Its 2021. Were all social distancing, TikTok and Instagram reels are our modern-day equivalent of television, and were not afraid to flaunt that pesky blemish that cropped up overnight. Sounds accurate, right? You may want to thank Gen Z for that.Gen Z (the newest generation, born between 1997 and 2012) was thrown into the age of the internet and is probably the most digitally active group of all. Theyre dictating fashion trends (hello, tie-dye t-shirts), food fads, and making beauty products go viral (L'Oral Paris Voluminous Lash Paradise Mascara, were looking at you) on social media. Theyre in the loop about everything and if a 2019 paper by New York-based trend forecasting agency, WGSN, is to be believed, Gen Z is the most self-educated generation. With tips and tutorials available at their fingertips, theyre clear about what they like or dislike. This is especially true when it comes to beauty products. Skincare is the main focus of this generation, and it clearly highlights the need to be authentic and embrace your real self.Skin minimalism for the winGone are the days of a full-coverage foundation, Gen Z is all about keeping things natural, caring for, and loving the skin theyre born in. They steer clear of fads and swear by their tried and tested skincare routines. Multi-purpose formulas are highly appreciated, even more so if theyre purse-friendly as Gen Z hates adding to beauty waste. This is one reason why beauty connoisseurs in India flock to resellers to get their hands on cult favourite brand The Ordinary, well-known for its affordable and effective line-up.Real talk worksWith access to more products and information than ever before, Gen Z prefers to follow people who educate them. This is also why Yashwant Singh (@yashwantsngh and Isha Sutaria (@theskincareproject) both avid skincare influencers who opt for minimal routines that give maximum resultshave massive engagement on their Instagram pages. They keep it real (blemishes et al), thoroughly test out products before recommending them, and have unique, unbiased voices. Moreover, the fact that they believe skincare is highly personal makes it even more fun!Make-up is loved tooAccording to a 2021 report by Klarna, an e-commerce payment company, Gen Z loves its share of make-up too, particularly bright eye make-up formulas. Considering how face masks are here to stay (for a while at least), this isnt too surprising. They also love their products to be gender-fluid since make-up is a form of self-expression. This is another reason why youll see brands collaborating with people of all genders to promote their products.