While makeup has always been thought of as a tool to enhance our appearance and self-esteem, a survey has shown that Gen Z views these products differently.
Redfield & Wilton Strategies conducted a survey of 2,500 American adults on behalf of Newsweek to see how opinions on cosmetics alteration vary by generation.
Just under a fifth (19%) of Gen Z respondents (those between the ages of 18 and 26) said makeup makes a person “less attractive” in the poll, which is almost twice as many as the overall figure (12%) and far higher than the percentages of Gen X (8%) and Boomers and the Silent Generation (those over the age of 59) combined (7%).
Makeup as self-expression
To the question, “Generally speaking, do you think wearing makeup makes a person more attractive, less attractive, or neither more or less attractive?” The millennial generation, which spans the generations of 27 to 42, fell in the center, which is probably not surprising considering that they are the generation that falls between Gen Z and Gen X (ages 43 to 58). According to the survey, 15% of millennials think cosmetics make people “less attractive”.
Even though she is only 20 years old, Irish makeup artist Evelyn Byrne has already worked backstage at London Fashion Week. She said the poll may reflect Gen Z’s perception of makeup as a means of self-expression rather than a way to enhance one’s beauty.
According to the cosmetic artist who spoke with Newsweek, “We [Gen Z] grew up in the era where cake faces and block brows were a staple look for people”. Nowadays, makeup is all that remains of glass skin, fluffy brows, and flushed cheeks; it has always changed and will continue to change based on the tastes of the individual.
Makeup trends and usage patterns
“As a generation, we have all been experimental with makeup to try and find what suits us best while also trying to keep in with trends, but I find makeup now has become 100% self-expression and a focus on looking ‘more attractive’ isn’t as prominent of a thought as it may have once been.”
The respondents who were most inclined to find someone “more attractive” when wearing makeup were Boomers and members of the Silent Generation (37%). There appeared to be a generational consensus on the use of makeup to enhance appearance, as at least 30% of respondents in each of the other age groups (Gen Z at 35%, Millennials at 33%, and Gen X at 32%) agreed.
According to the survey, almost half (47%) of respondents think cosmetics have no effect on a person’s appearance and that using them makes one “neither more nor less attractive”.
Embracing natural beauty and makeup for fun
Of all women, over half (44%) admitted that wearing makeup was a regular part of their regimen. Men and women differed greatly in that 19% of men reported using makeup “regularly”. Although generally the proportions varied slightly, Gen Z respondents were the most frequent cosmetics wearers (36%), followed by millennials (34%).
“More people now realize that makeup is fun and washes off at the end of the day, so why not try out that rainbow eye look or graphic liner you’ve had saved on Instagram for a while now?” said Byrne.
For a while now, pre-shower makeup has been popular on TikTok, where users try out looks they wouldn’t ordinarily wear before washing their faces. Even this has made people more receptive to the concept of using makeup for fun rather than as serious as they would otherwise.
Even Byrne, a professional in the beauty business, has weakened from her base. She stated: “I personally have embraced my natural skin a lot over the past two years and love my no-makeup days, but I also love sitting down to play with makeup and coming up with something off the wall that will have people thinking ‘how did she do that’ or ‘I want to see more of this’.”
In conclusion, while makeup has traditionally been seen as a tool to enhance beauty and self-esteem, Gen Z’s perspective reflects a shift toward viewing it as a form of self-expression. The survey conducted by Redfield & Wilton Strategies highlights generational differences in opinions on makeup, with younger people less likely to see it as a means to enhance attractiveness compared to older generations.
This evolving perception underscores a broader trend of using makeup for creative expression and personal enjoyment rather than merely adhering to beauty standards.
(Tashia Bernardus)