Unapologetic by Gotha Cosmetics Speaks to Skin-Savvy Gen Z
Laura McQuarrie — February 23, 2022 — Fashion
References: gothacosmetics & premiumbeautynews
Unapologetic by Gotha Cosmetics is a collection of color cosmetics that speaks to Gen Z consumers who are interested in genderless, expressive and inclusive products. The two-in-one genderless Skin Perfector Foundcealer takes the form of a hybrid serum that controls shine and simultaneously creates a primed canvas for the application of makeup. There's also the hydrating and priming More Dryness Skincare Essence with a fast-absorbing formula that leaves skin dewier and more radiant than before. Gotha is also meeting the needs and desires of Gen Z with the moisture-matte Cotton Candy Lipstick, Whipped Cream Lip Color and Dazzling Shifting Eyeshadow.
The brand describes its target consumers as being part of "a generation of skin savvy consumers that approach beauty with knowledge and raising demand on actually improve their skin, protecting and caring."
The brand describes its target consumers as being part of "a generation of skin savvy consumers that approach beauty with knowledge and raising demand on actually improve their skin, protecting and caring."
Trend Themes
1. Genderless Cosmetics - The trend towards genderless cosmetics offers opportunities for businesses to meet the demands of consumers who value inclusivity and self-expression.
2. Skincare-makeup Hybrids - The popularity of skincare-makeup hybrids presents an opportunity for innovative products that can simplify consumers' daily routines while still providing effective results.
3. Dewy Skin Effect - The trend towards achieving a natural, dewy skin look creates opportunities for businesses to develop products that can provide a healthy-looking glow without the use of heavy makeup or unnatural ingredients.
Industry Implications
1. Beauty - The beauty industry can capitalize on the demand for genderless, inclusive products that prioritize both skin health and self-expression, as seen with Gotha Cosmetics' Unapologetic collection.
2. Skincare - Skincare companies can develop innovative products that effectively prime the skin for makeup while simultaneously offering skincare benefits, meeting the demands of consumers looking for time-saving routines.
3. Makeup - Makeup companies can take advantage of the trend towards natural-looking makeup that highlights healthy, dewy skin for a more refreshed and youthful appearance.
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