Zinc oxide (ZnO) nanostructures are widely used in various fields of science and technology due to their properties and ease of fabrication. To achieve the desired characteristics for subsequent device application, it is necessary to develop growth methods allowing for control over the nanostructures’ morphology and crystallinity governing their optical and electronic properties. In this work, we grow ZnO nanostructures via hydrothermal synthesis using surfactants that significantly affect the growth kinetics. Nanostructures with geometry from nanowires to hexapods are obtained and studied with photoluminescence (PL) spectroscopy. Analysis of the photoluminescence spectra demonstrates pronounced exciton on a neutral donor UV emission in all of the samples. Changing the growth medium chemical composition affects the emission characteristics sufficiently. Apart the UV emission, nanostructures synthesized without the surfactants demonstrate deep-level emission in the visible range with a peak near 620 nm. Structures synthesized with the use of sodium citrate exhibit emission peak near 520 nm, and those with polyethylenimine do not exhibit the deep-level emission. Thus, we demonstrate the correlation between the hydrothermal growth conditions and the obtained ZnO nanostructures’ optical properties, opening up new possibilities for their precise control and application in nanophotonics, UV–Vis and white light sources.