Unidays, student perks platform has surveyed its members on their favourite beauty products so you don’t have to
In a landscape dominated by TikTok trends and Instagram inspiration, it’s often tricky to know what is truly making its way onto young people’s shelves.
Unidays Beauty Awards 2024 unveils the products and retailers Gen Z swear by. This year, over 20,000 beauty-savvy students from the UK and US have spoken and voted for the most desirable products to spend their pennies on.
On the winners Jessica Hewitt, Category Lead for Beauty at Unidays, said: ‘We’ve amplified our members’ voices to tell the industry exactly what Gen Z loves right now. As our research shows, this young but powerful consumer segment is incredibly well-researched and willing to spend more on the products they love, which sets them apart from previous generations and makes them incredible brand ambassadors.’
And, the award goes to:
Best face + base product
In the UK, Charlotte Tilbury’s Hollywood Flawless Filter secured 31% of the votes for the best face and base product, reinforcing its status as a luxurious must-have. However, in the US, a more budget-friendly dupe took the spotlight: CVS’s e.l.f. Halo Glow Liquid, which claimed a quarter of the votes.
This shift highlights Gen Z’s savvy approach to beauty, blending high-end staples with accessible, high-street alternatives and the rise of dupe culture.
Must-have hair care
In the Must have Hair Care category, the Beauty Awards revealed an interesting split in preferences between UK and US consumers.
In the UK, over half of all voters (51%) chose the Dyson Air Wrap as their go-to hair tool, reaffirming its status as a staple for achieving salon-worthy styles at home. Meanwhile, 38% of US members favoured a different kind of haircare favourite: CVS’s Mielle Rosemary Mint Scalp and Hair Strengthening Oil.
This contrast raises questions about the beauty habits and priorities of Gen Z in these two markets. The Dyson Air Wrap’s popularity in the UK is undoubtedly down to the lingering effects of lockdown, which made at-home styling tools a necessity. It’s further reinforced by the high price point of this purchase, proving that the British Beauty consumer is ready to invest in salon-like locks.
The preference for Mielle Rosemary Mint Oil in America suggests a focus on hair health and care, with consumers leaning towards products that promote growth and strength. It’s also a nod to the role of drugstores and mass marketplaces for consumers in the US.
Sexual Wellness
The awards spotlighted young people’s interest in sexual wellness, with vibrators and menstrual cups taking top spots.
Lookfantastic’s So Divine Pask Ribbed Vibrator Pink, received 24% of UK votes whilst Vush’s Let’s Flow Menstrual Cup, saw 29% of votes taking it to the top in the US – indicating a strong focus on practical, sustainable options.
WGSN’s report ‘The Beauty of Sex’ reinforces the rising interest in sexual wellness as part of beauty routines. The report reads: ‘As sexual wellness moves into the beauty sphere, brands and businesses that take a holistic approach to self-care are well-positioned to expand their offerings into this category.’
The Unidays Beauty Awards 2024 offers a clear snapshot of what’s capturing the hearts and minds of Gen Z. With the power to influence trends and drive brand loyalty, Gen Z continues to redefine the beauty industry.
Learn more about the winners here.
