This is a more specific phenomenon than simply buying organic or natural products, as these terms are commonly used and ill-defined. They will go further into the background of products and the manufacturers to ensure that they are helping to fund positive business practices.
Along with this, Gen Z are more focused on the wellness and skincare aspects of the beauty industry, as well as exploring creative ways to use products and help boost their routine.
The last year in particular has been a time for experimentation with skin routines; with many people working or studying from home there is less of a negative impact if a skincare dalliance happens to go wrong.
This includes a wave of using even more products and experimenting, as well as the growing movement of skinimalism, where people opt instead to stick to a few high-quality skincare products.