It’s no secret that TikTok has transformed the way we consume beauty content. But while millennials were busy perfecting their Instagram highlight reels, Gen Z took a different approach—raw, unfiltered, and unapologetically authentic.
In 2025, Gen Z isn’t just following beauty trends—they’re redefining what “beautiful” even means. And it’s happening, one viral video at a time.
From “Instagram Face” to Individuality
Gone are the days of copy-paste beauty: plumped lips, contoured noses, snatched brows. Instead of aspiring to a single ideal, Gen Z’s beauty icons celebrate diversity of features, skin tones, textures, and gender expressions.
Creators like @youngyuh (skin positivity), @abbyroberts (experimental makeup), and @wisdm8 (androgynous beauty) have amassed millions of followers simply by embracing their natural features, flaws, and fluidity.
The vibe: “There’s no one way to be beautiful—and I’m proof.”
“Deinfluencing” & Anti-Consumerism Beauty
If millennials were obsessed with Sephora hauls, Gen Z is doing the opposite. On TikTok, the “deinfluencing” trend calls out overhyped products, encouraging people to buy less, use what they have, and avoid beauty FOMO.
Skincare influencer @whatsonvisface went viral for recommending drugstore dupes instead of $300 creams. Meanwhile, hashtags like #ProjectPan and #ShopYourStash push sustainable, minimalist beauty practices.
The vibe: “Less is more—and my skin loves me for it.”
The Rise of “Ugly-Pretty” Aesthetics
Where millennials chased perfection, Gen Z is intentionally getting weird with it. Think smudged eyeliner, bleached brows, clumpy lashes, drawn-on freckles, mismatched nails.
This “ugly-pretty” aesthetic challenges traditional standards by asking: Why do we have to be polished to be pretty?
Pop stars like Billie Eilish, Doja Cat, and TikTok creators like @irisbeilin have embraced imperfect glam, inspiring others to experiment fearlessly.
The vibe: “Beauty is art, not perfection.”
Inclusivity at the Core
Gen Z isn’t just pushing inclusivity as a buzzword—it’s baked into their beauty culture. From shade range critiques to calling out brands lacking disability-friendly packaging, TikTok users are holding beauty brands accountable.
They champion products that are gender-neutral, cruelty-free, eco-conscious, and actually work across diverse skin types and tones.
The vibe: “If it’s not for all of us, it’s not beautiful.”
Unfiltered Content Wins
While Instagram once thrived on Facetune and heavy filters, Gen Z prefers unfiltered skin, barefaced GRWMs, and real-time tutorials.
They’re posting videos mid-breakout, post-all-nighter, or fresh from the gym—redefining “beauty content” as authentic, relatable moments rather than unattainable ideals.
The vibe: “I’m showing you my real face, because that’s real life.”
💬 Why It Matters
Gen Z’s approach to beauty is radical in its inclusivity, authenticity, and rebellion against perfection. On TikTok, they’re democratizing beauty, breaking down old hierarchies, and proving that confidence is the ultimate glow-up.
As brands scramble to keep up, one thing’s clear: the future of beauty isn’t about fitting in—it’s about standing out, together.