Gen Z is fueling the beauty industry
Here's where they're shopping.
We’ve all heard of the ‘Sephora kids’ and seen the videos of tweens and kids even younger investing in their skincare routine—similarly to adults.
While there is literally nothing wrong with a child or teen of any age wanting to take care of their skin—whether it’s for skincare concerns or to feel better about themselves—the phenomenon has kind of pivoted in a direction that screams negativity and judgement.
Those in their late teens, twenties, or even older could’ve taken a moment to educate these kids (and their parents) who want to do exactly what they see on social media (it all comes full circle—so who is really surprised??) on what products are age appropriate and how to properly cleanse and moisturize their skin, maybe there wouldn’t have been such a bad stigma on younger generations investing in themselves. I digress, as my spiel on this topic could continue for longer than Substack would allow.
However, it seems like their growing interest in skincare and beauty in general has benefited these brands in a major way. From shopping at Sephora to purchasing the same products their moms use on their skin, it didn’t come too much of a shock to me when I came across this report from Beauty Matter on how teen beauty spending in the U.S. has hit an all-time high.
“Gen Z isn’t just influencing beauty—they’re fueling it 💸” the caption read. “With wellness and value-driven brands taking center stage, this generation is redefining what beauty means—and how much they’re willing to spend on it.”
Their report was based on findings from Piper Sandler, who released its 49th semi-annual teen survey, which revealed the subject “has reached new heights, defying a broader slowdown in the category beauty spending among teens.” The survey included responses from 6,455 teens across 43 states and showed that beauty spending increased 10% year-over-year, averaging $374 among female teens—the highest level recorded since 2007.
“Piper Sandler is excited to highlight the results of our spring 2025 Taking Stock With Teens survey, which offers an inside look at how thousands of US teens are spending their money and its correlation to our economy. This spring, teens self-reported annual spending at $2,388, which is an increase from both our spring 2024 and fall 2024 surveys,” Korinne Wolfmeyer, Senior Research Analyst at Piper Sandler said.
As for where they’re shopping, Sephora, Ulta Beauty, and Bath & Body Works were the top destinations.
According to the survey, teen fragrance usage was the fastest-growing category among teens. Here are the stats:
53% of teen boys wear fragrance daily, up from 43%
78% of teen girls wear fragrance daily, an increase from 66%
Boys spend more on the category; $127 annually, an increase from $88 last spring, while teen girls spend $107 compared to $87 last spring
Some of the top brands female teens are shopping include Amika, Not Your Mother’s, Olaplex, e.l.f. Cosmetics, Rare Beauty, Maybelline, CeraVe, The Ordinary, La Roche-Posay, Cetaphil, Glow Recipe, Bath & Body Works, Sol de Janeiro, Victoria’s Secret, Dior, Billie Eilish, Ariana Grande, and even more.
For teen males, they’re shopping beauty products from Amazon, Sephora, Macy’s, Target, CeraVe, Cetaphil, Dove, Neutrogena, La Roche-Posay, Native, The Ordinary, Old Spice, Practiv, Jean Paul Gaultier, Versace, Dior, YSL Beauty, Valentino Beauty, and more.
As far as skin health goes, do these specific brands properly cater to their skin, which is vastly different from those in their 20s and older? Since I’m no expert, it’s important to talk to a dermatologist and your teens primary care doctor on what products are best for their skin concerns. Overall, I’m sure simple is better for their skin, which is still developing just as much as they are.
The Ordinary launches new serum-textured SPF. This is their first product back into the sunscreen game after taking a hiatus in 2023 due to consumer issues. The product is set to launch on May 6 and is made FDA-approved chemical filters to deliver a lightweight, high-SPF sunscreen that does not leave a white cast.
Grown Alchemist has expanded its US presence by launching in Nordstrom. Some of the available products include the Invigorate Hand Wash, Restorative Hand Cream, Gentle Gel Facial Cleanser, Skin Defense Primer, Hydra-Restore Lip Balm, and Energize Body Cleanser.
billie has created an interactive campaign that those in NYC can take part of. To celebrate their new Coco Villa Deodorant, the brand put up scratch and sniff posters so people can smell the scent of the product before purchasing.
Tarte products are now available on Amazon. Customers will be able to shop their shape tape concealer, Maracuja Juicy Lip, and Tartelette Tubing Mascara.
A Chinese investment fund, Cathay Consumer Co-Creation Fund, has made its first color cosmetics investment with First Cover—a brand focused on foundation products. Read more about it on WWD.
