Why is Gen Z so obsessed with elaborate, full face makeup?

Those born between 1997 and 2012, officially known as Generation Z, grew up online. They have spent their entire lives googling, watching YouTube, taking selfies and dancing and watching beauty tutorials on TikTok, their main social network. And all the hours invested have their impact. If we compare Generation X (born between 1965 and 1980), which tries to keep the mirror time to a minimum and uses minimalist products designed for working women, with the members of Gen Z, who enjoy never-ending beauty routines, the difference is clear. Their full face sessions involve concealer, foundation, contour, blush, highlighter, lip gloss, powder and setting sprays. They use brushes and sponges, practice techniques like baking and contouring, and know what lip combo is trending.

The fascination with makeup in adolescence as a way to own the transition to adulthood is nothing new. It is a means to express yourself, fit in, look good and rebel, all at the same time. So what has changed? The difference is that all the time spent watching tutorials has provided them with in-depth knowledge of the product and its applications. According to data from the influencer marketing platform Kolsquare, the average age of TikTok users in the United States is between 11 and 24 years old, and they devote an average of 80 minutes a day to...