Gen Z prefers conversation over lectures, a key insight from last Wednesday’s Vogue Business event, “How to Reach Gen Z in 2025.” Speakers like creator Alix Earle and executives from Coach and Elf Beauty shared how they’re connecting with young audiences. Held at the W Hollywood with views of the LA skyline and produced with Amazon Beauty, the event featured Melis del Rey, Health and Beauty General Manager at Amazon US Stores, emphasizing that brands need to engage in dialogue with young consumers, involve them in product decisions, and be transparent to build loyalty and value.
Here’s a recap of the Vogue Business summit on reaching Gen Z in 2025.
In a talk with Alix Earle, she described her content as her “online diary,” saying that watching her videos gives a genuine glimpse into her life. Earle started the day with a keynote interview, explaining how her vulnerability and relatability have made her a top creator with millions of followers and over 1.5 billion TikTok likes. She maintains this authenticity in both personal and sponsored posts, citing a successful moisturizer ad where she applied cream while sitting on her boyfriend’s back during his push-ups, which went viral. Similarly, for Microsoft’s AI assistant Copilot, she initially submitted a polished post but later shared a spontaneous video asking the AI if she looked 40 after a negative comment. Microsoft chose the humorous version, which became their most-viewed TikTok ad with 10 million views. Earle noted that giving creators more creative freedom leads to better performance.
Looking ahead, Earle plans to focus on YouTube as her audience enjoys longer content that delves deeper into her life, especially as she expands into investing. She also hinted at launching her own venture next year, something she’s been developing since college, promising it will be a significant milestone.
In the next session, executives from popular Gen Z brands discussed how traditional marketing funnels are outdated. They stressed the need to tap into unexpected cultural moments to stand out on social media and connect emotionally with Gen Z, while also providing detailed product info for interested consumers.
Elf Beauty’s chief integrated marketing officer, Patrick O’Keefe, shared how they airdropped snacks, cat food, and sunscreen to creator Oliver Widger during his solo sailing trip, which resonated well with their community. Coach’s SVP of strategy and consumer insights, Jennifer Yue, talked about aligning with cultural touchpoints like “The Summer I Turned Pretty” and the WNBA that women relate to. Ouai CEO Hannah Beals explained that their social media strategy focuses on emotional appeals, such as naming an anti-dandruff shampoo campaign “Stop Flaking on Your Plans” to engage consumers without emphasizing technical claims.Beals shared that the product’s aims didn’t resonate with the audience at all, but their alternative approach connected much more strongly.
George Heaton, founder of the luxury streetwear brand Represent, noted that Gen Z’s lifestyle is increasingly focused on sports and wellness, so brands that align with these areas are building strong ties. He believes YouTube is the channel that fosters the most loyal brand community, as Gen Z appreciates honest, long-form content.
The comments section has become another vital space for brands to engage Gen Z. O’Keefe mentioned that Elf develops products based on customer feedback from comments, while Heaton stressed the importance of being transparent about the brand-building process to attract young, entrepreneurial consumers.
Disrupting the beauty market for a new consumer
Continuing the conversation, Sarah Cheung, founder of the viral lip tint brand Sacheu, described how she created a contour stain inspired by comments on TikTok. Sacheu now sells a lip tint every six seconds, which Cheung attributes to solving a problem Gen Z faced.
Cheung, along with fellow Gen Z beauty founders Claudia Sulewski of Cyklar and Deepica Mutyala of Live Tinted, shared how they launched their brands with just one or a few products. “You have to bootstrap in the early days and learn everything,” Sulewski said. She started Cyklar with a single body cream and expanded her range based on feedback. Cheung agreed, emphasizing the need to get hands-on and learn.
All three founders were creators before starting their brands but acknowledged that being a creator-founder doesn’t guarantee success with Gen Z. “My followers know Live Tinted is my brand and are already customers,” Mutyala said. “But you can’t grow solely within your audience; there’s a limit to that.”
Mythbusting Gen Z
In the fourth session, U.S. reporter Madeleine Schulz joined three young founders to debunk common myths about Gen Z. Ziad Ahmed, head of next gen at United Talent Agency (UTA), emphasized that co-creation, honesty, and collaboration are key to showing this generation your values.
Before the panel, UTA creator and comedian Jake Shane signed a TV deal with Hulu, which Ahmed sees as a shift. “When we were kids, the goal was aspirational excellence—looking and being perfect,” he said. “Now, it’s about aspirational unapologeticness. We want permission to be our full selves, tired of self-editing and performing.”
While much of the event focused on digital strategies, Pia Mance, founder of jewelry label Heaven Mayhem, suggested that Gen Z prefers offline connections. Her brand hosts community events to learn from and befriend regular customers, a practice echoed by Soshe Beauty founder Sahar Rohani. Both have hired Gen Z customers they met at these events and frequently receive job applications from brand fans. “People think Gen Z doesn’t want to work; they do, just not for you,” Rohani said.
Who will drive Gen Z beauty and wellness in 2026?
To conclude, Lucy spoke with Melis del Rey, general manager of health and beauty at Amazon US Stores, in a session that balanced insights from disruptive founders and creators. An attendee from a major sportswear brand noted this at the drinks reception.
Del Rey explained how Amazon is investing in its beauty business through extensive creator programs to attract audiences. The company now holds several annual events to introduce creators and brands and highlight key product launches.Annie Noelker
In the past, brands found it difficult to create personalized experiences on Amazon. However, over the last three to four years, the platform has undergone a significant transformation. “We’ve talked to many brand founders recently and recognized how crucial it is for them to share their unique stories authentically,” said del Rey. “That’s why we’ve heavily invested in developing the right technology. Our goal is to ensure that when customers engage, they not only dive into a brand’s world but also make a purchase.” She mentioned features like “shop the look” and instructional videos as examples.
Looking ahead, del Rey sees K-beauty as a key trend, noting it’s Amazon’s fastest-growing beauty segment. The platform already offers over a thousand K-beauty brands, and that number is rising. Another promising area is young men, who are increasingly spending on categories such as fragrance, opening up new possibilities for Amazon and its beauty partners.
Wellness is also becoming more influential. “We’re now seeing beauty, health, and wellness trends merge,” she explained. “Beauty brands are considering overall well-being, not just appearance. It’s about how you feel, which I find very empowering.”
Photo: Annie Noelker
Frequently Asked Questions
Of course Here is a helpful and clear list of FAQs about the Vogue Business Gen Z Summit in LA with direct and simple answers
General Beginner Questions
1 What was the Vogue Business Gen Z Summit
It was a major event in Los Angeles where industry leaders brands and experts gathered to discuss the future of fashion beauty and retail specifically focusing on the influence and behaviors of Gen Z consumers
2 Who is considered Gen Z
Gen Z generally refers to people born between 1997 and 2012 They are the generation after Millennials and are the first true digital natives having grown up with the internet and social media
3 Who spoke at the summit
The summit featured a range of speakers including executives from major brands like Nike and Snapchat founders of popular Gen Zfocused companies top fashion editors and influential creators and strategists
4 What were the main topics discussed
Key topics included the power of social media platforms like TikTok the importance of brand authenticity sustainability the future of digital fashion and how to effectively market to this savvy generation
Advanced IndustryFocused Questions
5 What was the biggest takeaway from the summit
The core message was that Gen Z cannot be marketed to with traditional advertising They demand genuine relationships transparency and active participation from brands in social and environmental issues
6 How is marketing to Gen Z different from marketing to Millennials
While both are digitallyfocused Gen Z is more skeptical of polished influencer content and prefers raw usergeneratedstyle media They also place a higher premium on a brands values and ethical practices
7 What role does gaming and the metaverse play in fashions future
A significant one The summit highlighted that digital fashion items for avatars in games and virtual worlds are a major new revenue stream and a key way for brands to build loyalty with younger audiences
8 What is deinfluencing and why is it important
Deinfluencing is a trend where creators actively discourage their followers from buying certain overhyped products It shows that Gen Z values honest critical opinions over blind consumerism forcing brands to be more accountable
9 What practical tips did the summit offer for brands
Key tips included collaborate with microinfluencers for more authentic