Reaching Gen Z through self-care: brand strategies that actually work

In a world where wellness has grown into a US$6.3 trillion industry, my generation is changing what self-care really means. The days when self-care was just about bubble baths and face masks? That's so over. For us Gen Z—born between 1997 and 2012—self-care is about our whole selves: our mental health, supporting brands that care about the planet, being real, and creating experiences that actually work for us.

Growing up with our phones basically attached to our hands and constant information coming at us 24/7, we've had to figure out self-care habits that actually help and reflect what we care about. The interesting thing is how we're mixing digital solutions with totally offline practices to feel better.

This article explores how Gen Z is changing the self-care landscape, the values driving their choices, the popular self-care trends, and how successful brands are meeting their unique demands.

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Here is a table of content to help you access the information you need:

• Gen Z’s evolving definition of self-care
• The core values behind Gen Z’s self-care
• Popular self-care trends among Gen Z
• Brands who are responding to Gen Z’s self-care demands
• Other helpful insights on marketing to Gen Z

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Gen Z's evolving definition of self-care

Gen Z is changing the concept of self-care by taking it beyond just beauty and wellness routines. This generation really cares about mental health, being authentic, and sustainability. A 2022 Ogilvy study shows that 70% of Gen Zers say they need to pay attention to their mental health, showing a real change in how people think about wellness.

Social media platforms like TikTok and Instagram have become a big part of how Gen Z practices self-care. A survey found that 49% of Gen Z and 33% of millennials turn to Instagram, while 44% of Gen Z and 25% of millennials seek mental health advice on TikTok. These platforms help shape Gen Z's self-care habits by creating spaces for open conversations about mental health and spreading self-care trends.

One of these trends is "bed rotting," where people spend lots of time in bed just resting and recharging. While some think it's a good way to rest, mental health professionals warn that too much isolation and lying around—especially for people with depression—might actually make them feel worse. Experts also point out that while social media content can be relatable and supportive, it can sometimes create echo chambers that make negative feelings stronger.

The core values behind Gen Z's self-care

Gen Z’s approach to self-care is shaped by four key values: authenticity, sustainability, mental health, and personalization.

1. Authenticity

Gen Z cares about honesty and real interactions. A survey by The Harris Poll revealed that 71% of Gen Z consumers appreciate when brands incorporate mental health topics into their marketing, indicating a strong preference for authentic engagement. This reflects how much they value honesty both in their personal relationships and with the brands they support.

2. Sustainability

Environmental issues really matter to Gen Z. The Varkey Foundation's 2016 study found that Gen Z youth in places like South America and Africa care deeply about helping their families and themselves succeed, with 27% saying these are top priorities. This sense of responsibility shows up in how they want sustainable practices, choosing eco-friendly products and brands that match their values.

3. Mental Health

Taking care of mental well-being is at the heart of Gen Z's self-care. A McKinsey report found that 56% of U.S. Gen Z consumers see fitness as a "very high priority," showing how they care about total health that includes both physical fitness and mental wellness. As mental health problems increase in this generation, self-care is focusing more on addressing these issues.

4. Personalization

Gen Z looks for customized experiences in all parts of their lives. They tend to follow others on social media more than posting their own content, using these platforms to build a personal brand and find people with similar interests. This desire for personalization affects which products they buy, preferring brands that offer custom or individual experiences.

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Popular self-care trends among Gen Z

Gen Z is driving a change in self-care trends, mixing mindfulness, sustainability, fitness, and technology into their everyday routines. Here are the most popular trends among this generation:

1. Mental health prioritization

Practices like meditation, journaling, and stress-relief activities are becoming more common among Gen Z. A 2022 report showed that 34% of Gen Z regularly practice mindfulness. This trend shows how much they care about mental well-being, as they look for ways to handle stress and improve their mental health.

2. Natural and sustainable beauty products

There's a growing interest in eco-friendly skincare and clean beauty, with a lot of this trend happening on platforms like TikTok. Gen Z likes products that match their values around sustainability and transparency. They're choosing more brands that use natural ingredients and eco-friendly packaging, getting behind the clean beauty movement.

3. Holistic health

Gen Z really values overall wellness, bringing together fitness, plant-based diets, and complete wellness routines into their self-care. A SupplySide report found that 56% of U.S. Gen Z consumers think fitness is a "very high priority." This focus on total health goes beyond just looking good, with many of us caring about long-term well-being and lifestyle changes.

4. Technology’s role in self-care

Technology is a big part of Gen Z's self-care routines. About 24% of Gen Z use fitness or sleep trackers, while 18% do digitally guided workouts. These tech tools help us keep an eye on our health, see our progress, and stay motivated, making it easier to personalize and get the most out of our wellness practices.

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Brands who are responding to Gen Z's self-care demands

Several brands have successfully connected with Gen Z's values and self-care preferences, matching their products with what Gen Z cares about: mental health, inclusivity, sustainability, and personalization.

1. Rare Beauty

Founded by Selena Gomez in 2020, Rare Beauty has quickly become popular with Gen Z because of its inclusive products and alignment with Gen Z's values. The brand's focus on mental health and diversity really connects with this generation.

Within just two years of launching, Rare Beauty reached 46% brand awareness among cosmetics users, right behind Fenty Beauty at 53%. This success shows how Gen Z's desire for authenticity and representation in beauty products is changing the market.

2. CeraVe

As a skincare brand under L'Oréal, CeraVe has become one of Gen Z's favorites, partly because of influencer endorsements and its focus on dermatologist-backed, affordable skincare.

CeraVe has stayed as one of the top three skincare brands for Gen Z, along with The Ordinary and Cetaphil. Its ability to connect with Gen Z, especially through digital channels, has made it a go-to skincare brand for this generation.

3. Patagonia

Patagonia's commitment to environmental activism really connects with Gen Z's focus on sustainability. The brand has long been a leader in ethical and eco-friendly practices, making it a favorite among eco-conscious shoppers.

Research shows that Gen Z is pushing brands like Patagonia to adopt more sustainable supply chain practices, reflecting their environmental concerns. Patagonia's authenticity in fighting for environmental protection and social responsibility makes it a top choice for Gen Z shoppers.

Other helpful insights on marketing to Gen Z

Check out these articles on ContentGrip for deeper analysis on how Gen Z interacts with brands, content, and platforms:

• How Gen Z feels about AI-generated content
• Nostalgia marketing: how brands connect with Gen Z through Y2K
• Content formats: What Gen Z wants vs. millennials
• Gen Z and social media: what brands must know now
• How to market content to Gen Z in 2025
• Sustainability is not the only expectation Gen Z has for brands, here’s what matters
• Gen Z and e-commerce in Southeast Asia: a deep dive into shopping behaviors

Looking ahead, it's clear that the future of self-care will mix more technology while keeping authentic human connections. Brands that can find this balance—offering digital innovation while honoring the desire for genuine experiences—will connect most deeply with this influential generation.

This post is created by ContentGrow, providing scalable and tailored content creation services for B2B brands and publishers worldwide. Book a discovery call to learn more.

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