Decoding Gen Z Beauty: Meiyume Shares Future-forward Insights at Cosmoprof CBE Bangkok 2025

Unveiling the values, habits and purchasing behaviors shaping the next generation of beauty consumers

July 2025 –

At Cosmoprof CBE Bangkok 2025, Meiyume was honored to join a thought-provoking Cosmotalks panel discussion, alongside a group of inspiring industry leaders – Suvita Charanwong (Tellscore CEO), Teeraphol A. (Renowned Lecturer), and Chanisara (Brunchtime’s founder) —and to Suchen Lee (Meiyume APAC Senior Sales Director).

Together, the experts explored the rapidly shifting beauty landscape and shared key insights on the emerging behaviors of the Gen Z consumer—an audience whose digital fluency, values, and skincare philosophies are redefining industry norms.

In our segment, Meiyume unpacked the motivations, routines, and purchasing patterns of Gen Z, with a spotlight on the Thai market. These insights offer valuable direction for brands seeking to stay ahead of consumer expectations and build deeper, more meaningful connections with the next generation of beauty buyers.

Gen Z: Digitally Fluent, Value-Driven

Born between 1995 and 2009, Gen Z is growing into their economic prime—and beauty brands need to keep up. This generation lives online, leveraging smartphones and platforms like TikTok for everything from product discovery to reviews and purchases. Influencer recommendations and user-generated content aren’t just nice to have—they are critical touchpoints in the decision-making process.

While Gen Z seeks affordability and value-for-money, their expectations are far from basic. Products must offer visible results, backed by scientific claims, and be easy to access via online marketplaces or social commerce platforms.

Values That Matter: Transparency, Diversity, and Efficacy

Gen Z consumers expect brands to be more than just providers of beauty—they want purpose. This generation places a premium on sustainability, cruelty-free credentials, vegan formulations, and transparency in sourcing and ingredient lists. They’re also highly inclusive, often challenging traditional gender norms and embracing gender-neutral products.

Skincare efficacy is non-negotiable. Gen Z looks for traceable ingredients and clear, scientifically supported claims that validate a product’s performance. Packaging matters less than what’s inside—but when packaging can also reflect sustainability or ease of use, it becomes a bonus.

Beauty Routines: Minimalist Meets High-Efficacy

“Skinimalism” is the name of the game. Gen Z favors minimalist routines that are simple, targeted, and efficient. Preventative skincare is key, especially for concerns like acne, dark circles, and early signs of aging—all amplified by screen exposure. There’s a rising interest in hair and scalp health, with skincare-inspired formulations making their way into this space.

While makeup remains a form of self-expression—often influenced by global pop culture and K-pop trends—daily routines are largely anchored in skincare, particularly SPF and anti-aging solutions.

Gen Z in Thailand: Beauty-Driven, Science-Led, and Digitally Empowered

In Thailand, Gen Z consumers are especially beauty-conscious, viewing skincare not just as self-care but as a confidence booster. Their top priority is facial skincare, particularly products aimed at prevention and early intervention—such as SPF and anti-aging treatments. There is strong belief in the efficacy of professional beauty solutions, from non-invasive therapies to even cosmetic procedures, with many seeing these as acceptable means to maintain a youthful appearance.

Scientific credibility plays a major role in product selection. Thai Gen Z consumers are drawn to products with proven, evidence-backed claims and traceable ingredients. While sustainability is increasingly relevant, ingredient transparency outweighs packaging eco-friendliness in their purchasing decisions.

Budget-conscious yet brand-aware, this group tends to prioritize skincare spending over other beauty categories like haircare, fragrance, or makeup—though they occasionally indulge in impulse buys. Their beauty purchases have largely shifted to online platforms, where they actively seek value-for-money products but remain open to more premium options that deliver visible results.

These insights underscore the importance for brands operating in Thailand to blend scientific integrity with digital accessibility, offering formulations that are not only effective but also aligned with local consumer beliefs, lifestyles, and growing expectations around transparency.

What This Means for Brands

To win Gen Z loyalty, brands must:

Communicate authenticity and science-backed results.
Design minimalist yet effective products that align with real consumer routines.
Engage in digital-first strategies across platforms like TikTok and Instagram.
Champion diversity and inclusivity across campaigns and product lines.
Provide transparency around formulation, sourcing, and ethical practices.

As Gen Z continues to grow into their full purchasing power, beauty brands must evolve in tandem—offering not only products but also values and experiences that resonate.

About Meiyume

At Meiyume, we empower brands to do just that through our Beauty Intelligence Platform—a proprietary tool that decodes market trends, tracks consumer behavior, and identifies rising ingredient and product preferences across global markets. Backed by a dedicated team of data experts, we transform insights into innovation—helping brands craft meaningful, relevant, and high-performing solutions. Whether it’s through purposeful formulations, transparent claims, or digital-first strategies, Meiyume is proud to guide our partners in building the future of beauty.