Every time Gen Z uses social media, they’re bombarded with everything from evidence of their peers’ superiority and infographics about the climate crisis to Instagram-perfect models.  Gen Z is embracing nostalgia to escape the noise — and the all too frequent filter-heavy posts perpetuating unrealistic beauty standards. They’re craving light-heartedness...

Steve Denekas, Chief Creative Officer, BASIC/DEPT and Krista Harder, copywriter, BASIC/DEPT For Gen Z, the rise of social media has decentralized and democratized beauty.  As an industry concept particular to this generation, beauty isn’t just about looks; it’s about what people do — and why. Beauty is purpose. It’s multifaceted and...