In my largely Gen Z friend group, I’ve settled comfortably into the role of the “soft girl,” which makes sense as I like to describe myself as a…
Read more No Returns Necessary: These “Soft Life” Beauty Items Are 100% for Keeps“In order to give an honest review of a celebrity-owned product, it is important to put aside your admiration for the celebrity and focus on the product’s performance…
Read more Gen Z Only Uses Celeb Beauty Brands That Balance Relatability With AccessibilityGen Z Says is a bi-monthly column chronicling the latest trends in the fashion and beauty space through the lens of Who What Wear’s own Gen-Z editors. Expect…
Read more Get In, We’re Going Shopping: The 6 Cool Fall Trends Gen Z Is Buying This FallYou’re a content creator praised for your elegant style and founder of the skincare line, Marie Louise Cosmetics. What was the inspiration behind the brand? I launched it…
Read more Gen Z Loves TikTok-Viral Quiet-Luxury Beauty—Here’s WhyFive years from now when we consider the sweeping influence of TikTok-led aesthetic trends on the beauty industry (often positioned precariously at their intersection), failing to acknowledge the…
Read more TikTok’s Beauty Trends Are Inexplicably Fruity, and Gen Z Is Eating Them Up
