The youngest beauty brand consumers today are members of what has been referred to as Generation Z. These are teenagers and early twenty-somethings that want to put their stamp on this world. This is a group of young people that yearn to make a difference in society. They are aware of today’s social issues and never hesitate to take a stand. As such, they expect the same from the companies that they choose to do business with.
These young humanitarians demand that companies add value to products and services by showing a commitment to those affected by contemporary social issues. These everyday philanthropists then return this support by purchasing the business's merchandise.
As a matter of fact, of young people between the ages of 13 and 25, over three-quarters of those asked in a recent survey state that they purchase and/or use particular products based on the brands values alone. 40% of those questioned say they do this habitually.
Other studies have shown that brands that have proven to customers that they have a positive impact on society are likely to grow twice as fast as other companies that do not contribute to hot-button causes. After all, shared values between consumers and businesses build long-term brand loyalty. Common purpose between brand and buyer forms a bond that cannot be broken for the temporary allure of a popular new product or one that sells at a lower price point.
Here are some beauty brands that earned the trust of younger generations by being both effective and socially responsible:
LXMI, pronounced “lux-me,” was founded by the late Leila Janah when she discovered nilotica in a market and was simply amazed at what the buttery mix did to transform her dry, sun-baked skin. The moisturizing properties of the concoction were like nothing she had ever seen or heard of before.
LXMI then sourced its Nilotica Reserve, an exclusive type of the butter, that is only made from the best class of nuts from the plushest parts of the Nile River Valley.
Its differentiating characteristics are the fact it contains over 25% more essential fatty acids than shea butter and its pure vitamin crystals that easily dissolve and rub into skin.
LXMI shows its commitment to its customers by staying true to three tenets.
First, they only use the rare botanical ingredients found in a unique region of Uganda. That would be the brand’s signature ingredient, pure nilotica. Second, any added ingredients must be pure, natural, organic, and safe enough to eat.
Lastly, beyond simply providing charitable funds, LXMI Skin Care has given women of the Uganda area sustainable employment. The brand provides East African women, marginalized by their societies, the opportunity to find high-paying, dignified work harvesting, producing, and exporting nilotica. LXMI's local workers earn three times the local wages.
By providing mothers and young women with living wages, LXMI Skin Care helps to eliminate the area's most serious issues, from human trafficking to childhood malnutrition.
Surveys show that there are times when the younger generations are familiar with brands, yet their concepts of the businesses do not really extend past the products they carry. Strangely enough, Love Beauty and Planet, launched in 2017 with its ideology plainly stated in its name, is one of those companies.
The brand’s platform is to promote caring for the environment and sustainable living. In the category of beauty, it has high cause association with the general public, and the fact that its name is reflective of its mission places the issue front and center in the minds of prospective customers. This is pertinent when attracting the younger demographic where convenience and price point can be equally important when placed vis-à-vis with social responsibility.
Fenty Beauty, founded in September 2017 by pop star Rhianna, is a brand that is all about inclusivity, and this makes it extremely popular with the younger crowd. Believe it or not, at such a late date, it was actually still a fairly novel idea to create products matching all shades of skin.
The company started by pushing it’s mission statement of “beauty for all” with the Fenty 40 line, which features 40 different, distinct foundation colors that represent many skin tones that have been traditionally difficult to match. As of 2020, the company has even added 10 more hues to its repertoire.
Fenty actually influenced a long-overdue beauty revolution, even coined the “Fenty Effect,” that caused other beauty brands to reevaluate and expand the amount of shades they carry.
Of course, Gen Z consumers go with the original, Fenty Beauty, because they appreciate the clear message the branding of the cosmetic company sends. Most customers recently surveyed agree that they associate the company with nearly equal parts racial equality and body positivity. They also feel the brand represents LGBTQ and women’s rights under it’s umbrella of tolerance and acceptance.
This brand is completely transparent, letting everyone know specifically what each of their primary ingredients are and the reasons why they feel they are responsible and effective.
That said, Hand in Hand's core ingredients are all common items that you will be able to recognize and pronounce easily. The cosmetic brand’s top 11 components are all palm-oil free, responsibly-sourced, cruelty-free, and vegan.
The concoction breeds “sustainable suds” across a variety of products including body washes, soaps, essential oils, and body scrubs.
The company, which makes its products in the United States, donates a percentage of profits to ensure that underprivileged children around the world are guaranteed clean water for drinking and bathing.
CoverGirl has been lauded for leaving the safety of its long time customer base and focusing on its more marginalized, but just as loyal, LGBTQ customers. This new direction was recently observed by the choosing of the beauty brand’s first cover boy.
Opened-minded Gen Zen customers noticed that CoverGirl was definitely one of the first mainstream brands to go out on a limb to show its support for the LGBTQ community. With a large, long-standing brand endorsing gender fluidity, the idea is becoming rightfully normalized in the general population. This small gesture speaks volumes when it comes to respecting prospective customers from all walks of life.
The dangerous effects of mainstream deodorant has often been covered by the media. Yet, consumers continue to purchase them. Why is this?
Simply, this is because it is rare to find a formula that uses natural ingredients that is actually effective at fighting body odor.
However, it must be said that clogging your pores with poisonous aluminum and carcinogenic parabens is far from an ideal or healthy solution.
Fortunately, Native is an all-natural deodorant that is completely free of all toxins and chemicals, yet it is still extraordinarily effective.
The product is American-made, and quite affordable. They even extended their brand to offer a whole natural product line, including toothpaste that contains no fluoride.
While many brands tend to follow others, creating popular trends that echo hot topics, others rather contain a singular focus, instead of spreading thin across a plethora of causes. Having a particular niche when it comes to a company’s message helps them to be heard above all the marketing noise of other brands.
Since 2004, Dove has never strayed from its promise to promote body positivity and build self-esteem through its successful “Real Beauty” campaign.
They have even recently modernized the ads with a social media effort. They are requesting photos of women of all shapes, sizes, colors, and ages to submit photos with the hashtag, #ShowUs. This is to build a huge stock photo library that decimates the stereotypes of classic beauty.
As such, over half of the young ladies asked in one survey have noted that they associate the Dove brand with body confidence, one of the highest positive alignments with a cause that the survey noted.
Do you want to keep your skin moisturized and soft to the touch while on the go? Teadora can definitely help.
The brand offers body butters, body oils, lip balms, and other emollients that are created from mixing rainforest actives that are sustainably harvested. Each ingredient is ethically sourced from the part of the Amazon rainforest that is within the country of Brazil.
The products' components are gluten, toxin, cruelty, and fragrance free. These all-vegan ingredients refresh and revitalize skin.
Lady Gaga plans on launching this revolutionary cosmetics line that is already grabbing the attention of prospective customers as well as marketers. This is because it has proclaimed that it will be committed to authenticity.
Authenticity doesn’t always have to capture a facet or the totality of what a brand is selling. Gen Z is just happy to see a company that lives up to the values that it claims to endorse. By supporting issues from within the company to out in the world, Haus has its pulse on what is really important to the younger crowd today.
For Gaga, it is much more than a marketing ploy. The singer has always been true to herself, and she has vehemently displayed her mission clearly for all to see in the company’s marketing videos. Her message has always been about self-love and acceptance, and this can be found through personal expressions of beauty through the use of her products.
The performer has spoken and sung her point-of-view for over a decade and stands by it. She said she will not back any company that does not accept her gospel along with her image and endorsement. If they refuse to push self-acceptance, the mega star refuses to partner with them.
Did you know that olive oil not only hydrates your skin, but it also kills surface bacteria before it enters your pores? It’s true, and that is why olive oil is a major ingredient in Middle Eastern skin care. North America is just starting to catch up.
Sitti Soap is an olive oil-based soap that is new to the Western market. It is not only fantastic for your skin, but it is employing refugee women in Jordan's Gaza refugee camp. They hand make and cold press each piece, empowering them after they had to abandon everything they ever knew by fleeing areas such as Palestine.
Each purchase of Sitti Soap cultivates a community for these ladies to live and work in. Earning a substantial income allows them to work for a life filled with freedom.
For every Soapbox product sold, the business provides bar soap to communities both home and abroad, along with education on hygiene and its importance, as well as health initiatives.
This means the products benefit the common consumer by meeting his or her needs, while also helping to change the world, one donation at a time. Customers can even use the package’s included “Hope Code” to track their purchase's impact at soapboxsoaps.com/hope
In addition, each product is made in the United States, with completely recycled and recyclable packages. They are also conveniently found in retail shops as well as online.
The natural essential oils that are found in Savhera products are difficult to track down. That is why the company formed a committed team that are dedicated to providing customers excellent products. Another passion the brand strongly believes in is sustainability, which includes finding an oil that is pure enough to revitalize your skin and benefit your overall health.
These botanical oils come directly from the city of Ayurveda in India. The business employs women who have survived sexual exploitation in both the area and in the United States. Providing dignified jobs to these ladies helps to combat sex trafficking around the world.
The business is currently awaiting its approval to become a certified B-Corp, as well.
In conclusion, these companies give back to the world in a way that involves more than just beauty. They send a message that resonates with the younger generations.
Younger people do not feel comfortable applying almost 200 chemicals to their bodies daily. They are smart enough to trust science over flashy advertising and know the difference between pure ingredients and poisons and carcinogens. They also care deeply about the Earth and climate change, and do not want to use any beauty products that add to the current environmental issues.
Finally, teens and twenty-somethings care about their fellow man, and back products that encourage body confidence and self love. That said, if the company is able to assist those that are less fortunate than the purchaser, that is the best advantage of all.
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