Can we all agree that Millennials and Gen Zs are into totally different things, especially when it comes to beauty?
We’re currently living in an era where everything is personal, intentional, and driven by values. When it comes to Gen Z beauty in Malaysia, it isn’t just about trends. Their approach feels refreshingly different, and it’s changing the way brands think.
So, what exactly are they looking for?
Related Read: 5 Western Makeup Trends for 2025 That You’ll Be Seeing On Every Hollywood Celeb
What Does Beauty Means to Gen Zs in Malaysia?
For Gen Zs, beauty isn’t about chasing perfection but rather a celebration of individuality and confidence in their own skin.
They value authenticity over airbrushing and prefer real skin to flawless filters. Whether they show up bare-faced or rock bold colours, it is all about expressing who they are and how they feel in the moment.
They are also more mindful of inclusivity, representation, and finding products that suit all skin tones and types. While global trends still catch their attention, they are becoming more interested in products that feel culturally relevant and are made with local needs in mind.
What Gen Z Wants in Skincare Products
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According to Hi-Q Marine Biotech, acne is one of the most common skin concerns among Gen Zs, largely due to hormonal changes during their teenage years and early adulthood. These shifts often lead to frequent breakouts.
In addition to acne, many also deal with dryness and enlarged pores, which has made them more intentional with their skincare choices.
They’re constantly on the lookout for products that provide real solutions for blemishes, hydration, and pore care—especially those suited for Malaysia’s hot and humid climate.
Source: Depositphotos
These smart shoppers often check the ingredients, read reviews, and make sure it’s worth their money before buying. It’s not just about how a product looks on their shelf or what’s trending anymore. But, they also want products that align with their values, deliver real results, and make them feel good using it.
Here’s what they’re looking for:
- Functionality: Products with honest results that live up to the claims
- Packaging matters: It doesn’t have to be fancy, but clean, fun, and shelf-worthy designs definitely catch their eye
- Ethical choices: Cruelty-free, vegan, halal-certified, and sustainable products earn major points
- Accessibility: Available both online and in-store
Hence, many skincare brands looking to connect with this generation are prioritising gentle yet effective formulas that address these key skin concerns.
Top Skincare Trends Gen Z in Malaysia Loves in 2025
Source: Depositphotos
Gen Z in Malaysia is approaching skincare with a fresh and thoughtful mindset. Instead of getting caught up in trends or marketing buzz, they tend to go for products that actually work, align with their beliefs, and fit seamlessly into their lifestyle.
Here are the top trends shaping their beauty choices in 2025:
1. Skinimalism
Forget over-layered routines and complicated regimens. In 2025, Gen Z is all about skinimalism, a minimalist approach to skincare that champions healthy, natural skin over heavy coverage.
Instead of crowding their shelves, they’re choosing multitasking products that simplify their routine while delivering visible results.
If you’re looking for a fuss-free routine, fan favourites like Krave Matcha Heartleaf Hydrating Cleanser (RM83) and Simple Kind to Skin Soothing Facial Toner (RM23.60) are great picks, known for their straightforward formulas and gentle, effective results.
They’re perfect for everyday use, especially if you want something that gets the job done without overwhelming your skin.
2. Barrier Repair
With more awareness around skin sensitivity, Gen Z is prioritising barrier health over quick fixes.
After learning the hard way through sensitivity and flare-ups, they’re reaching for ingredients that restore balance and build resilience, such as ceramides, niacinamide, and probiotics, to help heal and protect their skin.
Products like CeraVe Moisturising Cream (RM128.90) and Axis-Y Artichoke Intensive Skin Barrier Ampoule (RM88) are popular picks, thanks to their ability to deeply nourish and support the skin’s natural defences.
They’re especially loved by those with sensitive or compromised skin, as they help restore balance without causing irritation.
3. Clean and Conscious Beauty
Clean and conscious beauty is all about using products with simple, skin-friendly ingredients and knowing how they’re made. For Gen Zs, it’s not just about what goes on their skin, but they also care about choosing brands that are kind to animals and the environment.
They pay more attention to products that are cruelty-free, vegan, or even halal, and they care about things like recyclable packaging too.
@innisfreemy Have you BOTTLE RE:PLAY’ed yet? ♻️ Bring your #INNISFREE empties to any of our stores this month as we all take a step towards making Earth a lovelier place to live in! #INNISFREEMY #Raya #Eid #fyp #foryoupage #skintok #recyclebottle #BOTTLEREPLAY
That’s why more and more brands are moving in this direction. For instance, Innisfree has made strides with its recyclable bottles.
Meanwhile, brands like The Ordinary and Drunk Elephant stand out for their ingredient transparency, which helps Gen Z understand exactly what they’re putting on their skin.
Their commitment to ethical practices, such as being cruelty-free and avoiding unnecessary additives, also makes them a trusted choice among young, conscious consumers. On top of that, their straightforward approach to ingredients gives Gen Z the confidence to understand exactly what they’re putting on their skin.
4. Skincare as Self-Care
Beauty routines have now become a way to slow down, relax, and feel good. Whether it’s applying a serum before bed or using a soothing mask after a long day, skincare now doubles as a form of self-care.
And for Gen Zs, it isn’t just about treating breakouts or dryness; skincare is part of how they unwind and take care of themselves. Even with a simple routine, they make time to do it mindfully and get the most out of it.
That’s why they’re drawn to products like Laneige Water Sleeping Mask (RM142) and Glow Recipe Watermelon Glow Niacinamide Dew Drops (RM186), as they’re popular not just for their hydrating benefits, but also for helping to create a calming, feel-good moment at the end of a long day.
5. Skincare Infused With Makeup
One thing Gen Z loves is saving time. They’re not looking to pile on multiple products—instead, they go for ones with dual benefits. Skincare infused with makeup perks is a go-to, especially when it can hydrate, protect, and enhance in just one step.
From tinted sunscreens to plumping lip balms and setting sprays that double as face mists, these multi-use essentials fit perfectly into their quick, fuss-free routines.
Some go-to favourites include Supergoop!’s Mineral Glowscreen SPF 40 PA++++ (RM195), a tinted sunscreen that gives a soft, radiant finish while protecting the skin.
Another popular pick is the Glow Recipe Watermelon Glow Niacinamide Dewy Flush (RM127), a cheek serum that hydrates, brightens dark spots, plumps the skin, and adds a buildable flush of colour that blends in naturally.
