Fragrance and personal care
November 1, 2022
This year's 48-page report reveals Gen Z’s cross-category preference for hyper-personalization and pared-down products. Image courtesy of Kyra Media
By Amirah Keaton
From the Cerave craze to the rise of the “clean girl” aesthetic on social media, Zoomers appear to be going back to basics across the board, for skincare, makeup and more.
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