Gen Z &
MAC Cosmetics
Project Overview
MAC Cosmetics has long been celebrated for artistry and professional-grade makeup. However, with Gen Z now representing nearly 40% of global consumers, a key challenge emerged: why isn’t this digitally native, highly expressive generation choosing MAC?
This project was driven to uncover Gen Z’s evolving relationship with beauty, their pain points with legacy brands, and the opportunities for MAC to reposition itself as a relevant, inspiring brand for the next generation.
Research Approach
We began with a deep-dive into Gen Z’s mindset, focusing on their beauty behaviors, digital habits, and cultural values. Key inputs included:
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Analysis of social platforms (TikTok, Instagram, YouTube, Reddit) to track emerging trends.
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Secondary research on Gen Z’s spending power, mental health, and beauty priorities.
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Identification of pain points through surveys, expert insights, and consumer quotes.
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Mapping Gen Z’s “exploration → experimentation → aesthetic wealth” loop.
Core Insights
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Reclaiming Power – Gen Z uses beauty not to conform, but to reclaim individuality.
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Paradigm Shift – Beauty is shifting from conceal & enhance to reveal & express.
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The Culture of Experimentation – Makeup is viewed as art; their face/body is the canvas.
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Affordable Experimentation – Continuous trial is essential, but affordability is critical.
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The Individual Consumer – Gen Z rejects “one-size-fits-all.” They demand personalization, flexibility, and recognition of fluid identities.
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The 4 U’s Blocking MAC –
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Unaffordable – MAC is perceived as costly for young consumers still experimenting.
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Unrelatable – Filtered imagery fails to reflect Gen Z’s reality.
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Unstimulating – The brand doesn’t inspire creativity compared to newer players.
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Unattainable – MAC artistry feels reserved for professionals, not everyday explorers.
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The Outcome
This project provided MAC with a clear roadmap to reconnect with Gen Z, highlighting that the brand’s artistry heritage can evolve into a platform for self-expression, experimentation, and individuality, values deeply aligned with the next generation of beauty consumers.
