Gen Z Isn’t Just Drinking Less—They’re Choosing to Feel More

Why the shift toward clarity, wellness, and control is changing everything—from the night out to the night in routine.

There’s a quiet but powerful shift happening.

For the first time in decades, the under-35 generation isn’t reaching for another drink. They’re reaching for something deeper—clarity, calm, control. Wellness over wildness. Ritual over regret. Sleep over hangovers.

And the numbers prove it:
Over the last 20 years, alcohol consumption among young adults has dropped from 72% to 62%. But this isn’t about rebellion. It’s not even about sobriety.
It’s about intentional living.

Gen Z Isn’t Anti-Fun. They’re Pro-Feeling-Good.  

This generation isn’t ditching the party because it’s uncool.
They’re doing it because the lifestyle that comes with it feels outdated.
Late nights and burnout are being replaced by cold plunges, journal prompts, and 10-step skincare routines.

In a world that runs fast, Gen Z is choosing to slow down with purpose.
They're redefining what self-expression looks like—and what self-respect feels like.

They’re asking:

“Does this serve me?”
“Does this help me feel more like myself?”
“What am I waking up with—glow or guilt?”

And increasingly, the answer to those questions leads to rituals that restore—like skincare.

Enter Twenty Seven: Skincare That Aligns with the New Mindset  

Intentional Living is The New Cool!

At Twenty Seven, we didn’t set out to build a beauty brand.
We built a self-care movement disguised as skincare.

Founded by a doctor, born from a promise, and backed by global beauty wisdom, Twenty Seven was created for people who crave honesty in their routines—and integrity in their ingredients.

Because what Gen Z wants is what we’ve always believed in:

• Clean, effective skincare rooted in real science

• Rituals that ground, not overwhelm

• Products with purpose—not just promises

Our formulations are powered by Ayurvedic ingredients like ginger root and cinnamon, balanced by French skincare staples like niacinamide and seaweed extract. Every product is a story. Every routine, a moment of alignment.

The Night Out Is Becoming the Night In  

The truth is, skincare today is more than surface-deep.
It’s a new kind of nightcap. A pause. A mirror moment.

And in this shifting landscape, Twenty Seven isn’t capitalizing on a trend—we’re built for it.

We’re here for:

• The girls’ night in the crowd.

• The Sunday reset loyalists.

• The “I’d rather glow than burn out” kind of people.

Because the world doesn’t need more highlighters.
It needs high-performing habits.

From Rebellion to Ritual—The Future Is Glowing  

This is more than a wellness trend.
It’s a cultural redefinition of what it means to care for yourself.

Gen Z isn’t looking to escape their reality—they’re learning how to face it beautifully.
And skincare, when done right, becomes more than a routine.
It becomes a reclamation of peace, clarity, and self-worth.

And that’s exactly what Twenty-Seven was born to deliver.