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Gen Z’s Path to Shopping for Beauty

Gen Z gets beauty inspiration from people they “know,” but YouTube is their go-to source for product recommendation and because cost is a top priority, they like to buy at big-box stores and drugstores. Those are the key takeaways from the latest 2018 Beauty Insights Survey from Sweety High, a digital media company for Gen Z females between the ages of 12 and 22. And there’s one other interesting factoid: They have little interest in subscription boxes. Sweety High was founded in 2009, and funding is from several high-net-worth individuals. Frank Simonetti is the cofounder and chief executive officer, and his background is in the entertainment and content business sectors. According to Simonetti, “The concept that online buying is killing retail as we know it isn’t happening in beauty, which is a social buying process for Gen Z. It’s the hallmark for girls to show their financial independence on their terms. It’s having luxury goods they can afford, even if they’re not rich. They can’t do that with shoes and handbags; it’s just not doable.” The survey’s data shows that Gen Z looks to their friends, at 59 percent, and the people they follow on social media, at 50 percent, for beauty trend inspiration.

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