Generation Z (b. ~1997–2012) is reshaping the beauty and personal care industry. For brands and manufacturers, understanding how Gen Z’s values, behaviors, and digital habits influence soap design is essential to staying competitive in 2025.
Values-Driven Consumption: Sustainability, Inclusivity, Transparency
Gen Z expects brands to reflect real-world values. They seek authentic messaging, inclusive representation, and genuine sustainability practices.
They scrutinize marketing and are quick to identify (and sometimes call out) greenwashing, the practice of making unsubstantiated or misleading claims about a product’s eco-friendliness.
Greenwashing often involves vague language, such as “all-natural,” without verification or overstating minimal sustainable efforts. 88% of Gen Z American consumers reported distrust in corporate environmental claims when messaging feels inconsistent or shallow.
Self-Expression and Purpose-Driven Products
For Gen Z, beauty and personal care are avenues for self-expression and wellness. Instead of strict routines, they favor skinimalism (simplified regimens with multifunctional, effective products) and seek formulas with clear benefits (such as hydration, calming, and exfoliation) and minimal irritants. This aligns with their broader focus on physical and emotional well-being.
Spending Power and Brand Expectations
Gen Z is on track to become the most economically powerful generation. With global spending by Gen Z projected to reach about $12 trillion by 2030, they influence entire market directions. They spend more on beauty per capita than older generations and are willing to shop both online and in-store if the brand experience aligns with their expectations.
However, Gen Z isn’t brand-loyal in traditional terms. They value brand performance, ethos, and community over legacy name recognition. They are more interested in value-driven, high-performing products and private label alternatives that deliver an intense experience and align with their principles.
What This Means for Soap Brands and Manufacturers
Gen Z’s influence pushes soap design to evolve:
- Purpose-first formulation: Opt for multifunctional bars that hydrate, soothe, and cleanse with natural, transparent ingredients.
- Packaging that reflects values: Prioritize eco-friendly, minimalist, and transparent packaging, not just appearance.
- No greenwashing: Communicate actual actions, with verifiable claims.
Conclusion
Gen Z is not just another demographic. They are generating seismic shifts in skincare and soap design.
Brands that prioritize authenticity, sustainability, multi-functionality, and digital engagement will not only capture attention but also earn loyalty. Manufacturers who understand and support these needs, from formulation to packaging to marketing, will increase their relevance and opportunities in 2025 and beyond.