Gen Z Skincare Behavior in Singapore: What Young Consumers Actually Do (Insights from Our Market Research)
Every brand wants Gen Z. Few understand them. The assumptions about young Singapore consumers—that they're entirely digital, price-insensitive, and loyal to influencer recommendations—turn out to be half-truths at best.
According to Singapore Department of Statistics, residents aged 15-24 number approximately 450,000—a significant consumer cohort now entering the workforce and forming brand loyalties that will persist for decades. Enterprise Singapore's retail data shows beauty and personal care among the fastest-growing e-commerce categories, with young consumers driving online adoption.
Understanding what Gen Z actually does matters more than what older generations assume about them.
What We're Observing
The Ingredient Literacy
Gen Z consumers know more about skincare ingredients than any previous generation at the same age. They can discuss retinol percentages, niacinamide benefits, and which actives shouldn't be combined. This knowledge comes from TikTok, Instagram, and dedicated skincare communities.
But knowledge doesn't always translate to action. Many Gen Z consumers know elaborate routines they don't actually follow. The gap between skincare expertise and skincare behavior is wider than for older consumers who simply do what works without theorizing about it.
The Health Sciences Authority (HSA) notes increasing consumer inquiries about cosmetic ingredients—a trend driven largely by younger consumers researching before purchase.
The Anti-Brand Paradox
Gen Z claims to reject traditional branding in favor of authenticity and transparency. They exhibit strong brand loyalty when brands signal the right values—sustainability, inclusivity, "realness." They're selective about which brands earn trust rather than anti-brand.
The brands they reject feel corporate, try too hard, or talk down to them. The brands they embrace often have strong social media presence and founder-led storytelling.
The Budget Reality
Despite stereotypes, Gen Z Singapore is budget-conscious. Ministry of Manpower data shows median starting salaries for fresh graduates around SGD 4,000-4,500 monthly. After CPF, rent contributions, and living costs, discretionary spending is constrained.
They'll splurge selectively on products that matter but seek value elsewhere. The assumption that young consumers will pay anything for the right brand misreads their economic reality.
Consumer Segments Within Gen Z
The Skincare Enthusiast treats skincare as hobby. Follows dermatologists, researches ingredients, maintains elaborate routines. Small segment but highly influential among peers.
The Practical Minimalist wants clear skin with minimum effort. Looking for simple, effective routine. Skeptical of complexity. Responds to "this is all you need" messaging.
The Social Follower buys what's trending on TikTok. Tries viral products, moves on quickly. Brand loyalty nearly zero. Chases novelty.
The Anxious Researcher knows a lot but feels overwhelmed. Can't commit to a routine because there's always more information. Paralyzed by choice.
Research Framework: Gen Z Decision Journey
How Gen Z Singapore Discovers and Chooses Skincare
| Stage | Primary Channels | Key Behavior |
|---|---|---|
| Discovery | TikTok, Instagram Reels, YouTube Shorts | Passive absorption, saves interesting content |
| Research | Reddit, YouTube reviews, brand websites | Active investigation, ingredient checking |
| Validation | Friends, peer reviews, multiple opinions | Confirmation seeking, "has anyone tried this?" |
| Purchase | Shopee, Lazada, Sephora, Watsons | Price comparison, looking for deals |
| Sharing | Instagram stories, TikTok, close friends | If it works well OR fails spectacularly |
The journey rarely runs linear. Consumers may loop back to research multiple times before purchasing.
Tool: Gen Z Trust Signals
What Builds vs. Destroys Credibility with Gen Z Skincare Consumers
| ✅ Builds Trust | ❌ Destroys Trust |
|---|---|
| Real before/after from normal people | Overly polished influencer content |
| Ingredient transparency | "Proprietary formula" vagueness |
| Founder story with genuine expertise | Corporate brand-speak |
| Honest about limitations | Miracle cure promises |
| Dermatologist endorsement | Celebrity endorsement (reads as paid) |
| Reasonable prices | "Affordable luxury" positioning |
What Gen Z Wants That Older Segments Don't
Education over claims: They want to understand why a product works, not just that it does. Brands that teach build loyalty.
Customization freedom: Cookie-cutter routines frustrate them. They want to build their own approach based on their specific concerns.
Community belonging: They want to be part of something, not just a customer. Brands with genuine community (not manufactured community) win.
Environmental awareness without greenwashing: They care about sustainability but have sharp detectors for performative environmentalism. NEA's climate surveys show younger Singaporeans reporting higher environmental concern than older cohorts.
Mental health acknowledgment: They connect skincare to self-care and mental health more than older generations. Brands that acknowledge this connection resonate.
Questions Worth Exploring
For legacy brands: Does your marketing feel like it's talking to Gen Z or at them? Would they share your content with friends, or does it feel embarrassing?
For indie brands: How dependent are you on trends? If TikTok algorithm shifts away from your product, what's your sustainable base?
For retailers: Does your Gen Z customer behave differently online versus in-store? Are you capturing that nuance?
Gen Z isn't a monolith. The young consumers brands imagine don't match the diverse reality. Understanding actual behavior reveals real opportunities.
At Singapore Insights, we design research that captures how young consumers actually behave. If you're targeting Gen Z in Singapore, let us have a conversation. You can also write to our Research Lead, Felicia at felicia@assembled.sg or give us a call at +65 8118 1048.
