Style Arena (style-arena.jp), operated by the General Incorporated Foundation Japan Fashion Association, conducted a street interview survey to explore the cosmetic purchasing behavior of stylish Gen Z. In this survey, we interviewed 20 people about "cosmetics they wanted but ultimately didn't buy." The most frequently checked factor before purchase was not price or popularity, but "whether it suits me." - It was cute when I saw it on Instagram. - I wanted to try it after seeing it introduced on YouTube. - The reviews were not bad. It seems there is sufficient information to encourage purchases. Nevertheless, after considering the color when applied to their own skin, their usual outfits, hairstyles, and how it would combine with their existing cosmetics, they decided not to purchase. These responses highlight that products that sparked desire on social media are not always purchased as is. They are re-evaluating products that appeared attractive on screen in the context of their own faces and lives. This time, we asked 20 Gen Z women about "things they recently wanted but ultimately didn't buy." What emerged was a unique selection method characteristic of stylish Gen Z, which goes beyond simply chasing trending products. ▶︎ Download the primary source interview data from "The Voices of 20 Stylish Gen Z Individuals." Survey Overview Survey Period: June 14, 2026 (Sun) Survey Method: Street Interview Survey Survey Location: Omotesando Survey Target: 20 stylish Gen Z women - Are there any items you recently wanted but didn't end up buying? - What was the first trigger for learning about it? - What stopped you from considering a purchase? What was the reason you held back? - If there was a final push, what kind of push would have made you buy it? - What information did you refer to in order to decide whether to purchase? What did you want to check most before buying? - You mentioned you didn't buy the first item you heard about, but have you replaced it with another ite