The beauty industry is always changing, and it is hard to keep eye on all the new trends. But one group of people known as Gen Z plays a huge role in deciding what is cool and what is not. Born between the late 1990s and early 2010s, Gen Z is known for being tech-savvy, environmentally conscious, and eager to express themselves in unique ways. By 2025, Gen Z will have a bigger influence on everything from what kind of products we use to how we buy them. In this blog, we’ll look at 10 major beauty trends that Gen Z is likely to adopt in 2025. We’ll also introduce you to Aviva Beauty, a modern brand offering simple yet top-quality skincare and makeup solutions that fit perfectly with these emerging trends.

1. Sustainable Packaging

One of the biggest changes Gen Z wants to see in the beauty world is sustainable packaging. This means using materials that are kinder to the environment, like recycled plastic or paper, or containers that can be refilled. Gen Z shoppers care about reducing waste and want to make eco-friendly choices.

• Why It Matters: We only have one planet, and Gen Z knows this. They believe companies should do their part to keep the Earth clean.
• How Brands Respond: Brands that offer refillable bottles or use minimal plastic are more likely to gain Gen Z’s loyalty.

2. Minimalist Skincare

Gen Z appreciates a “less is more” attitude when it comes to skincare. Instead of buying a ton of different products, many are choosing to stick with just a few products that work really well. This idea is often called “skinimalism.”

• Why It Matters: Too many products can irritate the skin, and also it can get expensive.
• How Brands Respond: Companies create multi-use products that combine, for example, a serum and moisturizer in one. This cuts down on waste and saves time. Like Creme Skin Toner it is used as both cleanser and moisturiser. 

3. Inclusive Shade Ranges

Gen Z celebrates diversity and wants makeup and skincare options for everyone. This means more shades in foundations, more inclusive imagery in ads, and a variety of products that focus on different skin types and tones.

• Why It Matters: Not everyone has the same skin complexion or the same needs. Inclusive products let more people feel seen and respected.
• How Brands Respond: Brands are expanding shade ranges and offering custom shade-matching tools online.

4. Gender-Neutral Products

The line between “men’s” and “women’s” beauty items is quickly disappearing. Gen Z sees skincare, makeup, and other beauty products as universal. Brands that provide items for everyone, without placing them in “male” or “female” categories, are gaining popularity.

• Why It Matters: People want to pick products based on their needs, not their gender.
• How Brands Respond: They make packaging and marketing that appeal to all genders and use language that’s less about “for men” or “for women” and more about “for anyone.”

5. Tech-Driven Shopping Experiences

By 2025, Gen Z will continue to use technology to find and buy the best beauty products. Virtual try-on apps, online beauty advisors, and augmented reality filters will help customers decide what to purchase without even leaving their homes.

• Why It Matters: Busy lifestyles and online convenience mean shoppers want to see how a product looks on them using only a smartphone or laptop.
• How Brands Respond: More companies are offering apps or online tools that let you “try on” lipstick, eyeshadow, or even hairstyles digitally.

6. Clean and Transparent Ingredients

Gen Z likes to know exactly what’s in their skincare and makeup. They often look for “clean” labels, meaning fewer chemicals and more natural ingredients. Transparency is key; that means brands list what’s inside each product and why it’s there. Just like Aviva Beauty, At Aviva Beauty transparency is also considered as an important thing.

• Why It Matters: People want to avoid harmful chemicals, and they also want to reduce the chance of causing harm to the planet.
• How Brands Respond: Companies provide clear ingredient lists and even explain the source of each ingredient. Some also cut out ingredients like parabens and artificial fragrances like Aviva Beauty does.

7. DIY and At-Home Spa Sessions

Whether it’s face masks, hair treatments, or manicures, Gen Z loves the idea of turning their home into a mini-spa. This trend is partly driven by social media, where people share do-it-yourself (DIY) hacks for glowing skin or shiny hair.

• Why It Matters: Self-care at home is convenient and can be cheaper than visiting salons.
• How Brands Respond: They offer DIY kits, or they design products that can easily be used without professional help.

8. Ethical and Cruelty-Free Choices

Gen Z is big on ethics—this means no animal testing, no harmful labor practices, and no shady business deals. Beauty brands that show they care about workers and animals are more likely to win the trust of this generation. All products of Aviva Beauty are Cruelty-Free, Aviva Beauty supports “NO ANIMAL TESTING”

• Why It Matters: Younger consumers believe strongly in kindness and fairness. They’re willing to spend more on brands that share these values.
• How Brands Respond: They sign up for certifications (like Leaping Bunny for cruelty-free) and openly share how their products are made.

9. Bold Hair Colors and Styles

While Gen Z loves natural skincare and fuss-free routines, they also enjoy creative expressions, especially with hair color and styling. Bright, vivid shades—like pink, blue, or green—will continue to be popular. Short, shaved styles, or asymmetrical cuts might also trend.

• Why It Matters: Hair is an easy way to show off personality and try something bold without changing your entire wardrobe.
• How Brands Respond: They offer color-safe shampoos and conditioners that help maintain vibrant hues. Some brands also feature products designed to work with bleached or dyed hair.

10. Focus on Mental and Emotional Wellness

Finally, Gen Z believes that true beauty comes from feeling good inside. They show a growing interest in products and routines that promote mental well-being—like facial rollers, calming scents, or apps that encourage meditation.

• Why It Matters: Stress can affect skin quality, so taking care of your mental health can also improve your complexion.
• How Brands Respond: Some brands pair their products with soothing rituals or partner with mental health advocates to promote a more holistic lifestyle.

Where Aviva Beauty Fits In

Aviva Beauty stands out as a brand that praises and adopts these Gen Z values. From using eco-friendly packaging to offering cruelty-free products, Aviva Beauty aligns with the generation’s focus on simplicity, inclusivity, and caring for the planet. Whether you’re looking for gentle skincare or makeup in a variety of shades, Aviva’s commitment to clean ingredients and mindful production makes it a great choice for anyone who wants to stay on trend while also staying true to core values.

Getting Started with Gen Z Trends

If you’re excited to try out these trends, remember the key is to pick products and routines that feel right for you. Perhaps you’ll reduce your waste by choosing items in refillable packaging, or maybe you’ll try a bold new hair color with a color-safe shampoo.

Pro Tip: If you’re looking to explore new skincare items, Aviva Beauty might just be the best minimalist skincare brand to check out.

Conclusion

Gen Z is changing the beauty world by insisting on diversity, eco-friendliness, technology, and straightforward honesty from brands. These top 10 trends—from sustainable packaging to mental wellness—show that the future of beauty is about more than just looks. It’s about caring for the planet, including people of all backgrounds, and remembering that beauty should make you feel good, inside and out. If you’re keen to stay on-trend for 2025, keep these Gen Z preferences in mind and don’t forget to take a look at AvivaBeauty for products that match your style and values.