Okay, so let’s be honest, beauty standards have always existed. From the size-zero obsession in the early 2000s to the contour-heavy Kardashian era in the 2010s, every generation kind of had a template of what beautiful looked like. But here comes Gen Z, and honestly, they’ve just thrown the whole book out of the window. And maybe that’s the best thing that’s happened to beauty in a long time. If you scroll through Instagram or TikTok right now, you’ll see something that feels very different from a few years back. It’s not just the polished, perfect influencers with glass skin and hourglass figures anymore. It’s also acne, stretch marks, body hair, messy eyeliner, thrifted outfits, and people being well, just themselves. And somehow, that’s what’s trending.
The Turning Point: Real Incidents That Shook Beauty Online
I still remember when 2019’s acne positivity movement started taking over Instagram. Influencers like “Kali Kushner (@myfacestory)” and “Brianna Lopez” began posting their acne journeys unapologetically. Instead of Facetuning, they zoomed in on their skin. That blew people’s minds because, for so long, social media made us believe flawless = beautiful.
And then there was that time when TikTok creators started showing their bodies without sucking in their stomachs. The “posed vs. relaxed” trend literally broke the internet. Girls would show how they looked in a bikini with the “perfect Instagram pose” and then show themselves just sitting or laughing, and guess what? Both versions got love. That was such a big deal because years ago, people would have hidden those “imperfect” pictures forever.
Another major shift? Brands like Glossier openly feature models with freckles, acne, and textured skin in campaigns. That wasn’t happening before. And in India, we saw Nykaa bring in campaigns where dusky models were celebrated without the need for filters or fairness cream. Remember how fairness creams were once marketed as a life-changer? Now Gen Z claps back at brands that even hint at colorism. That’s power.
Gen Z Fashion: From Thrift Stores to Big Brands
When it comes to fashion, Gen Z has made one thing very clear: they don’t just want to look good, they want to feel authentic. They care about sustainability, affordability, and self-expression more than just wearing what celebrities wear.
Thrifting, for example, went from being considered “cheap” to becoming the coolest thing. Stores like Urbanic, ThriftItUp India, and even Instagram thrift shops have blown up because Gen Z loves finding unique, second-hand pieces that tell a story. And globally, you’ve got Depop and ThredUp changing the way people shop.
But it’s not just thrift shops. Even big players are adapting. H&M’s Conscious Collection, Zara’s Join Life, and Levi’s SecondHand have all entered the sustainable fashion space because they know Gen Z is watching. In fact, surveys show Gen Z is more likely to cancel a brand if they find out it’s exploiting workers or harming the environment. That’s not just style, that’s activism.
And let’s talk about the brands Gen Z is actually vibing with right now. Zudio has literally become a hangout spot more than just a store. You walk in and you’ll see racks changing every few weeks, new prints, new fits, all at prices that don’t burn a hole in your pocket. Sure, the quality may not last you for years, but Gen Z doesn’t care about wearing the same tee for five years; they care about keeping up with the mood, the vibe, the trend of the moment. On the other hand, Westside feels like that older sibling who’s still cool but a little more polished. They’ve been leaning into quiet luxury, minimal chic, and even ethnic-fusion pieces that actually work for college, work, and even brunch. So while Zudio is all about “fast, fresh, fun,” Westside is more like “classy but still young,” and that balance is exactly why both of them are staying on Gen Z’s radar.
Instagram vs TikTok: The Platforms Leading This Shift
So, where is all this redefining happening? Two places: Instagram and TikTok. But both feel different.
Instagram is still about aesthetics, but Gen Z made casual posting a trend. The whole photo dump thing? That’s Gen Z saying, “I don’t need to curate a perfect feed, I’ll just post blurry selfies, my food, and my messy room, and that’s fine.” That’s a major shift from the polished influencer era.
TikTok (and Reels in India) is even more raw. Makeup trends like “crying makeup,” “clean girl aesthetic,” and even “ugly makeup” took over because people wanted to experiment, not just impress. The “bold eyeliner fail” videos or “dressing like my mood” reels are hilarious but also freeing. It shows beauty doesn’t have to be serious; it can be fun.
Why Gen Z Beauty Standards Matter More Than We Think
Some people say, “Okay, but isn’t Gen Z still obsessed with trends?” Sure, there’s still pressure, like the whole “snatched jawline” or “Korean glass skin” phase. But here’s the difference: Gen Z is aware of it. They talk openly about unrealistic trends, call them out, and still embrace individuality at the same time. Take body positivity, for example. Millennials often had the “love your body no matter what” message, which was good, but sometimes toxic, because it forced positivity all the time. Gen Z shifted it to body neutrality: “I don’t have to love my stretch marks, but I can accept them and not hate myself for it.” That’s a healthier mindset, don’t you think?
Brands Winning Gen Z’s Heart Right Now.
If you’re curious about which brands are nailing Gen Z beauty and fashion standards, here’s the tea:
Fenty Beauty – Rihanna broke the game with inclusive shades for everyone. Gen Z loves that inclusivity.
Rare Beauty by Selena Gomez – because it’s not just makeup, it’s also about mental health advocacy.
Urbanic, H&M Conscious, Zara Join Life – for fashion that feels trendy but is not blind to sustainability.
Indian Thrift Shops on Instagram – honestly, these are a goldmine for unique finds.
And then, even small beauty startups like Disguise Cosmetics (India) are thriving because they’re cruelty-free, vegan, and transparent, values Gen Z vibes with.
At the end of the day, Gen Z has shifted beauty from being about looking “perfect” to being about being real. It’s less about following a mould and more about breaking it. Yes, trends will always exist, but the difference now is, trends don’t define Gen Z; Gen Z defines the trends. Sometimes I think about how different things are now. Back then, people wouldn’t dare post a picture without filters. Now? Acne, scars, double chins, messy hair, it’s all part of the feed. And it’s not just tolerated, it’s celebrated. So yeah, maybe the beauty industry doesn’t fully control us anymore. Maybe we, especially Gen Z, are controlling it. And honestly? That feels like the kind of glow-up we all needed.