The way consumers shop for beauty products is under constant change. Consider a mother who drives her TikTok-obsessed daughter to Sephora every other week. She remembers the simplicity of walking into CVS and choosing the cheapest option.
Meanwhile, her daughter arrives at the store armed with screenshots of influencer-approved must-haves. This generational contrast illuminates the evolving nature of the beauty customer journey. A journey that has evolved into a dynamic, tech-driven experience.
For beauty brands, this shift presents both an opportunity and a challenge. Gen Z and Millenials are rewriting the rules of discovery, consideration, and purchase. They expect personalization, inclusivity, and the seamless integration of digital and physical experiences.
The question is: are you ready to meet them where they are?
Awareness: where the beauty meets the scroll
The modern beauty customer journey begins where Gen Z and Millennials spend most of their time: online.
With 35% of Gen Z spending over four hours a day on social media, platforms like TikTok, Instagram, and YouTube are critical for beauty product discovery.
For Millennials, who are the world’s biggest beauty shoppers, social media is equally significant but with a twist. Instagram reigns supreme for this demographic, where beauty bloggers and influencers provide inspiration and trusted recommendations.
Millennials also value ethical considerations, favoring brands that champion sustainability and inclusivity.
✧ What smart brands do:
- Show your product where they already are: on TikTok, Instagram, and YouTube.
- Create virtual try-ons that let users “try before they buy.”
- Partner with influencers who don’t just sell, but advocate inclusivity and sustainable practices.
Consideration: from interest to intent
When considering their options, both Millennials and Gen Z dig deep.
One shopper notes:
“When I need a product, I just Google search ‘holy grail drugstore makeup Reddit’. Then, when I learn of a specific product, I Google that and look for discussions on Reddit.”
Not everyone is so keen on exploration. Female millennials, in particular, are known for their brand loyalty. They tend to stick to products they’ve already tested, often only considering products from the same range.
✧ What smart brands do:
- Make your reviews impossible to miss. Put them front and center on product pages.
- Offer loyalty programs that reward repeat customers with discounts, perks, or early access.
- Be transparent about your products. Break down the why behind every ingredient and benefit.
Decision: sealing the deal with AI
The decision phase in today’s beauty journey often hinges on technology. Beauty AR, like Arbelle’s solutions, offers a seamless way for shoppers to test products without stepping into a store.
This feature is particularly valuable for Millennials and Gen Z, whose makeup customer journey often happens online.
One shopper says:
“I like the virtual try-on to see what tones are flattering on me or with a certain look. It’s a lot easier than trying on a bunch of my lipsticks because it makes my lips really dry and irritated and it can ruin the foundation around my mouth while removing it.”
Virtual try-on technology isn’t just engaging, it’s boosting sales performance. Tarte Cosmetics saw a 200% sales increase after launching virtual shade-matching, while Aveda’s hair color simulation drove a 112% surge in website engagement time.
But don’t write off physical stores just yet. Gen Z loves combining online discovery with in-store experiences. They’ll try AR tools online, then head to MAC to sample. It’s the perfect blend of digital and physical—what the industry now calls “phygital beauty.”
✧ What smart brands do:
- Integrate makeup AR to let customers experiment with different looks instantly, building purchase confidence through virtual exploration.
- Add shade finder technology that takes the guesswork out of foundation matching, ensuring perfect color selection every time.
- Create a blended customer experience by bridging the physical with the virtual world.
Trends shaping the beauty customer journey
- Personalization: Both Millennials and Gen Z expect tailored recommendations. Brands like Arbelle are answering this call with AI-driven solutions that adapt to individual skin tones and preferences.
- Inclusivity: Adopting marketing that highlights the beauty in all of us, regardless of our skin color, hair type, age, gender, or body size.
- Sustainability: Millennials are particularly vocal about eco-friendly products, from vegan formulas to recyclable packaging.
Final thoughts
Today’s customer journey in the beauty industry blends screens, stores, and smart technology. We watch Gen Z swipe through virtual lipstick shades before heading to beauty counters. We see Millennials trust AI to match their foundation, and then stay loyal to brands that get it right.
This isn’t just change. It’s progress.
Smart brands know this. They’re turning phones into beauty counters and stores into playgrounds. They’re using technology to solve real problems: finding the right shade, trying new looks, building confidence, and providing valuable data in the process.
The winning formula? Simple. Meet your customers where they are. Give them tools that work. Create experiences that matter.
The future of beauty is already here. Time to join it.
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