SA Stories

How Gen Z Is Transforming Beauty PR—And What Your Brand Needs to Do About It

Gen Z isn’t just influencing the beauty industry, they’re rewriting the rules. This dynamic, values-led generation is fast becoming the most powerful force in consumer behaviour, spending over £7 billion annually in the UK alone. For beauty brands, capturing Gen Z attention isn’t just a marketing goal—it’s a strategic imperative.

At SA Communications, we specialise in helping brands authentically connect with this emerging audience. As a leading beauty PR agency in the UK, our campaigns aren’t just designed to get attention, they’re built to resonate, convert, and endure.

Why Gen Z Matters to Beauty Brands

Born between 1997 and 2012, Gen Z is the first truly digital-native generation. They grew up with social media, expect immediate access to information, and care deeply about the values behind the brands they buy from. They’re savvy, sceptical, and they can’t be sold to in the traditional sense. This generation doesn’t just want to buy beauty products, they want to believe in them.

So what does that mean for your PR strategy?

The New Rules of Gen Z Beauty PR

To connect with Gen Z, PR can’t be a one-size-fits-all press release strategy. It needs to be multi-dimensional, emotionally intelligent, and deeply digital.

Here’s what today’s most effective Gen Z PR strategies include:

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1. Multi-Platform Storytelling

Gen Z doesn’t live on one platform, they bounce between TikTok, Instagram, Snapchat, YouTube, Pinterest, and Reddit, sometimes all in a single scroll session. That means your brand narrative needs to flex across channels, formats, and tones. It’s just as vital for you to feature in Glamour but it’s also then vital for you to follow their journey through a TikTok GRWM or a creator’s unfiltered ‘first impressions’ reel.

We build PR strategies that are platform-fluid, repurposing media moments into creator content, podcast talking points, LinkedIn narratives, and more.

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2. Creators > Campaigns

Gen Z doesn’t want to be spoken at. They want to see real people using real products with real results-and they trust creators far more than celebrities or brand spokespeople. Micro-influencers and community-led voices have more sway with this audience than ever before.

At SA Communications, we build creator-first campaigns that spotlight authentic voices. We focus on long-term creator partnerships that drive sustained visibility, not just one-off #spon moments.

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3. Shared Values Come First

From sustainability and inclusivity to mental health and transparency, Gen Z aligns with brands that reflect their values. This is a generation that expects brands to stand for something – and to back it up with action.

That’s why every PR campaign we create is grounded in your brand’s deeper purpose. Whether it’s aligning your launch with a cultural moment or building a bigger conversation around your founder’s story, we ensure your values shine through—loud and clear.

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4. Two-Way Conversations

PR used to be about sending messages out. For Gen Z, it’s about inviting conversation in. Whether it’s through UGC, comments, DMs, or creator Q&As, the new model of communications is built on interaction, not interruption.

We help brands build communities, not just audiences, by weaving reactive content, Q&A-driven storytelling, and social listening into every activation.

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Speaking Gen Z – Fluently and Credibly

At SA Communications, we don’t just help beauty brands talk to Gen Z. We help them become part of the conversation.

As the UK’s leading beauty PR agency, we specialise in bridging the gap between editorial credibility and cultural relevance. Our award-winning campaigns are built around meaningful storytelling, digital integration, and relationships that convert – across every channel Gen Z touches.

From emerging skincare start-ups to established haircare giants like Hairburst and TikTok sensations like P.Louise, we’ve helped brands grow with Gen Z; not just to go viral for a moment, but become trusted, long-term favourites.

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Ready to Future-Proof Your Brand?

If you’re serious about connecting with Gen Z beauty consumers, and building a brand that stands the test of time, we’d love to help. Let’s talk about how we can make your message matter.

Image credit to Tanvi Madkaiker via Pinterest.