Gen Z Is Urging Beauty Brands to Rethink Packaging and Ingredients

There was a time when beauty shopping was largely instinctive, driven by packaging, branding, or a product’s viral appeal. Today, that instinct is increasingly being replaced by scrutiny. 

Among Gen Z consumers in the Philippines, the act of buying beauty products has evolved into a more deliberate, informed process. It prioritizes not just how a product looks or performs, but what it contains, how it is packaged, and what the brand ultimately stands for.

This shift is not just something I’ve noticed. It is something industry insiders are observing in real time. According to Rustan’s Head of Marketing Jackie Avecilla, ingredient transparency has become one of the most decisive factors influencing purchasing behavior, even among younger consumers. 

“I feel, well, at least from the brands that we’ve been launching, customers really care so much about ingredients. They really look at it. I mean, even teenagers, young girls really look at that,” Avecilla explains. 

What was once the domain of skin care enthusiasts or professionals has now become mainstream knowledge, accelerated by access to information through social media platforms and digital communities.

For many Gen Z consumers, this awareness has fundamentally changed how beauty is approached. Ingredient lists are examined with the same attention once reserved for product claims, and terms like “plant-based,” “active ingredients,” and “clinical efficacy” have entered everyday vocabulary. 

This growing literacy has also created a more discerning market, one that is less easily persuaded by marketing language and more interested in formulations that align with personal values and skin needs.

Beauty consumers demand sustainable packaging

Parallel to this focus on ingredients is an equally strong concern for packaging and sustainability. 

Environmental consciousness, long a peripheral consideration in beauty consumption, has moved to the forefront for younger shoppers. “Packaging [is] very important. I notice especially the younger generation, they’re very concerned about packaging. They don’t like excessive packaging or there’s so much into recycling as well,” Avecilla notes. 

This heightened sensitivity to waste has led to increased support for brands that minimize excess, adopt recyclable materials, or offer refillable options. These practices are no longer seen as differentiators but as expectations.

From a consumer perspective, this translates into more intentional purchasing habits. Products are no longer evaluated in isolation but as part of a broader system that includes environmental impact and ethical responsibility. 

The appeal of a product is now inseparable from the values it represents, reinforcing the idea that sustainability is not simply a trend, but a standard that brands must meet to remain relevant. As Avecilla emphasizes, “And as long as the ingredients that we use align or resonate with what the customers are looking for, then that will work.”

What’s inside the bottle matters too.

Envato Images

Aside from the packaging, younger consumers are also very particular with the ingredients and the quality inside the bottle.

For example, skin care, increasingly viewed as foundational, is approached with caution and consistency. “With skin care, that’s where people or customers are more careful, they really stick to things that really work for them, or as soon as they see results, they really stick to those product innovations,” Avecilla notes. 

The emphasis on results has reinforced the perception of skin care as an investment, as it requires both financial and informational commitment.

Indeed, the pandemic period accelerated this mindset, prompting consumers to prioritize skin health over cosmetic enhancement. “They would rather invest in skin care more than any other beauty product,” she adds. 

This framing has contributed to the rise of simplified routines, moving away from previously popular multi-step regimens toward more streamlined approaches that focus on a few essential, high-performing products. “We noticed that people [are really] sticking to maybe just five. Some even [have] just three core products, and that’s their staple. That’s the trend we’re seeing now,” Avecilla observes.

How the fragrance industry is responding

Even in categories traditionally associated with indulgence, such as fragrance, the influence of sustainability and values-driven consumption is becoming increasingly evident. 

Brands are responding by introducing refill systems and reducing packaging waste, aligning with the expectations of environmentally conscious consumers. “We see a lot of fragrance refills. It makes you feel good that even if you keep buying, somehow you’re contributing to help save the environment,” Avecilla explains.

At the same time, fragrance continues to serve as a deeply personal form of expression, particularly among younger consumers who are driving demand for niche and luxury scents. 

This willingness to invest highlights a key characteristic of Gen Z consumption: a preference for fewer, more meaningful purchases over indiscriminate accumulation.

Informed shoppers are demanding more.

Consumers are no longer passive recipients of brand messaging; they are active participants in shaping industry standards. “I think it’s beyond the ingredients and the packaging, it’s really also what the brand stands for,” Avecilla emphasizes.

For Gen Z, beauty is no longer just about appearance, but also about alignment. And in an increasingly saturated market, brands that fail to recognize this shift risk being left behind by a generation that is not only informed, but unafraid to demand more.