Millennials had full-glam YouTube routines and signature products you stuck with for years. Gen X leaned into polished minimalism and dependable staples. But 2026 is the year Gen Z’s purchasing power fully lands, and beauty standards are shifting because of it. This generation treats beauty as flexible, social, and deeply personal. Routines evolve, products rotate, and perfection is no longer the goal.

Here is what beauty looks like through a Gen Z lens right now, layered with real, lived-in takes.

1. The return of iconic celebrity moments

Photos from Instagram/kyliecosmetics

There is genuine excitement around the possible return of peak-era celebrity beauty, including the original Kylie Jenner lip kits from Kylie Cosmetics. Not everything needs to be new. Sometimes Gen Z wants the nostalgia, but better executed and more intentional this time around.

2. Korean skincare is still the backbone

Photo from Instagram/laneige_ph

Multi-step routines never fully left. Korean skincare remains foundational because it prioritizes barrier care, hydration, and long-term skin health. Brands like Laneige and COSRX continue to influence how Gen Z thinks about skin before makeup.

3. Local (or SEA) brands are no longer “alternatives”

Photo from Instagram/colourette.cosmetics
Photo from Instagram/charlie.flmn

Filipino or regional beauty brands now stand confidently alongside global names. Colourette, Issy, BLK, and BYS are part of everyday routines, not just budget backups. Even newer, trend-forward brands like Dazzle Me show how fast regional beauty is evolving.

4. Full product lines are out

Photo from Instagram/vicecosmeticsph
Anya Taylor-Joy | Photo from Instagram/diorbeauty

Gone are the days of buying an entire range from one brand just because it matches. Gen Z cherry-picks. One product can be amazing while the rest are ignored. The focus is on finding what works, not committing out of loyalty.

5. Beauty has always been communal

Photo from Instagram/blkcosmeticsph

This is not new, just more visible now. Moms doing hair and makeup together, bridesmaids sharing lipsticks, friends borrowing blushes. Beauty has always been about connection, and Gen Z simply documents it more openly.

6. Imperfections are styled, not hidden

Niana Guerrero for Posh | Photos from Instagram/jakegalvez

Pimple patches are no longer something to hide. Coordinated, cute, sticker-like patches turn acne into an accessory instead of a flaw. Skin concerns are acknowledged without shame, and that shift is huge.

7. Heavy foundation is optional, not expected

Photo from Instagram/teviant

Unless it is intentional, full-coverage foundation is slowly being phased out. BB creams, skin tints, concealer-only bases, and visible texture feel more normal now. Pimples are no longer a crisis, just part of skin.

8. Wellness is the new glam

Working out and staying healthy is a flex. Pilates, long walks, and low-impact workouts are becoming part of beauty routines. The glow comes from movement as much as makeup, and it shows.

9. Beauty is designed for phones

Photo from Instagram/rhode

When Rhode released a lip treatment attached to a phone case, it made perfect sense. Rhode understood that beauty lives on phones now. Mirrors, shopping carts, and content studios are all in one device.

10. Small luxuries matter more than ever

Photo from Instagram/diorbeauty
Photo from Instagram/jomalonelondon

Luxury does not always mean bags or watches. Pouches, niche perfumes, and beautifully designed everyday items are growing in importance. A well-chosen scent or makeup bag feels just as rewarding and more personal.

Beauty according to Gen Z is not about chasing perfection or committing forever. It is about choice, flexibility, and finding joy in both big moments and small upgrades. Trends will keep changing, but the core remains the same: beauty that fits real life.

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KC Concepcion is on the cover of STYLISH Magazine right now. The actress, singer, jewelry designer, entrepreneur, and UN ambassador is back with a fresh perspective on how to take on the new phase of her business.

Read the Stylish Magazine November-December 2025 cover story here.

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