Beauty Brands Pivot to Original Content to Combat Ad Fatigue Among Gen Z

By Emily Jensen · Glossy Beauty · 2026-08-05

According to Glossy Beauty, major cosmetics players are ditching traditional product-focused spots in favor of self-produced entertainment. Brands like Innisfree and E.l.f. Cosmetics are now prioritizing serialized social content and cinematic spoofs to maintain audience engageme

According to Glossy Beauty, major cosmetics players are ditching traditional product-focused spots in favor of self-produced entertainment. Brands like Innisfree and E.l.f. Cosmetics are now prioritizing serialized social content and cinematic spoofs to maintain audience engageme