From sharing makeup techniques on TikTok to mastering their nighttime skincare routine, Gen Z is beauty-obsessed. This September, HCM fielded 750+ college women nationwide to talk about shopping behaviors, purchase decisions and attitudes towards all things makeup, skincare, fragrance and more. As your expert GenZologists who are on pulse of what Gen Z wants and needs, we’re here to help break down what they need when it comes to the world of beauty.

Here are our top takeaways:

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