By Editorial TeamThere’s a ton of bad information flying around about what Gen Z clients expect from a wax, and most of it is just guesswork, not data. It’s seriously misleading for us service providers. The new branded entertainment project between Beiersdorf and Channel 4 is a really smart look into what this generation actually wants, showing a better way to connect with them. So what’s the real story with Gen Z and hair removal?
Key Takeaways
- Gen Z wants a service and products that are actually for *their* specific skin and hair type, not some generic solution.
- They absolutely check if you’re sustainable and ethical, and it dictates which waxing services and products they’ll buy.
- You have to engage them on platforms like TikTok and Instagram with an authentic social media presence. That’s where they find new brands.
- Being totally transparent about your ingredients, how you do things, and what your brand stands for is how you build trust with Gen Z, because they can smell marketing spin a mile away.
Myth 1: Gen Z only cares about speed and affordability
This idea that Gen Z only wants cheap and fast is just flat-out wrong. People love to stereotype them as the “deal-seeking” generation. While a tight budget is obviously a real thing for younger people, it’s not the only thing driving them in the beauty space. In my own studio, I see Gen Z clients who prioritize so much more. A recent report from McKinsey & Company (“The State of Fashion 2024,” accessed 2026) confirms what I see every day: for this generation, value extends beyond just price to include if a brand is personally relevant, high-quality, and lines up with what they believe in. They will absolutely pay more for a service that gives them a better result, uses ethically sourced wax, or feels more like a personalized consultation. The “cheaper is better” mindset is a massive oversimplification.
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Find a Wax Center Near You →Myth 2: Gen Z is solely influenced by viral trends on TikTok
Yes, TikTok is huge, but thinking it’s the *only* thing driving Gen Z’s choices is a big mistake. A viral video might get them curious about a product, but their final decision is way more thought-out. They are masters at checking different sources, digging for reviews that go beyond one video, and listening to people they find authentic. Take the Beiersdorf and Channel 4 partnership, that’s not just about making a viral clip. It’s about creating branded entertainment that connects on an emotional level by telling real stories and showing what the brand stands for. I’ve had plenty of clients ask for something they saw on TikTok, but whether they become a regular depends entirely on the quality of my work and the professional advice I give them. They know the difference between a passing trend and something that actually works.
Myth 3: Gen Z prefers DIY solutions over professional services
Just because at-home beauty kits are everywhere doesn’t mean Gen Z is abandoning professional studios. While the convenience of a DIY kit works for some, a lot of them value an expert’s touch, especially for a service like waxing where technique and proper hygiene are everything. They know a botched home wax can mean irritation, ingrowns, or just a bad result. When they come to a professional, they’re looking for a superior result, a clean environment, and advice they can actually rely on. A NielsenIQ study (“Gen Z: The Future of Beauty,” accessed 2026) showed they have a strong preference for pro services when it comes to treatments that need real skill. They aren’t trying to replace us. They’re looking for enhanced experiences and expert guidance they can’t get from a box. A project like the one from Beiersdorf and Channel 4 could really drive this home by showing the confidence that comes from professional care.
Myth 4: Gen Z doesn’t care about the ingredients in their waxing products
This one is completely backward. Gen Z is probably the most ingredient-conscious generation I’ve ever worked with. They read labels. They research what’s in the pot. They want products that are “clean,” “natural,” and “sustainable.” This applies directly to the wax we use on them. It’s common for them to ask what type of wax I’m using, where it comes from, and if it has things like parabens, phthalates, or artificial fragrances. Brands that are upfront about what’s in their products and how they source them earn major points. The kind of storytelling in the Beiersdorf and Channel 4 branded entertainment is perfect for communicating this kind of commitment, connecting with Gen Z clients who are actively looking for brands that share their values. Being transparent with your ingredient list isn’t a nice-to-have anymore. For Gen Z, it’s a key differentiator.
Myth 5: Gen Z expects a one-size-fits-all approach to hair removal
Anyone thinking Gen Z is happy with a standardized service has it all wrong. This group is all about their individual identity, so they expect experiences to match. They don’t want their waxing service to be a carbon copy of someone else’s. That’s why they respond so well to good consultations that actually address their specific skin type, hair growth, and what they want the final result to be. They’re much more likely to stick with a studio that offers different types of wax (like hard wax for sensitive skin) and recommends aftercare that’s right for them. This focus on individual needs really defines how they spend their money. For us in the business, that means we need a varied service menu and staff who are trained to give truly tailored advice. The Beiersdorf and Channel 4 collaboration, with its focus on real people’s stories, can show how different individuals get the results they want, reinforcing the power of personalized care. This generation wants to feel seen.
Myth 6: Gen Z is loyal to brands based on tradition or legacy
Brand loyalty still exists, but you have to earn it in a totally new way with Gen Z. They are not impressed by how long a brand has been around or its old-school reputation. Their loyalty is built on a foundation of consistently good experiences, authentic communication, and a brand’s values lining up with their own, especially on social and environmental issues. A brand’s real commitment to diversity, inclusion, and sustainability can mean more to them than its market share. This is exactly why a partnership like the Beiersdorf and Channel 4 branded entertainment works so well, it speaks to those deeper values and builds a connection that’s about more than just the product itself. If a brand messes up or seems out of touch with these values, Gen Z will find a competitor who gets it, and they’ll do it fast. For them, loyalty is conditional and requires a brand to keep proving it shares their worldview. The priorities have definitely shifted, and if you’re a beauty provider, you have to understand what Gen Z really expects if you want to grow. You build lasting relationships with this generation by focusing on personalization, transparency, sustainability, and real digital engagement.
What role does sustainability play in Gen Z’s waxing choices?
It’s huge. Gen Z looks for studios using eco-friendly products, cutting down on waste, and sourcing their wax ethically. If you’re open about your environmental policies, you’ll earn their business and trust.
How important is personalization for Gen Z in beauty services?
It’s everything. Gen Z expects recommendations and treatments designed for their specific skin, hair, and goals. Generic, one-size-fits-all approaches just don’t work. They really appreciate a good consultation that addresses their individual needs and offers custom solutions.
Are social media platforms the only way to reach Gen Z for waxing services?
Social media like TikTok and Instagram are definitely important for getting noticed, but they’re not the only channels. Gen Z also responds to authentic branded content, reads professional reviews, and relies on word-of-mouth. Using several channels with a consistent, genuine message is the best strategy.
Do Gen Z consumers prioritize professional waxing over at-home methods?
A lot of them do, yes. They’ll choose a professional for the better results, hygienic setup, and expert technique. Even though DIY kits are out there, they come to a pro to get a precise service and avoid the skin irritation or bad results that can happen at home.
How does branded entertainment, like the Beiersdorf and Channel 4 collaboration, influence Gen Z?
It influences them by building a real emotional connection. Instead of just a hard sell, it uses storytelling to show what a brand stands for. This lets brands prove their authenticity, connect with Gen Z’s values, and build a type of loyalty that a simple ad just can’t which often results in much stronger engagement and trust.
