Beauty has pivoted quite a bit in recent years. You’re probably familiar with terms like clean skincare and “free-from”. The generation that has embraced this the most is Gen Z.
Gen Zs and their beauty wants
A survey by media company Kyra found that 32 per cent of Gen Zs focus more on skincare than makeup. What’s also telling is that they value values. Half of the Gen Zs surveyed said they wouldn’t purchase from a beauty brand if it wasn’t certified “cruelty-free”.
Which brings us to Selfless by Hyram. Hawaii-based Hyram Yarbro, 25, built his massive social media following by giving (brutally honest) beauty reviews. It comes as no surprise that he’s launched his own skincare range, backed by the same people behind knowledge- based skincare brand The Inkey List.
Each of the five products from Selfless by Hyram is designed to solve Gen Z skin problems – hyperpigmentation and acne. One example is the Retinol & Rainbow Algae Night Repair Serum ($46), which contains “gentle actives” – encapsulated retinol paired with naturally derived rainbow algae from France. Its product description even tells you how the algae roots are cut, underlining the brand’s commitment to sustainability. Plus, proceeds go to the Rainforest Trust to save the Bolivian rainforest from deforestation, and the Thirst Project to provide clean drinking water.
While these brands might seem to work best for those with youth on their side, the key tenets for each product include ingredient efficacy, safety for sensitive skin and brand integrity – things that should appeal to all ages.
To help you decide which Gen Z approved beauty product you need to add to your vanity, we’ve asked six Gen Zers to share their tried-and-true recommendations.