โ€œConsumers โ€” Gen Zs, especially โ€” are sick of being told by these huge companies that they need to look a certain way, that they need to buy so-and-so products to fix their flaws,โ€ [Megan Collins, a trend forecaster at Trendera in Los Angeles] said. โ€œTheyโ€™re rejecting traditional forms of advertising that donโ€™t do anything but tear down your confidence.โ€

Yet a movement that points to social media as a culprit is also using the same platforms to get its message across.

And now, in the latest wrinkle, celebrities have joined the skin-positivity cause, with Justin Bieber (who recently posted on his Instagram Story that โ€œpimples are inโ€), Kendall Jenner, Lili Reinhart, Lucy Hale and SZA openly embracing their acne.

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