Beauty Standards: Gen Z Authenticity vs. Millennial Glow-Ups — What Every Gen Z Should Know in 2026
Beauty standards are constantly evolving, shaped by culture, media, and generational values. Millennials popularised the “glow-up” culture—transformations that highlight beauty through effort, makeup, and style. Gen Z, in contrast, is championing authenticity, favouring unfiltered looks and embracing imperfections as part of self-expression.
Millennial Glow-Up Culture
For Millennials, the glow-up became a symbol of personal growth and confidence. It often meant investing time and money in skincare, haircare, fitness, and fashion to create a polished appearance.
- Focus: Transformation over time, showing progress and improvement
- Tools: Professional makeup, curated wardrobes, and sometimes cosmetic procedures
- Platforms: Instagram and YouTube tutorials
Gen Z’s Authenticity Movement
Gen Z values showing up as they are—sometimes literally, with no makeup and minimal editing. They are more likely to challenge unrealistic beauty expectations and normalize features that were once hidden or retouched.
- Focus: Real skin, natural hair, and individuality over conformity
- Platforms: TikTok, BeReal, and unfiltered Instagram posts
- Impact: Encourages self-acceptance and reduces pressure to maintain a “perfect” look
Key Differences Between the Two
- Millennials often equated beauty with visible transformation; Gen Z equates it with authenticity
- Glow-ups focus on enhancement; authenticity focuses on acceptance
- Millennials leaned on curated aesthetics; Gen Z embraces raw and imperfect images
Benefits of Each Approach
- Glow-ups: Boost confidence, encourage self-care, and inspire change
- Authenticity: Reduces comparison culture, fosters inclusivity, and promotes mental well-being
Potential Downsides
- Glow-up culture can create unrealistic expectations for constant improvement
- Authenticity can be performative if overly curated to “look natural”
How Social Media Drives These Trends
While Millennials leveraged Instagram for polished beauty showcases, Gen Z is using short-form videos and real-time sharing to redefine beauty narratives. Both generations influence how beauty brands create products, market campaigns, and represent diverse identities.
Blending Both Perspectives
Many people today are finding a middle ground:
- Enhancing appearance with makeup as creative expression
- Still embracing natural features
- Sharing both polished and unfiltered moments online