An Informed and Goal-Oriented Approach to Skincare 

While most consumers in the GCC stick to the basic three steps—cleansing, moisturizing, and protecting—Gen Z are expanding this to an average of 4.7 products per facial routine, adding steps such as eye creams and lip care, in addition to targetted body care (namely hand cream). For Gen Z, skincare is not just a routine; it is about prevention and enhancement. About 35% focus on keeping their skin youthful and hydrated, while 28% are all in on achieving that natural, fresh look.

Reflecting on these insights, Jasmina Banda, Chief Strategy Officer at Chalhoub Group, stated, “Gen Z is the generation shaping the future of the beauty industry. They are driven not just by trends but by a goal-oriented approach that reflects their desire for self-expression and skin health. In the Middle East, nearly 50% of Gen Z’s are introduced to the beauty world through skincare, evolution from the usual introduction to beauty through makeup. We are also witnessing a clear shift in their beauty ideals, by moving from makeup-heavy standards and embracing a “skin-first” philosophy that celebrates natural, healthy-looking skin. As such, trend is their preference for hybrid skincare products – those that blend skincare benefits with makeup attributes. “

Gen Z’s Demand for Trustworthy, Efficacious, and Trend-Driven Brands 

In a marketplace where authenticity rules, Gen Z consumers in the GCC place a high premium on trust, efficacy, and brand image. The report shows that 83% of Gen Z consumers prioritize brands that are transparent and credible, and 69% seek brands that are on-trend and aesthetically engaging. 

The Rise of Hybrid Products: Blurring the Line Between Skincare and Makeup

A big trend is Gen Z’s preference for hybrid skincare products—those that blend skincare benefits with makeup attributes. This generation is moving away from makeup-heavy standards and embracing a “skin-first” philosophy that celebrates natural, healthy-looking skin. Hybrid products, such as tinted moisturizers with SPF or lip balms with nourishing ingredients, appeal to Gen Z’s need for functionality, self-expression, and time-saving convenience.

The Top Brands Leading Gen Z’s Skincare Choices in the GCC

Chalhoub Group’s “GCC Gen Z Hottest Brand Index” ranks 10 most appealing brands for this generation in the first semester of 2024. These brands stand out by delivering effective products, maintaining a robust digital presence, earning peer endorsements, and featuring vibrant, playful packaging. This alignment with Gen Z's values has positioned them as top choices among young consumers in the GCC. 

Social Media’s Influence on the Skincare Journey

Social media is at the heart of Gen Z's beauty journey.

Instagram serves as a primary hub for brand research and immersive content, with more than 90% of Gen Z female using the platform during their skincare journey.

TikTok fuels product discovery and trend-driven content, appealing to Gen Z’s appetite for quick, engaging beauty tips and peer reviews.

YouTube provides longer-form tutorials and how-to videos, offering a deeper level of engagement for users seeking expert knowledge on skincare techniques.

Snapchat drives advocacy, enabling users to share their new purchases and recommendations in a spontaneous, peer-to-peer format.

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.”

The report underscores that to truly capture Gen Z’s attention, brands need a diversified social media strategy. This means leveraging dynamic, short-form “snackable” video content that is not only informative but also visually captivating across key platforms. Engaging Gen Z requires meeting them where they are, with fast-paced, authentic, and snackable content. 

Strategic Insights for Brands Targeting Gen Z in the GCC

The report concludes with five essential strategies for brands looking to build lasting connections with GCC Gen Z consumers:

1.        Close the knowledge gap: Enhance Gen Z’s skincare understanding with personalized educational tools and targeted advice using digital and in-store resources.

2.        Tailor communication: Speak Gen Z’s language with concise, goal-focused content that encourages self-expression and adapts to their fast-paced consumption habits. Rely on peer recommendations and influencer partnerships to build trust and foster community.

3.        Innovate with hybrid products: Introduce hybrid solutions that streamline routines while delivering emotional and experiential value, tying back to their demand for high-quality and trendy options.

4.        Fuel curiosity while driving loyalty: Keep them engaged with consistent quality, eye-catching packaging, and limited-edition drops that satisfy their need to stay in-the-know and reinforce brand loyalty.

5.        Curate immersive omnichannel shopping experiences: Design interactive, experience-rich store environments that invite social sharing, complemented by seamless online options for convenience and accessibility.

Read the Full Report

For more insights into how Gen Z is shaping the future of skincare in the GCC, and for the complete list of top brands, download the full report from https://www.chalhoubgroup.com/genzskincare

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