For Millennials, clear values are beauty’s essential ingredient
Messaging once played on customers’ insecurities and anxieties to sell, but newcomers are building their brands on pillars of trust, inclusivity, diversity and sustainability.
Gen Z and Millennial customers are demanding more from their products – a progressive and transparent value system. Getty
Maeva Heim knew something had to change when the chemical relaxant she used to straighten her naturally curly-kinky hair exploded in her suitcase en route to the United States.
“I had been thinking about using more natural products for my skin and, by extension, my hair, so this was like a sign. I stopped straightening my hair, and started wearing it naturally for the first time in years.”
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