

Can Gen-Z Beauty Brands Grow Up?
Oct 1, 2025
Daniela Morosini, a Senior beauty correspondent, shares her insights on the evolution of Gen Z beauty brands like Bubble, Starface, and Byoma. She discusses how these brands quickly gained popularity with playful packaging and engaging textures that thrived on TikTok. As Gen Z matures, the conversation shifts to the challenge of maintaining credibility while appealing to older consumers. Daniela also highlights the balance between youthful aesthetics and product performance, and the investor pressure to create lasting brands that resonate across generations.
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Digital Native Brands Won With Speed
- Gen-Z brands succeeded by being digitally native and led by founders close in age to their customers.
- They used fast launch cycles, social listening and crowdsourcing to make products feel co-created.
Sensory Textures Fueled TikTok Virality
- Sensory, video-friendly textures (jelly, goo) and charms drove TikTok discovery and trial.
- Visuals mattered more than traditional claims because they translated into viral curiosity.
Playfulness Raised Performance Expectations
- Gen-Z labels injected playfulness and raised expectations for product performance.
- Consumers now demand both pleasurable usage and proven results.