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One-third of Gen Z opting for ‘no-makeup makeup’ as pared-down beauty gains popularity: report

Photo of young woman with fragrance bottle This year's 48-page report reveals Gen Z’s cross-category preference for hyper-personalization and pared-down products. Image courtesy of Kyra Media


From the Cerave craze to the rise of the “clean girl” aesthetic on social media, Zoomers appear to be going back to basics across the board, for skincare, makeup and more.