Generational differences: Social media insights reveal divergent beauty concerns between millennials and Gen Z in Japan

By Amanda Lim

- Last updated on GMT

 Lemon8 has highlighted differences in skin care concerns and makeup preferences among millennials and Generation Z demographics in Japan. [Getty Image]
Lemon8 has highlighted differences in skin care concerns and makeup preferences among millennials and Generation Z demographics in Japan. [Getty Image]

Related tags Social media Cosmetics Japan

New data by Bytedance-owned Lemon8 has highlighted differences in skin care concerns and makeup preferences among millennials and Generation Z demographics in Japan.

The recent data illuminated a generational shift in beauty priorities, highlighting distinct beauty-related worries and trends between millennials and Gen Z.

For instance, pores are a common concern among both generations. According to Lemon8 data, concerns about pores rank first in terms of number of posts and engagement.

However, Gen Z consumers are more concerned about blackheads, while millennials tend to have more concerns about enlarged pores.

Popular posts among Gen Z include skin care posts that take care of blackheads or ‘strawberry nose’​. Millennials, on the other hand are seeking ways to cover up visible pores with makeup.

The data was gathered from approximately 80,000 posts shared from 2022 to 2023 on is a social media platform, Lemon8. Factors such as views, saves, comments, and shares were analysed to determine a ranking of beauty concerns.

Lemon8 is owned by ByteDance, the Chinese technology firm behind TikTok and its Chinese counterpart, Douyin. It has been likened to popular social media platform Xiaohongshu. It first launched in Japan in 2020 before expanded to the US, the UK and Singapore.

Skin and makeup differences

With Gen Z, most posts tackled excess sebum and acne, two common concerns that tend to surface during puberty.

Most posts revolve around products aimed at preventing acne, especially affordable products that can be easily found in drugstores.

On the other hand, millennials showed a growing preference for skin care products with moisturising properties and specialised ingredients, driven by skin-related issues stemming from dryness.

The analysis also found differences in makeup preferences. Among Gen Zs, posts that featured makeup techniques to enhance facial features were the most popular.

In particular, ‘big eye makeup’, has been searched more than two million times on Lemon8.

This involves tutorials of makeup techniques or styles that emphasise making the eyes appear larger and more prominent.

This often involves using makeup products such as eyeliner, eyeshadow, mascara, and false eyelashes to create the illusion of bigger, more expressive eyes.

The nose is also another facial feature of concern among Gen Zs and posts on makeup techniques used to make the nose seem slimmer, straighter, or more sculpted, are popular.

This typically involves the use of makeup products like concealer, highlighter, and contouring products to enhance the appearance of the nose bridge.

Instead, millennials are most concerned with covering or hiding imperfections, such as dark circles, spots, and wrinkles.

According to Lemon8, posts featuring the triangle concealer technique has been searched for 470,000 times. This technique is designed to conceal dark circles, brighten the eyes, and create a lifted appearance.

Skin dullness a commonality

One common issue that concerns both demographics is skin dullness. According to Lemon8, it is the fourth most common issue about millennials and Gen Zs.

However, their approach to skin dullness has been shown to vary. Gen Zs are interested in products that have a skin toning effect, such as makeup bases and sunscreens which help to brighten and even out the skin tone temporarily.

Millennials see skin dullness as a consequence of skin ageing and seek ageing care products that can tackle issues such as hyperpigmentation or age spots. Such posts have been viewed over 430,000 over the year.

Posts that recommend sunscreens and teach how to properly apply sunscreen to prevent skin damage are also popular among millennials.

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