More than hype: how Generation Z evaluates skincare and influencer marketing

Purpose This study aims to explore how young Generation Z consumers evaluate skincare products in the context of influencer marketing, examining how consumption value and credibility are constructed and negotiated in digitally mediated environments. Design/methodology/approach Five focus group discussions were conducted with young Generation Z consumers (aged 18–22) in Thailand. Data were analyzed using reflexive thematic analysis, allowing iterative movement between empirical insights and the theory of consumption value and influencer credibility literature. Findings Young Thai Generation Z consumers evaluated skincare through a layered evaluative process encompassing functional legitimacy, personal meaning and relational respect. Although influencer content served both informational and aspirational roles, its influence was critically negotiated, with purchase evaluations remaining grounded in product performance and trusted interpersonal sources. Practical implications Skincare brands targeting young Generation Z consumers in Southeast Asian markets should prioritize product effectiveness, transparent communication and clear ingredient disclosure. Influencer partnerships should complement, rather than replace, authentic user reviews and trusted interpersonal recommendations, thereby supporting consumers’ information verification and evaluation processes. Originality/value This study extends the theory of consumption value by demonstrating how consumption values are interpreted and prioritized through a layered evaluative process rather than as isolated value dimensions. It further identifies two paradoxes in influencer-mediated skincare consumption, namely, the skepticism–engagement paradox and the curation–desire paradox, offering new insights into how young Generation Z consumers negotiate digitally mediated beauty content.