Why Gen Z is ditching the 9-5 to start beauty businesses

By Jess Watts | 28 August 2025 | Business, Movers & Shakers, News

Research from Small Business Saturday UK and Amex has found that 71% of Gen Z are interested in starting their own businesses, with beauty being among the most appealing sectors.

Gen Z is entering the workforce with big dreams. Out of the 71% who reported interest in entrepreneurship, 31% said this was a closely held dream. With this new wave of youngsters making up the future, let’s look at why they are interested in this career approach over a traditional 9-5 role…

The key motivators for starting a business, according to Travel Counsellors research, include:

The potential to make more money (39%).
Better work-life balance (30%).
Greater control (26%).
More fulfilment (20%).

Digital natives

It is important to consider that Gen Z is the first generation of digital natives, growing up with technology at their fingertips. The accessibility of social media strengthens the pull of industries such as beauty. Building a brand and audience is more manageable than ever, though the market is potentially oversaturated.

Self-expression

Multiple reports have found that a top priority for Gen Z is self-expression. The beauty industry resonates with this need, with creativity and representation being widespread.

Values-driven approach

Research reported by Business Insider found that 92% of Gen Z want ‘alignment on values and purpose with their employer’. In lieu of finding this in an established company, new members of the workforce are taking it upon themselves to create this environment.

Gen Z has particular goals and values that are guiding it towards entrepreneurship. It is likely the beauty industry will benefit from this wave of contributors, their ideas, interests and individuality.

“It is extremely encouraging to see this trend of entrepreneurial ambition among young people, as they have huge potential for innovation and could power the UK’s economic growth through starting their own businesses,” comments Michelle Ovens CBE, director of Small Business Saturday UK.