Millennials and Gen Z in front of the mirror: what changes in make-up?

You’ve probably encountered one of those videos comparing the make-up hacks of Millennials and Gen Z. Influencers and self-proclaimed experts remind me that eyeshadow and mascara are dead, and that I should avoid smiling and blending blush directly on the roundest part of my cheeks, but instead, apply it higher on the cheekbones or even blend it toward the temples for a lifted effect. Being part of the generation born between 1981 and 1996, and having started wearing makeup only around my twenties, almost skipping the experimental phase of adolescence, you can probably sense my embarrassment when faced with someone who grew up online, watching beauty tutorials, and learning every secret about products and techniques. I use a few cosmetics, always the same ones, including foundation, another major item that now seems banned. I watch videos of sixteen-year-olds or thereabouts who, with concealer and blush, create a beautiful look and feel a bit envious. I try to learn, keeping in mind that what works on a very young face often doesn’t suit those of a different age. And I’m not shocked if Gen Z demolishes every beauty certainty I have, from side-parted hair to the YSL Touche Éclat highlighter. Different generations. Different times. Different influences and experiences. Or maybe there’s something in common?

Gen Z vs. Millennial: Common Ground in Make-up

In recent years, the world of make-up has undergone profound transformations, with Gen Z and Millennials pointing the way forward. Although these two groups have different characteristics and habits, they share many passions and beauty trends, from a greater focus on sustainability and inclusivity to a preference for a more natural aesthetic and no-make-up make-up, based on glowing, well-cared-for skin, the use of light products, and fresh, low-key looks. Let’s look at some other things these two generations have in common when it comes to make-up.

Focus on Inclusivity and Diversity

Rihanna leads the way. Since she launched Fenty Beauty with 40 shades of foundation, showing that the beauty industry could do more, diversity and inclusivity have become non-negotiable goals, with no generational distinctions. Now, every brand knows that if it wants to succeed and receive good reviews, it must offer multiple choices that cater to the needs of both potential and real customers. Greater inclusivity means breaking down gender stereotypes in beauty, with an increasing demand for products that are suitable for all, genderless, regardless of gender identity.

Make-up and Skincare Go Hand-in-Hand

No matter when we were born, we’ve all learned how important it is to take care of our skin, keeping the skin barrier healthy. So, both Gen Z and Millennials are looking for beneficial ingredients in make-up formulations, such as hyaluronic acid, vitamin C, and niacinamide, with an increasing demand for hybrid products that blend skincare and make-up.

Minimalism and Natural Looks

No. The clean girl is not dead. She has simply evolved, adapting to the times and occasionally indulging in a bit of maximalism. No-make-up make-up, dewy skin, satin skin, soap nails or demi method make-up—where the makeup is there but barely visible, allowing a more natural beauty to shine through with lightweight products that enhance the skin without fully covering it—are trends loved by both Gen Z and Millennials.

Ethical and Sustainable Brands

This applies to fashion and the beauty industry. Environmental and ethical awareness has increased, leading both Millennials and Gen Z to prefer buying from brands that adopt eco-friendly practices, are cruelty-free, and use natural ingredients and recyclable packaging.

Gen Z vs. Millennial: Differences in Make-up

Gen Z and Millennials share an innovative and conscious approach to make-up, but many elements differentiate these two generations. Every day, the list of beauty trends and cosmetics that Gen Z deems uncool grows, forcing Millennials worldwide to do some serious soul-searching and clean out their make-up bags and bathroom drawers. Goodbye eyeshadow, goodbye mascara, goodbye eyeliner, goodbye foundation. Everything is faster, more dynamic, and constantly evolving. Trends last as long as a TikTok video. One day, minimalist make-up works, and the next day, the charm of lip combo, face gems, and bright colors is rediscovered. Let’s look at the main differences between Generation Z (born between 1997 and 2012) and Millennials (born between 1981 and 1996).  

Perfection vs. Expression

Millennials grew up with the ideal of impeccable make-up, which served to hide and correct, to enhance beauty. Perfection, however, is not the goal for Gen Z. At least, not the main one. Sculpted contouring, perfect brows, thick and well-groomed, and matte, full-coverage bases, which those born a decade earlier learned to create thanks to YouTube tutorials and the Kardashian sisters, are not on their list of trends to chase. Gen Z prefers a more experimental and inclusive approach, which embodies a means of personal and artistic expression.

Beauty Inspirations and Icons

Those born between 1981 and 1996 learned to do their make-up by studying fashion magazines, celebrities, and pop stars, like Kim Kardashian, Britney Spears, Jennifer Aniston, or the Olsen twins, and following beauty YouTubers like Huda Kattan. Those born between 1997 and 2012, on the other hand, grew up in the TikTok era and new social media platforms, drawing inspiration from digital icons like Hailey Bieber, Zendaya, and Iris Law, often becoming make-up creators themselves due to their desire to express and experiment.

Full-Coverage vs. Skinimalism

The differences between Millennials and Gen Z can be seen in how they create their make-up base. The former have always opted for full-coverage products to conceal “imperfections.” Their make-up bags always included full-coverage foundation, contouring sticks, highlighters, and powder blushes or lipsticks to add a bit of color to the complexion, from brands like MAC, NARS, and Fenty Beauty. Gen Z, on the other hand, embracing the concept of skinimalism, prefers light products that highlight already healthy and hydrated skin, such as BB cream, often replacing it with just concealer. Blush is a must-have, but how and where to apply it depends on the current trend.

Brows, Differences Between Generations

Millennials went through various phases in the world of brows, from the skinny ones of the ’90s, like Angelina Jolie and Pamela Anderson, to the thick and defined brows using gels and precise pencils, popularized by Cara Delevingne and often created with Anastasia Beverly Hills products, to bleached brows. Gen Z, on the other hand, prefers more natural, unruly brows, often achieved through brow lamination or simply brushed upwards with clear gel. In short, less is more.

How Do Millennials and Gen Z Do Their Eye Makeup?

Millennials have always loved using eyeshadow, eyeliner, and mascara, favoring warm and neutral tones like browns. (It’s no coincidence that Urban Decay palettes were a must-have for years.) The goal was to achieve a chic, sophisticated look—never too heavy. At most, they dared with bold lines and lots of black pencil during the Indie Sleaze era. And Gen Z? For them, when it comes to eye makeup, anything goes. Eyeshadow is considered "old-fashioned," but if worn, it has to stand out—just like eyeliner and mascara, which are increasingly popular in colorful versions. Eyes gems and glitter are also a go-to, especially after the release of Euphoria.

Lips: Matte vs. Glossy

Tell me how you do your lips, and I'll tell you which generation you belong to. Or maybe not. While matte lipstick was the undisputed king of the millennial era—led by Kylie Jenner and her Lip Kits—it’s impossible to forget the love for gloss in the early 2000s. Gen Z, on the other hand, is bringing back hydrating, glossy textures with a natural plump effect. This is why Rhode’s peptide lip treatments have become a must-have. But it's not just about sheer, shiny tints—lip combos featuring lip liner and lipstick in both neutral and bold shades are also trending.

Favorite Products

As mentioned earlier, Millennials aimed for perfection, which translated into full-coverage products like long-lasting foundations, matte liquid lipsticks, and setting powders. However, with the rise of Korean skincare and brands like The Ordinary and Drunk Elephant, they gradually shifted their focus to skincare—prioritizing prevention rather than just covering imperfections. Gen Z, on the other hand, embraced the beauty of "imperfections" from the start, adopting a skin-first mentality. They prioritize targeted skincare and opt for lightweight, multi-functional products that leave the skin looking natural, hydrated, and radiant. Their must-have products include cream blushes, hydrating glosses, and liquid highlighters. Plus, since many Gen Z members don’t have independent incomes, their purchases often lean toward young, budget-friendly brands and affordable dupes.