If I see one more girly lip-sync to the same CapCut template with the same trending audio and the same fake “deep” caption, I’m throwing my phone in the nearest body of water. Gen Z doesn’t hate content — we’re just over copy-paste culture. We grew up curating feeds and chasing originality, and now everything’s starting to feel like a recycled Pinterest board from 2016. Brands that want to stand out? Better bring something real, weird, and a little messy. Because if it’s not original, it’s invisible.

Glossier has redefined beauty marketing by embracing micro-influencers who prioritize authenticity over celebrity status. Rather than flooding the market with traditional ads, the brand has partnered with everyday people who genuinely love their products, building a community of loyal advocates. Through user-generated content and real experiences shared by relatable influencers, Glossier has created an organic, word-of-mouth buzz that drives trust and engagement. This approach has not only led to increased sales but also deepened brand loyalty, proving that when it comes to Gen Z, authenticity is the key to long-term success.