Gen Zers Everywhere Are Obsessed With These 10 Fashion and Beauty Brands

As a Gen Zer with teenage brothers and cousins and an older sister in her 30s, I feel like I've got a front-row view of the inner happenings of both generations. With one family hangout, I can figure out where my sister is shopping and how it compares to where my brother and cousins are making their purchases. As a Gen Z girl myself, I obviously pay attention to the younger generation more, and it seems like both the fashion and beauty industries are shifting their eyes away from the millennial-only viewpoint to what the new generation wants in a product. This means entirely new brands are coming to fruition, and old brands are revamping or creating new lines in their company to meet the Gen Z standard.

Many brands have tried to target Generation Z, and only some have succeeded. In just a simple scroll through TikTok, it's clear which brands have done the job. Aside from affordable fast-fashion brands like H&M and Zara, there are particular brands that the younger generation believes are worth the purchase. Keep scrolling to see what they are. 

Rare Beauty

Gen Z grew up watching Selena Gomez on Wizards of Waverly Place, and now, they use her makeup line religiously. I don't think I've met someone, Gen Z or not, who hasn't tried and loved the brand's liquid blush.


Coach was widely loved in the 2000s, but with rebranding and older designs coming back, the brand is at the top on the list of Gen Z's favorites in the accessory department. The Tabby bag is beloved by Gen Z, and the brand's runway shows are attended by young, buzzing celebrities like Angus Cloud.


No, it's not 2010 again. My millennial sister was shocked when my teenage brother let her know his entire outfit was Abercrombie, but the brand's latest drops have just been that good. From quality basics to upscale trendy pieces, Abercrombie has made a full-fledged comeback. 

Marc Jacobs

Marc Jacobs successfully captured Gen Z's heart with its Heaven line that's worn by style starlets such as Devon Lee Carlson. The main line is also popular, especially the brand's iconic tote bag.


Glossier was considered one of the OG millennial beauty brands (its signature color was Millennial Pink), but it didn't stop there. The popular beauty brand even has Olivia Rodrigo as the latest brand ambassador, and Timothée Chalamet single-handedly convinced every teenage girl that they need the Glossier hoodie.


Converse is a sneaker brand that will stand the test of time, generation after generation. I love seeing people on my social media feed champion the brand's newer and more unique styles that feature bright colorways and high platforms.

New Balance

Can you tell we love good sneakers? While New Balances were once considered "dad shoes," it's become the brand that is almost always sold out. My brothers own multiple pairs and claim the brand makes shoes that are not only stylish but also extremely comfortable.

Vivienne Westwood

When I saw users start posting about their love for Vivienne Westwood in 2020, I was shocked that the long-standing brand was connecting with Generation Z. It now makes sense, as the pop-punk style was back on the rise, and the brand championed that aesthetic for a long time.


Generation Z cares a lot more about their beauty products than others did at their age, and I think it's because of how much information is available online. With access to experts at the click of a button, the skincare community is reaching a demographic that might have previously not put much thought into their routine. Thus, brands like Topicals were born and thrust into popularity. 

E.l.f Cosmetics

E.l.f was my go-to when I first started wearing makeup, and I still end up shopping the affordable products whenever I'm at a drugstore. Considering how many E.l.f products hit viral status on TikTok, the payoff is exceptional.

Next, I'm 5'3" and Hate Shopping for These 5 Basics, But These 19 Picks Won Me Over

Associate Fashion Editor
Yusra Siddiqui is an editor who resides in New Jersey but bounces between the suburbs and NYC. (She's a Jersey girl at heart.) After interning at Who What Wear in 2019, she found her way to the team after graduating from LIM College in 2022 with a fashion media degree. She's also spent time writing and working for publications such as Fashionista, Coveteur, and Nylon, but she always knew that Who What Wear was where she was meant to be. When she's on the job, she's perusing runway shows, analyzing the latest thing fellow Gen Zers are up to on the internet, and sharing what she can about the modest-fashion market. You can also catch her dabbling in entertainment, talking about the costume choices of the latest Netflix series or diving deeper into how the plotline affects the viewers in a myriad of ways. Lastly, she likes to create content for Who What Wear's TikTok. Her personal time is spent doing similar but also different things—deep diving into almost every new TV show (Bridgerton, Gilmore Girls, and Stranger Things are favorites), planning her next local getaway (whenever that may be), and reading the latest Emily Henry or Sally Rooney novel in one sitting.