If there's one generation rewriting the rules of wellness, it will be Generation Z. Born between 1997 and 2012, these digital natives are not just trend-followers; they’re trendsetters. Their influence is mainly evident in the beauty and health sectors. But what’s behind this ongoing wellness revolution? Why is Gen-Z spending big on skincare, supplements, aesthetic treatments, gym memberships, and holistic well-being?
The answer lies in a unique combination of factors: social media, pandemic trauma, financial independence, evolved beauty ideals, and a fierce sense of self-expression. Let's dive deep into the minds and motivations of this generation.
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1. Beauty Reimagined: More Than Skin Deep
Gone are the days when beauty meant fair skin and conventional looks. Gen-Z has redefined beauty into something inclusive, fluid, and expressive. Their interpretation of aesthetics is not about fitting into a mould—it’s about standing out. Blue hair, gender-neutral makeup, clean skincare, and conscious ingredient lists are just the beginning.
Dr. Rashmi Shetty, a leading cosmetic dermatologist, says Gen-Z’s obsession with putting their best foot forward isn’t limited to special occasions. It’s a lifestyle. From workplace meetings to casual coffee dates, they want to look and feel their best. This shift is also why natural, science-backed wellness brands like Preserva Wellness are gaining popularity, as they provide clean, functional solutions for long-term health and beauty.
In India, this trend is catching fire. According to a Statista report, the skincare market in India is expected to cross INR 30,000 crore by 2026, with Gen-Z contributing significantly through their preference for serums, sunscreens, and derma-approved routines.
2. Social Media: Their Beauty Playbook
Instagram, Facebook, and YouTube are not just entertainment platforms for Gen-Z—they are their go-to guides for beauty and wellness. The hashtag #healthcare has over 15 million views on Reels alone. Influencers, dermatologists, nutritionists, and even therapists are part of their digital wellness ecosystem.
Gen-Z doesn’t just consume content—they engage with it. They DM brands, comment on posts, attend live Q&As, and demand transparency. They want to know what’s inside their products, how it was sourced, and whether it aligns with their ethical compass. This is where brands like Preserva Wellness shine, with complete ingredient transparency, plant-based formulations, and clear communication on product benefits.
As per a 2024 Deloitte report, nearly 70% of Gen-Z consumers in India prefer brands that communicate authenticity and respond to customer concerns on social platforms. Brands that appear too scripted or “salesy” are often called out or cancelled.
3. Pandemic Perspective: Health Is the Real Wealth
The pandemic wasn’t just a global health crisis—it was a formative experience for Gen-Z. It shaped their perception of health, mortality, and self-care. From COVID-induced anxiety to the realisation that health is non-negotiable, the aftermath has made Gen-Z one of the most health-aware generations.
Mental wellness, once a hushed topic, is now front and centre. Apps like Calm and Headspace, therapy content creators, and digital journaling tools have become everyday staples. In India, there’s been a 300% increase in teletherapy usage among people aged 18–28 since 2020 (as per a YourDOST report).
Physical wellness, too, has seen a revamp. This generation embraces hybrid fitness models- combining yoga, HIIT, mindful eating, herbal supplements, and even biohacking. Many are turning towards trusted natural health solutions such as Preserva Wellness Aloe-Curcumin Juices to support immunity, digestion, and overall vitality. Wellness isn't a Sunday activity anymore, but a way of living.
4. The Drive to Excel: Look Good, Feel Better, Perform Best
With success stories of teen startup founders, YouTube millionaires, and influencers as young as 17 making it big, Gen-Z is highly self-aware and ambitious. This relentless drive to excel is deeply intertwined with how they manage their bodies, minds, and appearances.
Looking good is no longer vanity—it’s a professional asset. Confidence, after all, is easier to carry when you feel your best. Gen-Z believes in investing in their appearance to present themselves powerfully, whether in a Zoom interview or on a creator’s stage.
Unlike Millennials, who might have viewed self-care as a luxury, Gen-Z sees it as a non-negotiable investment. According to McKinsey’s Future of Wellness 2024 Report, Gen-Z allocates a larger share of their disposable income to appearance and health-related products than any other generation. This is why nutraceutical brands like Preserva Wellness, which offer root-cause-focused solutions, are finding strong resonance with this generation.
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5. Financial Freedom and Digital Hustles
Gen-Z is financially more independent than their predecessors. Freelancing, content creation, dropshipping, and influencer gigs have given them early access to disposable income. Many of them start earning in their teens and are financially literate by their early twenties.
This autonomy is reflected in how they spend. Instead of waiting for a paycheck or parental approval, they’re buying healthcare subscriptions, booking appointments, and investing in gym memberships or therapy sessions on their terms.
In India, platforms like Meesho and Instagram Shops have turned many Gen-Zers into entrepreneurs. According to a Redseer report, nearly 40% of Indian Gen-Z have tried running an online side hustle. This also means they actively seek efficient, no-fuss health products—such as Preserva Wellness herbal supplements—that fit into their busy, on-the-go lifestyles.
6. Sustainable, Transparent and Proud
For Gen-Z, how a product is made matters as much as what it does. They’re increasingly choosing naturally-made, cruelty-free, vegan, paraben-free, and plastic-free options. Brands that greenwash or fake eco-consciousness are quick to lose favour.
They are also not ashamed of their choices. Vanity is no longer a dirty word. Whether it’s flaunting their latest gut cleanser or posting a 'Get Ready With Me' (GRWM) video, Gen-Z is loud, proud, and honest about their beauty and wellness investments. The authenticity and sustainability standards upheld by Preserva Wellness strongly align with these values, making them a preferred choice for conscious consumers.
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7. The Indian Gen-Z Wellness Boom: Local Meets Global
India’s Gen-Z is a fusion of ancient wisdom and modern technology. They’re sipping turmeric lattes while researching Korean skincare. Brands like Preserva Wellness, which offer natural curcumin-based products, are gaining traction for blending Ayurveda with innovation.
There’s also a shift towards functional wellness- juices, supplements, and tonics that do more than hydrate or taste good. As per Nielsen India, the nutraceuticals market is expected to hit USD 18 billion by the end of 2025, and Gen-Z is a major driving force.
A Generation of Intentional Consumers
The Gen-Z wellness revolution isn’t about indulgence—it’s about intention. They’re not chasing trends blindly; they’re curating lifestyles that align with their values, aspirations, and authenticity. Be it a skincare serum, a digital detox retreat, or a yoga mat made from recycled rubber, every purchase has a purpose.
And perhaps the most refreshing part? They’re unapologetic about it.
So, if you’re wondering why Gen-Z is spending big on beauty and health, it’s because for them, wellness is not just about living longer. It’s about living better, bolder, and beautifully on their own terms.