We asked Gen Z what's actually cool in the beauty world – and you'll be surprised what they said

TikTok suggests that Gen Z are jumping on new trend bandwagons weekly, but when we spoke to HELLO!'s Gen Z staff members, that was far from the case.

E.l.f. Beauty’s CEO wants to make a beauty empire for Gen Z

Affordable beauty brand e.l.f. has unlocked something that’s mystified many retailers: how to win over the ever-persnickety Gen Z.