Inside the Gen Z beauty mindset | Untangled Newsletter

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Sector Spotlight 💡

BEAUTY BRAND INNOVATION

Beachwaver Co. Sets the Standard for DTC Luxury Haircare Success

Beachwaver Co. is an independent, female-founded hair tool and haircare brand leveraging DTC, eCommerce, TikTok, and retail channels like Ulta and Target, with projected 2025 revenues of $150–$200 million. Its competitive edge stems from product patents, rapid response to consumer feedback, community-building, and a focus on accessible, sustainable solutions.

For marketers, Beachwaver exemplifies data-driven omnichannel success, strong brand storytelling, and community engagement that directly fuels retail performance.

BEAUTY PRODUCT INNOVATION

Sky Organics Launches New Curl and Scalp Products for Luxe Hair Care

BEAUTY PRODUCT INNOVATION

Discover Women's Health Beauty Awards 2025 Featuring Top Picks in Skin, Hair, Makeup

Women’s Health Beauty Awards 2025 rigorously vetted over 1,000 new beauty products, naming top-performing solutions in skincare, haircare, makeup, body, and oral care. Marketers gain direct insights into consumer preferences, trending ingredients, and efficacy-driven product features fueling demand. This intelligence informs product development, eCommerce strategy, and campaign messaging calibrated to current market expectations.

BEAUTY MARKET TRENDS

Recession Hair: How Economic Shifts Are Transforming Hair Trends and the Salon Industry

Economic uncertainty is driving salon clients toward low-maintenance hair trends, prompting a shift to options like recession blonde or brunette and stretchable styles. Marketers and salon professionals should focus on service menus and messaging that highlight flexibility, value, and ongoing client relationships to navigate reduced spending. The beauty sector remains resilient, but adapting offerings based on evolving client needs is crucial.

BEAUTY MARKET TRENDS

Gen Z Demands AI, Transparency, and Personalization in Modern Beauty Experiences

Gen Z’s buying habits are reshaping the beauty industry, demanding AI-driven personalization, transparency in ingredients, and sustainability as non-negotiable standards. With 40% higher purchase intent and engagement, Gen Z seeks seamless, credible digital experiences—prompting marketers to adopt advanced, localized eCommerce, social media integration, and clear value alignment to earn long-term brand loyalty.

Influencer Corner 📢

Optimization Hub ⚙️

PERFORMANCE MARKETING

Google Ads Essentials for Building Profitable, Efficient Campaigns That Drive Results

Setting up a Google Ads campaign that delivers measurable ROI requires marketers to focus on precise keyword research, tightly themed ad groups, conversion tracking, and disciplined budget management. Effective campaigns prioritize search intent and avoid wasted spend by excluding broad match and vague keywords. This approach grants actionable clarity, making it essential for professionals aiming to maximize efficiency in eCommerce and service-based lead generation.

CTV MARKETING STRATEGY

Connected TV Delivers Precision, Performance, and Elegance in Modern Advertising

CTV advertising is gaining traction as marketers react to tariff-driven economic uncertainty by reallocating budgets from linear TV to measurable, performance-focused channels. With 81% of U.S. advertisers prioritizing accountability, CTV’s advanced targeting and real-time optimization ensure both reach and ROI without sacrificing visibility. This shift offers marketers actionable ways to make every media dollar more effective in uncertain conditions.

DELIVERY INNOVATION

Walmart Expands Delivery Reach to 12 Million More Households Using Advanced Mapping

Walmart’s adoption of geospatial data science technology expands delivery coverage to 12 million more U.S. households, offering improved accuracy and real-time logistics that facilitate same-day service and consolidated order fulfillment. Marketers should note this as a critical shift in last-mile delivery capabilities, redefining consumer access and expectations in eCommerce fulfillment.

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