No Returns Necessary: These "Soft Life" Beauty Items Are 100% for Keeps


Gen Z Says is a bimonthly column chronicling the latest trends in the fashion and beauty space through the lens of Who What Wear's own Gen Z editors. Expect a download on the upcoming class of tastemakers, emerging designers, and shopping and style choices straight from the generation setting the trends.

In my largely Gen Z friend group, I’ve settled comfortably into the role of the "soft girl," which makes sense as I like to describe myself as a Charlotte York sun, Toni Childs moon, and Blair Waldorf rising. If you, like me, have landed yourself on the side of TikTok that’s full of skincare cabinets featuring aesthetically pleasing brands, the Dyson Air Wrap positioned precariously on marble countertops, and half-empty designer perfume bottles, then there’s a good chance the #SoftLife hashtag may have claimed a permanent spot on your For You page. 

At its essence, #SoftLife is all about finding simple and practical ways to align yourself with a fuss-free life of leisure and luxury. With the holiday season right around the corner, I’ve scanned the farthest corners of the hashtag on TikTok to piece together an edit of the best Gen Z–approved little luxuries. You’ll find 20+ beauty products by world-renowned brands to gift the soft-life lover in your life. 

Below is Who What Wear’s official Gen Z beauty guide featuring everything from elegant hair styling tools to fan-favorite fragrances. Heading into the holidays with a tight budget? No worries—I’ve ID’d products across a variety of price ranges so you can still end up with the best.

Keep scrolling to take a look at the products I’ve added to my soft life shopping list as a member of the digital generation. With all the amazing Black Friday and Cyber Monday deals coming up, you’ll want to snag these before they fly off the shelves and into the gift boxes of others before you can get your hands on them.


(Image credit: Art by Mira Thekdi)




(Image credit: @rosiehw)


Gift Sets


(Image credit: @rosiehw)

More Gifts To Consider

Maya Thomas
Assistant Beauty Editor
Maya Thomas is Who What Wear's assistant beauty editor based just outside of Seattle, Washington. Her strong love for all things beauty and fashion stems from a strong childhood interest in the fine arts. During a gap year spent in Paris studying the history of French fashion, she shifted her focus to English literature and journalism as a student at Loyola Marymount University with the goal of one day pursuing a career in fashion. After graduating in May 2021, Maya began freelancing for as a contributing commerce writer while also building a following on her lifestyle blog, When she's not writing, Maya spends her free time catching up on reading, perusing art galleries, and enjoying a night out at the ballet every now and then.