The Chalhoub Group’s latest report, “Gen Z’s Skincare Evolution in GCC: Unfiltered,” launched at The Skincare Edition: Unfiltered summit in Riyadh, reveals just how influential Gen Z is in shaping the future of beauty in the region. Yep, that’s us.
With personal care spending projected to rise by 1.3 to 1.6 times by 2030, this generation is driving demand for purposeful, trend-driven, and goal-oriented skincare.
The Shift to Skin-First Beauty
For Gen Z in the GCC, beauty begins with skincare. While traditional routines focus on three core steps—cleansing, moisturising, and protection—Gen Z is upping the game with an average of 4.7 products per routine.
This includes everything from lip care to targeted treatments, showing their dedication to prevention and enhancement.
“Nearly half of Gen Z’s introduction to beauty comes through skincare, not makeup,” says Jasmina Banda, Chief Strategy Officer at Chalhoub Group. “They’re prioritising youthful, natural looks through efficacious products and preventive care. It’s a bold shift that reflects their values and goal-oriented mindset.”
The Rise of Hybrid Products
Gen Z is blurring the lines between skincare and makeup. Their love for multitasking products like tinted moisturizers with SPF or nourishing lip balms demonstrates a shift from heavy beauty looks to functional, time-saving solutions. These products cater to their need for practicality without compromising self-expression.
Trust and Transparency: Non-Negotiables
Transparency is everything to Gen Z. Eighty-three percent prioritize trustworthy and credible brands, while 69% value brands that align with their aesthetic and stay on-trend. Sustainability and ethical practices also top their checklist, making cruelty-free and environmentally conscious offerings a must.
Social Media: The Skincare Compass
Social media drives every step of Gen Z’s skincare journey, from discovery to advocacy:
- Instagram: Perfect for in-depth research and brand credibility checks.
- TikTok: Trend-spotting and peer reviews reign supreme.
- YouTube: The home of tutorials and expert-led content.
- Snapchat: Ideal for sharing new finds with friends in real time.
Brands wanting to capture this audience need a strong presence across these platforms, paired with dynamic, engaging short-form videos.
Top Brands Leading the Way
Chalhoub Group’s GCC Gen Z Hottest Brand Index spotlights favourites like La Roche-Posay, Rhode, and Glow Recipe—brands known for delivering results, embracing values, and looking great on social media.
How Brands Can Win Gen Z’s Loyalty
The report outlines five strategies to connect with GCC Gen Z consumers:
- Speak Their Language: Use personalized messaging focused on self-expression and skin health.
- Build Trust: Be transparent about ingredients and efficacy.
- Engage Socially: Optimize presence across Instagram, TikTok, and YouTube.
- Offer Hybrid Products: Create time-saving, multipurpose skincare solutions.
- Prioritize Sustainability: Embrace eco-conscious practices and ethical sourcing.
The Bottom Line
Gen Z in the GCC is more than a demographic—they’re a movement reshaping the beauty industry. With their eye on natural beauty, functionality, and purpose-driven brands, they demand more from skincare than ever before.
According to Anna Germanos, Group Director for Beauty, Luxury, Retail & E-commerce at Meta, “In the GCC, where Gen Z consumers are ultra-connected, our research with Chalhoub Group reaffirms the pivotal role social media plays in shaping beauty journeys from discovery to advocacy, with Instagram emerging as a dominant force influencing Gen Z skincare decisions. To win the hearts of these digitally savvy consumers, skincare brands must create tailored, relatable, digestible, and entertaining content, fostering authentic connections that drive loyalty and growth in the under-penetrated skincare category.”
To explore more insights, download the full report from Chalhoub Group here.