Who are the beauty icons of the Gen Z

Born between the late 90s and the first decade of the 2000s, Generation Z is now the largest generation on the planet: always connected, attentive to the environment and interested in gender inclusion and fluidity, in fact establishing itself as one of the most influential consumer classes in the beauty industry. Always ready to discover new brands and trends, their concept of beauty, in fact, embraces a positive lifestyle, so much so that the different products are asked for something more than their effectiveness: Gen Z is undoubtedly more sensitive to ethical content. of what it buys, demanding formulas with natural ingredients, cruelty free, and packaging with sustainable materials; they are also less focused on imperfections and defects, but decidedly more interested in self-acceptance and in the enhancement of the authentic and natural beauty that characterizes each of us.

So, who are their beauty role models? Let's forget Bella and Gigi Hadid, Emily Ratajkowski, Alexa Chung, Kendall Jenner and Cara Delevingne, the beauty icons of the Millennials; to dictate the beauty rules of Generation Z are those who have reviewed the classic concept of beauty and trend like Billie Eilish, Willow Smith, Maisie Williams, Alice Pagani, Benedetta Porcaroli, Kiernan Shipka and Millie Bobby Brown.

And how couldn't we mention Hunter Schafer, Zendaya and Barbie Ferreira from Euphoria, the iconic TV series of this generation? Their beauty looks both on screen and in real life reflect the facets of their personality, through braids, mullets, hairstyle changes, glitter, natural make-up and hair in pop shades.

Can we therefore say that there has been a change of perspective compared to previous generations? Absolutely yes! The Gen Z philosophy seems to be less oriented towards perfection and shows that it seeks a more natural prevention against the signs of aging. Their routine follows the trend of skinimalism: essential but effective, easy and fast, they prefer natural, functional and vegan skincare products. Also with regard to make-up, the watchword is multitasking: the very young prefer all-over products that can be applied to eyes, cheeks and lips at the same time, banishing everything that would "cover" their defects and their natural appearance. beauty.

Are you ready? nss G-Club has collected the 20 must-have beauty products of Generation Z in a mini shopping guide.