In a recent panel discussion, young beauty founders Cheung, Sulewski, and Mutyala shared their insights on launching beauty brands targeted towards Gen Z. Each founder emphasized the importance of starting small and learning from their customers. Sulewski, for example, initially launched Cyklar with just one body cream before expanding her product range based on feedback.
One key takeaway from the panel was that being a creator-founder does not guarantee success with Gen Z. While their followers may already be familiar with their brands, it’s essential to reach beyond their existing audience to grow. According to Mutyala, there is a limit to how much you can expand within your own circle of followers.
The discussion also touched on common myths surrounding Gen Z. Ziad Ahmed highlighted the importance of co-creation, honesty, and collaboration in showcasing values to this generation. The shift towards aspirational unapologeticness was noted, with a focus on authenticity and self-expression rather than perfection and performance.
While digital strategies were a major focus of the event, Pia Mance of Heaven Mayhem suggested that Gen Z values offline connections as well. Hosting community events and building relationships with customers in person has been a successful approach for her brand. Similarly, Sahar Rohani of Soshe Beauty emphasized the importance of hiring Gen Z employees and engaging with brand fans who are eager to work for them.
Overall, the panel discussion shed light on the diverse preferences and behaviors of Gen Z consumers. By staying authentic, building strong relationships, and being open to collaboration, beauty brands can effectively connect with this generation.
