Harry Styles has made a foray into the beauty industry with his own make-up brand, Pleasing. It offers gender-neutral and sustainable products that aim to enhance an individual’s natural self – in keeping with the inclusivity and diversity that many people now expect from the beauty industry.

Largely driven by their success on TikTok and accessible price points, CeraVe and e.l.f. Cosmetics have been ranked as the most popular beauty brands for Gen Z. Both brands have worked hard to foster a sense of connection online, appealing to Zers through the power of engaged, trusted communities.

Isamaya Beauty is a cult beauty brand representing constant transformation and challenging conventional beauty standards. Its seasonal collections, created by make-up artist Isamaya Ffrench, appeal to Gen Zers using make-up as a way to articulate shifting self-expression over a more fixed identity.