Gloss Angeles Podcast Summary

Episode: Which Brands Have Clout with Gen Z According to a 22-Year-Old
Release Date: March 19, 2025
Hosts: Kirbie Johnson and Sara Tan
Guest: Jovi Stonin, Social Media Manager and President of the Women in Media Club at UCSB

Introduction of Guest: Jovi Stonin ([00:38]-[01:05])

Kirbie Johnson and Sara Tan kick off the episode by warmly welcoming Jovi Stonin, their social media manager and a representative Gen Z voice. They emphasize Jovi's pivotal role in managing social content, video clips, and overall social media strategy.

• Kirbie: "If we didn't have her, there would be no social. It would not be happening."

Jovi’s Top Beauty Product Recommendations ([03:04]-[07:02])

Jovi shares her top three beauty products that resonate strongly with Gen Z:

1. Briogeo Scalp Revival Charcoal Coconut Oil Micro Exfoliating Shampoo ([03:04]-[04:09])

• Jovi: “My hair has never felt cleaner in my life. It's so nice.” ([03:16])
• She highlights the shampoo’s effectiveness in cleansing and its generous product size. Jovi appreciates the brand’s engagement, mentioning her direct message to founder Nancy Twine.

2. Personal Day Salicylic Acid Toner ([05:07]-[06:17])

• Jovi: “Salicylic acid. 2%, and it’s a toner.” ([05:30])
• This product is praised for its acne-fighting properties, featuring ingredients like BHA, AHA, Niacinamide, and Azelaic Acid. Jovi notes noticeable improvements in her skin overnight.

3. Bastide Perfume ([06:18]-[07:02])

• Jovi: “I never received more compliments on this perfume in my life.” ([06:48])
• She describes the scent as a warm amber sandalwood tangerine blend, highlighting its unique presence and the luxury feel of the fragrance.

Favorite Beauty Brands Among Gen Z ([15:18]-[21:19])

Jovi discusses the top beauty brands that hold significant clout with Gen Z:

1. Glossier

   • Renowned for its minimalist and effective products.

2. ROAD

   • Valued for its innovative formulations and brand presence.

3. Haus Labs

   • Celebrated for inclusive and high-quality foundation products.

4. Fenty Beauty by Rihanna

   • Applauded for its wide shade range and high-performance products.

5. Rare Beauty by Selena Gomez

   • Esteemed for its commitment to mental health and inclusive beauty solutions.

• Jovi: “I use [Fenty’s] setting spray... I have a bottle in every room.” ([20:49])

Brands Losing Clout with Gen Z ([22:12]-[30:59])

The conversation shifts to brands that were once popular but are now seeing a decline in Gen Z’s preference:

1. Tarte

• Jovi: “We as Gen Z loved Tarte, but it’s not as cool anymore.” ([23:14])
• Reasons include newer brands emerging and shifting trends.

2. Urban Decay

• Jovi: “I’ve outgrown Urban Decay; they didn’t grow with me.” ([36:05])
• Issues cited include product size changes and brand identity shifts.

3. Drunk Elephant and REM Beauty

• Jovi: “Drunk Elephant is too expensive... REM Beauty lacks recent impactful launches.” ([29:52]-[30:59])

• Kirbie: “I’ve seen their booths filled in Sephora, but interest fluctuates.” ([24:20])

Influencers vs. Celebrities in Brand Influence ([33:05]-[36:32])

Jovi emphasizes the trust Gen Z places more in friends and relatable influencers over traditional celebrities when it comes to beauty product recommendations.

• Jovi: “Our number one influencers will forever be our friends. If we see a passionate review, we believe you.” ([33:05])

• Discussion on the skepticism towards paid partnerships and the preference for authentic endorsements.

Current Beauty Industry News and Opinions ([42:52]-[54:31])

Pat McGrath Joins Louis Vuitton’s New Makeup Line ([42:52]-[48:13])

• Sarah: “Pat McGrath being named creative director for Louis Vuitton’s makeup line raises questions about her dual roles.” ([42:52])

• Hosts and Jovi discuss the potential conflicts and excitement surrounding Pat McGrath’s influence on a luxury brand like Louis Vuitton.

• Jovi: “I’m excited to see what the packaging is gonna look like.” ([47:00])

Mikayla Naguera’s New Brand: Point of View ([48:13]-[54:31])

• Sarah: “Mikayla Naguera is launching Point of View, a skin prep brand inspired by K-beauty.” ([49:11])

• Jovi: “I think it’s smart... I'm curious about the pricing and how they'll market it beyond her core fans.” ([53:30]-[53:59])

• Discussion on the authenticity of influencer-led brands and their potential market impact.

Closing Remarks and Personal Notes ([56:17]-[57:17])

The episode concludes with celebratory notes for Jovi’s birthday and sharing of personal social media handles.

• Jovi: “You can find me on LinkedIn. Please find me there anytime.” ([56:48])

• Kirbie: “Race the sails.” ([57:32])

Notable Quotes with Attribution

• Kirbie Johnson: "If we didn't have her, there would be no social. It would not be happening." ([00:54]-[00:57])

• Jovi Stonin: “My hair has never felt cleaner in my life. It's so nice.” ([03:16])

• Jovi Stonin: “Our number one influencers will forever be our friends. If we see a passionate review, we believe you.” ([33:05])

• Jovi Stonin: “I’m excited to see what the packaging is gonna look like.” ([47:00])

• Jovi Stonin: “You can find me on LinkedIn. Please find me there anytime.” ([56:48])

Conclusion

In this insightful episode of Gloss Angeles, Jovi Stonin provides a Gen Z perspective on current beauty trends, favorite and fading brands, and the evolving influence of influencers versus celebrities. The discussion also delves into significant industry movements, offering listeners a comprehensive understanding of what drives Gen Z's beauty choices today.