and stress (46%) are recognised as major influences on their appearance. Notably, 26% of Gen Z also acknowledge the significant impact of hormones on their skin.
Among the Indian Gen Z who reported having skin issues, concerns such as acne (61%), dark circles under the eyes/eye bags (31%), chapped/cracked patches on skin (31%), and blackheads (24%) are the more prevalent issues that they encounter.
Despite their interest in skincare, 23% of Gen Z find it challenging to select the right products, leading to limited usage. The report suggests that brands have a unique opportunity to guide this demographic towards effective regimens that integrate holistic approaches, particularly in their evening routines.
While morning routines are a staple for Gen Z, with 79% spending at least 15 minutes on beauty and grooming activities at the start of their day, there’s also a noticeable trend towards evening (typically after returning from school/work) and nighttime (before sleeping) beauty rituals. According to Mintel research, 24% and 25% of Gen Z allocate more than 15 minutes to these routines, respectively.
“It is important for brands to pivot their communication towards beauty maintenance routines, a trend that has gained popularity on social media (e.g. ‘GRWM skincare’ vlogs). These routines encompass a wide range of habits, from daily to monthly recommendations, reflecting consumers’ expanded approach to holistic beauty. This strategy can resonate with Gen Z, who seek more than just basic skincare,” said Twinkle Behl, Beauty and Personal Care Analyst, Mintel Reports India.
“Considering the time spent on routines throughout the day, brands can also promote fast-acting products that will best align with morning routines, and leverage social media to communicate the significance of adopting an elaborate evening routine,” she added.
Gen Z women’s strong inclination towards self-expression
For Gen Z women, appearance is paramount, with 76% agreeing that maintaining their appearance is a key priority. They also believe that inconsistent beauty routines affect their overall appearance (25%) and that staying updated on the latest beauty trends is essential (27%).
Despite the importance they place on appearance, their actual makeup usage remains limited, with 33% using it once a week compared to 21% who use it daily. Furthermore, 29% of Gen Z women believe it is important for beauty products to reflect their personal style.
“This presents a significant opportunity for colour cosmetic brands to create products that allow these young women to experiment with various colours and styles, thereby enhancing their makeup usage and enabling them to express their unique identities,” Behl said.
Addressing acne concerns for Gen Z men
Acne is a prominent concern among Gen Z men in India. Over half (55%) reported acne concerns in the past year, but 26% admitted to using skincare products sporadically – rather than maintaining a consistent routine. Additionally, while anti-acne claims in men’s skincare products are becoming more common, they still lag behind other claims. For instance, anti-acne claims account for 27% of launches between May 2023 to April 2024, compared to 43% for moisturising and 30% for brightening, according to Mintel Global New Products Database (GNPD).
“There is an opportunity for brands to offer tailored, affordable, and easy-to-use anti-acne solutions for Gen Z men. They can also educate Gen Z men on the importance of consistent skincare routines and address factors like pollution and hormonal imbalances that can impact acne. Emphasising multifunctional products that provide value and convenience will further enhance engagement and adoption among Gen Z men,” said Behl.
“Gen Z men dedicate time to beauty and grooming routines in the evenings (28%) and at night (23%), which is 5% and 8% higher, respectively, compared to men from other generations. Brands can leverage this behaviour to direct acne care communication towards evening and night routines for Gen Z men.”