Does that make you happy, or can it go?

How young people tick is and remains fascinating. In order not to be dependent on speculation, the IKW has now presented another comprehensive youth study with "Jugend ungeschminkt 2024". After "Jugend ungeschminkt" (2016), "Selfies ungeschminkt" (2018) and "Insta ungeschminkt" (2019), the IKW has now listened very carefully to Gen Z for the 4th time. The goal: to understand how young women and men experience becoming adults. How do young people deal with the many crises in the world? What strategies do they develop to realize their dreams and strengthen their self-esteem? And what can cosmetics do in this context?

The in-depth psychological and representative study was carried out by our institute and is based on 34 in-depth psychological interviews and a representative online study of 1012 young people. Young people between the ages of 16 and 24 were surveyed.

"Jugend ungeschminkt 2024" can confirm many of the findings from previous studies with current data. Young people still use cosmetics to regain a sense of control in their lives. What is new, however, is that the rest of the body and the psyche are also used to be intensively modeled and processed. You can find out how they do this and what expectations they have of life here.