The Snapchat logo, Instagram-fad skincare packaging, sherbet-colored hues at Ganni, or Beyonce’s lemon Roberto Cavalli dress worn for her best-selling album Lemonade. These are just some of the hallmarks of what was once tipped as the next millennial pink: ‘Gen Z Yellow’.
Dawn for all things Gen Z yellow first came around as early as 2015 when the Oxford English Dictionary announced the word of the year was not, in fact, a word, but an emoji: the ‘tears of joy’ one. It is distinctly digital, pixel-happy coloring (bold, sickly, zingy, acidic) gave the hue this viral quality that could quickly cut through the noise on the internet – helping products like Korean beauty brand Dr. Jart+, and Starface acne pimple patches reach youthful faces of this chronically online cohort.
