Gen Z’s New Minimalism: What It Means for Brands in Fashion & Beauty
Gen Z isn’t tired of trends, they’re tired of noise. Loud graphics, heavy makeup, fast fashion hauls, 10-step routines… they’re cutting through the chaos and choosing products, brands, and aesthetics that feel clean, calm, and intentional. Minimalism has become one of Gen Z’s most dominant aesthetics (36% UK, 41% US)¹ not the beige, basic minimalism of the past, but a curated, polished version rooted in identity and values.
What New Minimalism Actually Is?
Gen Z has redefined minimalism into the clean-girl aesthetic: dewy skin, glossy lips, light coverage, clean brows, neutral tones, effortless hair. Vogue calls it “pared-back, natural-leaning” beauty², fresh, simple, and quietly confident.
The same clarity shows up in fashion. Instead of loud prints or microtrends, they’re choosing everyday staples: white tees, tailored trousers, oversized blazers, gold hoops, and neutral palettes. It’s quiet luxury without the luxury price tag, wearable, timeless, and elevated.
Their routines reflect the same mindset. Gen Z wants products that do more with less:
- shorter routines
- multifunctional items
- skincare before makeup
- ingredients they actually understand
And they’re willing to pay for it. 66% will pay more for sustainable fashion,³ 67.7% say sustainability matters in beauty, and 56.2% would pay extra for sustainable or ethically sourced products.⁴ Minimalism for this generation isn’t just a look, it’s a value system.
Why Minimalism Performs in Marketing?
This shift matters because it changes what works creatively.
Gen Z scrolls past anything that feels frantic: heavy graphics, over-editing, aggressive hooks. Their feeds are overstimulated, so minimalism becomes a pattern break.
Clean, modern creative performs because it feels:
- Premium due to simplicity
- intentional, not chaotic
- calming, not overwhelming
- trustworthy, because it’s clear and easy to process
Minimal doesn’t mean “boring”, it means focused. One product. One message. One feeling. That clarity converts.
Rhode: Gen Z Minimalism Done Perfectly
No brand captures this shift better than Rhode. Hailey Bieber’s brand didn’t win because it shouted the loudest, it won because it delivered exactly what Gen Z already wanted: a small edit of high-performing essentials, calm creative, and a clean-girl lifestyle aesthetic executed with precision.
Rhode’s world is consistent: cool neutrals, simple typography, dewy textures, clean spacing. The tone is soft and confident. The products are multifunctional and skin-first. And the brand values simplicity, authenticity, transparency, quality, which map directly to Gen Z expectations.⁵
In a survey of Gen Z fans, 86% said the branding and marketing is what drew them to Rhode.⁵ And in 2025, e.l.f. acquired Rhode for up to $1B, after the brand hit ~$212M in annual sales.⁶ Minimalism didn’t limit Rhode, it scaled it.
How Beauty Brands Should Market to Gen Z?
- Lead with skin-first benefits: Gen Z wants makeup that supports skin, not covers it. Messaging around hydration, dewiness, barrier support, and healthy-skin glow consistently outperforms heavy, full-coverage positioning.
- Use a clean aesthetic: Real skin. Natural light. Calm bathroom settings. Soft voiceovers. Minimal on-screen text. No chaotic editing. The creative should feel fresh, polished, and effortless, not loud or overstimulating.
- Choose creators who already live the lifestyle: Creators with routine-led content, wellness-adjacent habits, and clean-girl energy convert better because their lifestyle already mirrors Gen Z’s aspirations. Authenticity beats performance every time.
- Prioritise aesthetic packaging, premium product visuals: Gen Z gravitates to products that look good on their shelves and in their content. Clean, cohesive packaging and tight, elegant product shots signal quality. Think Rhode or Charlotte Tilbury, not chaotic, dated, cluttered branding. Smooth lines, cohesive tones, soft finishes. When packaging feels considered, the brand feels premium.
- Sell the feeling, not just the formula: Gen Z buys brands that reflect how they want to feel. Charlotte Tilbury doesn’t just sell makeup, it sells confidence, glowiness, and that aspirational, put-together identity.
How Fashion Brands Should Market to Gen Z?
- Make your ads feel alive, not flat: Gen Z doesn’t want sterile ecommerce shots. They want movement, personality, and real-world energy. Show clothes in action: walking, turning, layering, interacting with the city. Ads should feel cool, dynamic, and editorial without being overproduced.
- Highlight quality through close-ups and texture: For brands built on craftsmanship, quality should be a creative asset. Use tight texture shots, stitching details, fabric movement in the wind, hands adjusting collars or cuffs. These micro-moments make premium feel tangible and elevate perception instantly.
- Show identity, not just outfits: Gen Z buys fashion that represents culture. For some, it’s subculture. For others, it’s quiet confidence or tactical streetwear with a story. Your creative should communicate the world of the brand the mood, the music, the environment, the attitude.
- Sell the feeling of belonging: Gen Z buys fashion that says: “If you wear this, you get it.”Not hype. Not noise. Just confidence and cultural alignment.
Stand out by stripping back!
Minimalism isn’t just an aesthetic, it’s a new way Gen Z decides what to trust. Brands that understand this shift and show up with clarity will win.
Bravada helps you get there. We build creative that feels modern, clean, and culturally aligned and we turn that into performance.
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Sources
- We Are Pi / Pion – Gen Z aesthetics data
- Vogue UK – Clean-girl aesthetic rooted in minimalism
- Printful – 66% of Gen Z will pay more for sustainable fashion
- Attest – Sustainability importance + willingness to pay in beauty
- Intersect Magazine – 86% of Gen Z drawn to Rhode’s branding/marketing
- AP News – Rhode acquired by e.l.f. for up to $1B