Street Interview Survey on Cosmetics That Stylish Gen Z "Wanted But Didn't Buy"

Style Arena (style-arena.jp), operated by the General Incorporated Foundation Japan Fashion Association, conducted a street interview survey to explore the cosmetic purchasing behavior of stylish Gen Z.

In this survey, we interviewed 20 people about "cosmetics they wanted but ultimately didn't buy." The most frequently checked factor before purchase was not price or popularity, but "whether it suits me."

- It was cute when I saw it on Instagram.

- I wanted to try it after seeing it introduced on YouTube.

- The reviews were not bad.

It seems there is sufficient information to encourage purchases. Nevertheless, after considering the color when applied to their own skin, their usual outfits, hairstyles, and how it would combine with their existing cosmetics, they decided not to purchase. These responses highlight that products that sparked desire on social media are not always purchased as is. They are re-evaluating products that appeared attractive on screen in the context of their own faces and lives.

This time, we asked 20 Gen Z women about "things they recently wanted but ultimately didn't buy." What emerged was a unique selection method characteristic of stylish Gen Z, which goes beyond simply chasing trending products.

▶︎ Download the primary source interview data from "The Voices of 20 Stylish Gen Z Individuals."

Survey Overview

Survey Period: June 14, 2026 (Sun) Survey Method: Street Interview Survey Survey Location: Omotesando Survey Target: 20 stylish Gen Z women

- Are there any items you recently wanted but didn't end up buying?

- What was the first trigger for learning about it?

- What stopped you from considering a purchase? What was the reason you held back?

- If there was a final push, what kind of push would have made you buy it?

- What information did you refer to in order to decide whether to purchase? What did you want to check most before buying?

- You mentioned you didn't buy the first item you heard about, but have you replaced it with another item?

And so on.

Survey Execution Body: Style Arena (style-arena.jp)

"The desired atmosphere" comes before "the desired item."

In this survey, while some people learned about products through social media like Instagram, YouTube, and TikTok, others discovered them in stores, through touch-ups, or from family and friends using them.

Primary Triggers for First Learning About Products

- 8 people: Social media, online

- 8 people: In-store

- 2 people: Family, friends

- 1 person: New product announcements from a regularly used cosmetic brand

- 1 person: Personal mood change, update

*Based on free responses, the primary initial triggers were categorized by the editorial department.

Social media and in-store both had 8 people. Social media was not the only entry point for products. However, a closer look at responses triggered by social media revealed that they were not necessarily looking for a specific product from the outset. What's important is that the focus was on the makeup atmosphere or the finished style, rather than the product name.

They sometimes change their clothes and makeup, or hairstyles to match the cosmetics they want, holding the idea of "creating myself to match the item." What was common among 3 people was that they weren't just looking at the product itself.

- The face when using the cosmetics

- The clothes to wear with it

- Hair color and hairstyle

- The atmosphere of the person they want to emulate

They searched for products to incorporate into their own style within this overall picture.

Confirming the image created on social media with their own face

Even if they find makeup or people they like on social media, it doesn't necessarily lead to a purchase. What respondents checked before buying was the color payoff when applied to their own skin and how well it blended with their overall face.

Most Checked Before Purchase

11 people: Color, color payoff, whether it suits me

5 people: Compatibility with skin, longevity, usability

4 people: Difference from existing products, ability to use it effectively

*Based on free responses, the main checking points were categorized by the editorial department.

The most common answer was "Color, color payoff, whether it suits me." 11 out of 20 people cited this as their central checking point before purchase. Even if a color looks beautiful on screen, it may not look the same when applied to their own skin. Testers and touch-ups were used to confirm these differences.

It was understood that decisions were made not only based on color preference but also on seasonal appropriateness, existing items, and the overall balance of the makeup.

"Who is using it" influences cosmetic choices

- Information source is also a factor in purchase decisions.

Responses discussed not only the content of reviews but also whose posts they referred to. However, they were not chosen solely because someone was famous or had many followers.

- People with a similar vibe to them

- People they slightly admire

- People with specialized knowledge

- Friends or family who understand their preferences and skin type

The person who bridges the gap to the product varied among respondents.

Three types of influence connect products to the individual

"Influencers with an admired atmosphere"

They answered that they might consider a purchase if that person used the product for a long time and reviewed it as "long-lasting" or "non-drying." Rather than a simple product evaluation, they are observing the real-life experiences of people with an atmosphere they aspire to.

"Creators with specialized knowledge"

They often watch posts from makeup artists with specialized beauty knowledge or creators from overseas, rather than general influencers. They referred to the color usage and expressions of individuals with their own style, not just trends in Japan and Korea.

"People nearby who know the actual usage"

They prioritized recommendations from trusted friends over strangers online, and their mothers' actual usage also influenced their awareness and comparison of products, reflecting the usage experiences of close individuals who know their usual preferences and skin type.

When viewing product information, respondents were not just looking at "whether the rating is high." The distance between the person providing the information and themselves is also an important decision criterion.

- Do I like that person's clothing and makeup?

- Is their skin type or concerns similar to mine?

- Is that person knowledgeable in that field?

- Is it someone I trust regularly?

Reviews were not detached from the existence of the product.

Actions after not buying also reveal individuality in cosmetic selection

- Some people fulfill their desired finish with different products or combinations instead of buying the desired item.

There wasn't just one method; each person achieved their ideal finish through their own ingenuity.

- Mixing desired colors with existing cosmetics

- Using eyeshadow as a substitute for a tear-duct pencil

- Layering blush and highlighter separately

- Purchasing clothes or skincare instead of a new lipstick

Here, it is evident that "creating a certain finish or style" comes before "which product to buy." By looking not only at the responses about products not purchased but also at what they used or purchased afterward, what the respondents truly sought becomes more concrete.

Products usable for one's own style, rather than popular products

- Stylish Gen Z choose "individuality," not "popularity."

On social media, various new products and makeup techniques flow in one after another. A majority of respondents learned about products by browsing across platforms like Instagram, YouTube, TikTok, and review sites. However, popularity or looking cute on screen alone did not determine purchases.

- How does it look on my skin?

- How does it differ from the cosmetics I currently own?

- What kind of atmosphere will it create when paired with my clothes and hairstyle?

- How would I incorporate the style of the person I'm referencing?

After repeatedly checking these points, decisions are made to buy, not buy, choose a different product, or combine existing cosmetics.

This survey did not reveal consumers unaffected by social media. Rather, it showed individuals actively receiving images and information from social media and people around them, and editing them into their own styles.

Cosmetic selection for stylish Gen Z seems closer to constructing one's own style than searching for popular products. Social media serves as one place to find images and options for this purpose.

Download Primary Source Interview Data

Five Marketing and Product Development Insights from the Survey

(For PR and Product Developers)

1. The trigger for the feeling of "wanting" is the "finished style," not the product.

2. "Wants" generated on social media are filtered by whether they suit the individual.

3. Product evaluations cannot be separated from "who is introducing it."

4. Even after deciding not to purchase, the desired finish is pursued through other methods.

5. The comparison targets for new products are not limited to those from other companies.

Style Arena will continue to track real movements related to Gen Z's beauty and fashion, conducting surveys and disseminating information that can serve as a reference for marketing and product development. We also accept consultations for original surveys, joint projects, and survey data provision, including "face-to-face interview surveys." Please feel free to contact us with any inquiries regarding planning or research.

Details and Inquiries

*When citing this survey, please clearly state that the source is "Style Arena" and include a link.

Style Arena: https://www.style-arena.jp

About Style Arena (Japan Fashion Association)

The Japan Fashion Association was established as a foundation on April 4, 1990, with the permission of the Minister of International Trade and Industry, and with the broad support of companies, organizations, and local chambers of commerce.

Style Arena (style-arena.jp) is a fashion information site that started in June 2002 with the theme of "Tokyo Street Fashion." Its purpose is to disseminate Japan's vibrant fashion and lifestyle culture to Asia and the rest of the world, and it is planned and operated by the General Incorporated Foundation Japan Fashion Association.

Association Overview

Name: General Incorporated Foundation Japan Fashion Association

Location: 7th Floor, Jimbocho Suga Building, 1-5-1 Kanda Jimbocho, Chiyoda-ku, Tokyo

HP: https://www.japanfashion.or.jp

Style Arena: https://www.style-arena.jp

Contact Information

Contact Person: Fukushima

Email Address: a.fukushima@japanfashion.or.jp