Recent findings from Piper Sandler’s biannual survey, “Taking Stock With Teens,” reveal a noteworthy increase in beauty spending among teens, especially females. The results show that teen girls have boosted their beauty expenditure by an impressive 10 percent year-over-year, with most categories witnessing growth. The only exception appears to be hair care, which has remained relatively stable. This survey, which spoke to over 6,500 teenagers across the United States, indicates a significant shift in the beauty landscape and consumer behaviors, especially with younger consumers becoming more discerning and engaged in their beauty practices.
One of the standout trends highlighted in the survey is the sharp rise in fragrance popularity among both girls and boys. Fragrance spending has seen remarkable growth, with a 22 percent increase among teen girls and an even more astonishing 44 percent among boys. It appears that the once niche fragrance market for boys is now booming, as young males are gravitating toward designer scents, dupes, and popular items showcased on platforms like TikTok. Brands like Lattafa and Rayhaan, which have gained traction through the TikTok Shop, are particularly appealing to this demographic. This interest illustrates a broader acceptance and enthusiasm for scents among younger consumers, emphasizing that fragrance is no longer solely a female domain.
Interestingly, statistics reveal that more teens are wearing fragrances every day than in previous years, rising to 53 percent for boys and 78 percent for girls. The average annual spending on fragrances among teen boys has jumped from $88 to $127, while girls increased their spending from $87 to $107. Popular brands for girls include Bath & Body Works, Sol de Janeiro, and Victoria’s Secret, while teen boys are leaning toward Jean Paul Gaultier and Versace. Furthermore, Bath & Body Works has gained considerable ground, emerging as a top retailer for teen girls and edging out giants like Target and Amazon to secure the third position in the market.
The survey also sheds light on the shopping preferences of teen boys when it comes to beauty products. Notably, Amazon tops their list as the most favored destination, with Sephora trailing significantly at 10 percent. This shift showcases a growing interest among boys in taking an active role in beauty shopping, just as their female counterparts have long done. On the brand front, E.l.f. Cosmetics, CeraVe, and Amika lead the way in makeup, skincare, and haircare respectively. The staying power of these brands in the hearts of teenage consumers reveals their marketing effectiveness and the increasing significance of affordable, high-quality products in creating lasting beauty routines.
Amid these trends, moms and brands alike are taking note of changing preferences in the skincare arena. CeraVe reigns supreme among teenage girls and boys, being recognized for its effective products that cater to a variety of skin types. New entrants in the skincare battle include Hailey Bieber’s Rhode brand, which has quickly gained traction with teens. Moreover, the notable rise of K-beauty and indie brands like Anua indicates a remarkable shift toward trendy and innovative formulas that are aesthetically appealing and often backed by positive social media verification, making them desirable among young consumers.
Ultimately, the data reveals how industry dynamics are evolving in response to the interests and desires of Gen Z adolescents. With a greater focus on self-expression and personal care, it’s clear that teenage beauty standards and spending habits are shifting dramatically. The engagement of teen consumers in the beauty industry is multifaceted, encompassing shopping patterns, brand loyalty, and daily usage of products. As millennials move beyond their teenage years, how brands engage with this demographic will be crucial in ensuring continued loyalty. This fresh enthusiasm for beauty among teens suggests that the industry is not merely recovering but evolving in exciting ways, signaling a vibrant future for beauty products tailored to this young and influential market.
