Gen Z Thinks Differently on Makeup

While makeup has long been seen as a tool to make us look and feel more attractive, a poll has revealed Gen Z has a different attitude toward their products.

Conducted on behalf of Newsweek by Redfield & Wilton Strategies, the poll questioned 2,500 U.S. adults to reveal how differently each generation thinks about how makeup affects people’s looks.

The poll revealed just under a fifth (19 percent) of Gen Z respondents (aged 18 to 26) feel makeup makes a person “less attractive”—nearly double the overall figure (12 percent) and a far greater proportion than Gen X (8 percent), and Boomers and the Silent Generation, aged 59 and above (7percent combined).

To the question “Generally speaking, do you think wearing makeup makes a person more attractive, less attractive, or neither more or less attractive?” millennials (aged 27 to 42) sat somewhere in the middle, perhaps unsurprising given the generation bridges the gap between Gen Z and Gen X (aged 43-58). The poll revealed 15 percent of millennials find makeup makes people “less attractive.”

Irish makeup artist Evelyn Byrne, who has already worked backstage at London Fashion Week despite being just 20 years old, said the poll could be indicative of Gen Z’s view to makeup as a form of self expression, rather than something to simply improve your appearance.

The makeup artist told Newsweek: “We [Gen Z] grew up in the era where block brows and cake faces were a staple look for people. Now, makeup has been completely stripped back to glass skin, fluffy brows and blushed cheeks—it has and always will be ever evolving and changing depending on people’s preferences.

“As a generation, we have all been experimental with makeup to try and find what suits us best while also trying to keep in with trends, but I find makeup now has become 100 percent self-expression and a focus on looking ‘more attractive’ isn’t as prominent of a thought as it may have once been.”

Boomers and respondents from the Silent Generation were most likely to find a person “more attractive” when wearing makeup (37 percent). That makeup can be used to improve your appearance seemed to span generations, with at least 30 percent of all other age groups agreeing (Gen Z at 35 percent, Millennials at 33 percent, and Gen X at 32 percent).

Overall, nearly half (47 percent) of those surveyed believe that makeup has no impact on an individual’s looks, saying that the products make people “neither more nor less attractive.”

Almost half (44 percent) of all women revealed that makeup was part of their routine. There was a huge divide along gender lines as 19 percent of men used makeup products “regularly.” Gen Z respondents were the most regular makeup wearers (36 percent), followed by millennials (34 percent) though overall, the proportions varied little.

“More people now realize that makeup is fun and washes off at the end of the day, so why not try out that rainbow eye look or graphic liner you’ve had saved on Instagram for a while now?” explained Byrne.

“Pre-shower makeup has been trending on TikTok for a while now where people will experiment with a look they normally wouldn’t usually wear ahead of washing their face—even this has warmed people up to the idea of just having fun with makeup and not taking it so seriously!”

Despite being a beauty professional, even Byrne has taken a step back when in comes to her base. She said, “I personally have embraced my natural skin a lot over the past two years and love my no-makeup days, but I also love sitting down to play with makeup and coming up with something off the wall that will have people thinking ‘how did she do that’ or ‘I want to see more of this.'”