Gen Zers champion self-expression and inclusivity.
Unafraid to speak their minds, those born between the late 1990s and early 2010s, collectively known as Generation Z, have made themselves heard on many of today's most pressing issues-poverty, housing, mental health, you name it. They have also applied that same outspoken and unapologetic attitude to the realm of beauty, where their commitment to freedom of expression and social causes have driven trends, pushed brands to relook their very essence-be it in terms of product development or advocating for issues such as inclusivity-and even redefined the very concept of beauty.
Actress and singer Selena Gomez
Gomez's Rare Beauty is all about airy, breathable makeup.
MORE THAN JUST CHASING STARS
A slew of celebrity-founded beauty brands have popped up in the past few years, but two in particular have enjoyed immense success, not least with Gen Zers: Rihanna's Fenty Beauty and Selena Gomez's Rare Beauty. You'd be inclined to think their popularity is a mere effect of the stars' in-built fan base, but a closer look reveals something deeper: Both brands have strong identities that align with those of the zoomers'.
Pop star Rihanna
Rihanna's Fenty Beauty offers up foundation in a mind-blowing 50 shades
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