The Clean Beauty Movement: Perspectives of Generation Z in Vietnam and the United States

Abstract

This study investigates the evolving landscape of clean beauty among Generation Z consumers in the United States and Vietnam, exploring how cultural values, social consciousness, and consumer preferences shape their clean beauty preferences. Through interviews and surveys, we identify clean beauty and green beauty as paramount considerations for Gen Z, and identify significant cultural differences in their interpretations. American respondents view clean beauty as an individualistic trend aligned with broader wellness movements, influenced by global trends. In contrast, Vietnamese respondents perceive clean beauty as an extension of traditional practices that emphasize natural ingredients, reflecting a deep-rooted cultural ethos. Survey data highlights that while both groups prioritize cleanliness and safety, Vietnamese Gen Z demonstrate a stronger connection between clean beauty, cultural identity, and sustainability. The findings emphasize the importance of cultural heritage in shaping consumer behavior and underscore Gen Z’s proactive engagement in demanding transparency and ethical practices from beauty brands. This research not only enriches the discourse on the global clean beauty movement but also suggests avenues for future studies that could further investigate the dynamics of beauty consumption across different cultural contexts and generational cohorts.