Gen Z and Alpha… the ones who replaced the Britney Spears poster with a bottle of niacinamide serum and who no longer wear makeup to please, but to protest. Lipstick has become a political manifesto, and every hydrating mask a statement of intent. Welcome to the wonderful world of “purpose-driven beauty,” where we save the planet one sponsored story at a time.

We’re told these young people are “changing the game.” They want authenticity, transparency, meaning. Yes meaning, but delivered within 24 hours, with free returns. They no longer just buy things; they “create movements.” Movements of the wrist, mostly while shaking their ring light for yet another “my morning skincare routine” video.

They’re not consumers anymore they’re people doing the same thing at the same time in front of a phone. Old-fashioned sleepovers are making a comeback, except now they’re “face mask workshops,” “group selfies,” “collective reels” beauty sessions where no one looks at each other, but everyone films themselves.

Brands, of course, didn’t take long to smell the opportunity: how do you seduce a generation in search of meaning? Easy slap the word “authentic” on the label and triple the price. And voilà, your shower gel becomes “as translucent as your inner truth,” and your face cream is “vegan, ethical and above all, useless.”

These teens now “represent up to 40% of skincare revenue”… which makes you realize that the real innovation of Gen Z isn’t transparency it’s their parents’ credit card. At fourteen, they already have a twelve-step skincare routine and a full-blown self-esteem burnout. Their skin is flawless, but their souls are in overexposure.

And how do they communicate? “Definitely by SMS.” Because talking in real life is so outdated. The future is sharing your emotions through emojis while explaining in a 15-second video that “the most important thing is to be yourself” after three filters, two sponsors, and a partnership with an acne patch brand.

So yes, these generations are “changing the game.” But let’s be honest: they’ve mostly found the most profitable way to turn their anxiety into a business model.

FM