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STYLE | Beauty

Cult-favourite beauty products Singapore Gen Zs are buying up

Read on to find out what Gen Zers look for when it comes to their beauty products, and what products should you spend your money on

By Ruth Chew and Letty Seah  - 

Credit: Sara Iman, Danielle Tandjung and Shameena Hauriyah
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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.

Elizabeth Chee, 19

Credit: Elizabeth Chee
1/15

What do you look for in a beauty product?

Ingredients are very important to me, I prefer using products with natural ingredients without artificial fragrance, non-comedogenic products, and it’s definitely a bonus if the products are cruelty-free.

Aside from that I also consider the packaging of the product since pretty products usually catches my eye first, and affordability!

What is your favourite beauty product?

Fenty Beauty Gloss Bomb in the shade Pink Dragonfly

Any application tips?

The gloss is super shiny and obvious (which is great) so I don't have to apply a lot of it over the full area of my lips -- usually just in the centre of my pout and  I purse my lips a few times to spread it out!

Fenty Beauty Lil Gloss Bombs Lip Luminizer Duo Mini + Keychain Holder (Limited Edition), $38

Credit: Fenty Beauty
2/15

Get it here.

Arina Roslan, 22

Credit: Arina Roslan
3/15

What do you look for in a beauty product?

I’ll look for products that are cruelty-free, with clean ingredients.

What is your favourite beauty product?

Fruit of the Earth Aloe Vera Gel. It’s simple yet effective and works really well as a moisturiser. It also does wonders for sunburns and skin irritations.

Any application tips?
I would recommend using it every night so you’ll wake up with soft, moisturised skin.

Fruit of the Earth Aloe Vera Gel, $19.25

Credit: Fruit of the Earth
4/15

Get it here.

Khong Yawen, 19

Credit: Khong Yawen
5/15

What do you look for in a beauty product?

The product has to be cruelty-free and vegan. That’s the most important factor for me and as much as possible, the ingredients shouldn’t contain mica and the brand has to engage in fair trade or support minority communities.

What is your favourite beauty product?

I’m a sucker for eyeshadow like the Nars Skin Deep Palette because there’s just so much you can do with it. You can use it as a blush, highlighter or even on your lips.

Any application tips?

As someone with oily skin, definitely priming the eyes (and face) before applying eyeshadow or foundation. It helps it to last longer and amplifies the eyeshadow so much more. For any shimmer or metallics eyeshadows, the best tool is your fingers! Makes them appear more intense.

Nars Skin Deep Palette, $64.99

Credit: Nars
6/15

Get it here.

Sara Iman, 19

Credit: Sara Iman
7/15

What do you look for in a beauty product?

I look for products that have a lot of reviews or cult following. I think it's quite fun to see what people are raving about and try it for myself to see if it’s really worth the hype. I also like products with cute packaging or collabs!

What is your favourite beauty product?

Heroine Make Smooth Liquid Eyeliner in Superkeep Black. It’s a great eyeliner pen for beginners because it offers a precise application and it doesn’t dry up too easily.

Any application tips?

For a sharp, precise line, I like to hold the pen perpendicular to my eyelid and draw in one swift movement so the line doesn’t become uneven.

Heroine Make Smooth Liquid Eyeliner in Superkeep Black, $18.90

Credit: Heroine Make
8/15

Get it here.

Danielle Tandjung, 22

Credit: Danielle Tandjung
9/15

What do you look for in a beauty product?

I look for something that is reasonably priced that is able to fulfil its claims.

What is your favourite beauty product?

I love the SANA Maiko-han Red Brown eyeliner. It really brings out the shape of my eyes without being too harsh

Any application tips?

I line the inner eye corner and draw multiple fake lashes at the bottom to mimic fuller-looking lashes.

SANA Maiko-han Eyeliner in Red Brown

Credit: SANA
10/15

Available in stores at DonDonDonki.

Laneige Lip Sleeping Mask in Berry, $27

Credit: Laneige
11/15

Get it here.

Shameena Hauriyah, 19

Credit: Shameena Hauriyah
12/15

What do you look for in a beauty product?

How good the pigmentation is and whether the colour matches my skin tone. Also, I always make sure that these products don't have glitter unless I actually want a glittery product (e.g. eyeshadow, highlighter) but sometimes certain products have light shimmer and I don't like that.

What is your favourite beauty product?

Sephora Full Action Extreme Effect Mascara.

Any application tips?

Apply it from the roots up and ensure that there aren't clumps on your lashes and then use the excess product on your lower lashes very lightly – if not, they might look like spider legs.

Sephora Full Action Extreme Effect Mascara

Credit: Sephora
13/15

Get it here.

Yasmin Iman, 22

Credit: Yasmin Iman
14/15

What do you look for in a beauty product?

I mostly look for quality. When the product delivers as it was expected to.

What is your favourite beauty product?

Innisfree Aloe Revital Gel. I have dry skin. You can put this anywhere and you can feel the hydration.

Any application tips?

I usually put this as the last step in my skincare to seal in all of the moisture.

Innisfree Aloe Revital Gel, $12

Credit: Innisfree
15/15

Get it here.

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