Beauty: US Teen Beauty Spending Hits Record High
- InsightTrendsWorld
- 15 hours ago
- 8 min read
Why Is This Topic Trending?
Record Teen Beauty Spending: Female teens’ annual beauty spend reached $374, up 10% YoY, the highest since 2007.
Fragrance Surge: Teen fragrance spending jumped 22% for girls and 44% for boys, signaling broadening category appeal.
Male Beauty Growth: For the first time, teen boys were surveyed on beauty destinations and brands, revealing strong interest in skincare (CeraVe 52%) and fragrance (Jean Paul Gaultier 11%).
Channel Shifts: Bath & Body Works vaulted back into the top 3 shopping destinations for teens, outranking mass retailers like Target and Walmart.
Defying Category Slowdown: While overall beauty saw headwinds, teen spending remains robust, underscoring the segment’s resilience.
Overview
Piper Sandler’s Spring 2025 “Taking Stock With Teens” survey—6,455 respondents across 43 states—shows U.S. teen beauty spending climbing despite macroeconomic pressures. Sephora and Ulta retain top spots, but value and niche players (Bath & Body Works, e.l.f.) are rising. Rapid fragrance adoption among both genders and the formal inclusion of teen boys in beauty research highlight an evolving, high-growth market.
Detailed Findings
Top Shopping Destinations (Girls)
Sephora 38% (+1 pt YoY)
Ulta Beauty 26% (–5 pts YoY)
Bath & Body Works 7%
Fragrance Growth
Girls: Daily wear up from 66% → 78%; spend $107 (↑ from $87)
Boys: Daily wear up from 43% → 53%; spend $127 (↑ from $88)
Category Favorites (Girls)
Haircare: Amika 9%, Not Your Mother’s 8%, Olaplex 5%
Makeup: e.l.f 35%, Rare Beauty 9%, Maybelline 6%
Skincare: CeraVe 32%, The Ordinary 11%, La Roche-Posay 8%
Fragrance: Bath & Body Works 20%, Sol de Janeiro 18%, Victoria’s Secret 10%
Boys’ Top Destinations & Brands
Shopping: Amazon 29%, Sephora 10%, Macy’s 8%
Skincare: CeraVe 52%, Cetaphil 5%, Dove 4%
Fragrance: Jean Paul Gaultier 11%, Versace 10%, Dior 9%
Teen beauty spending is climbing for several interrelated reasons:
Social-Media Influence & Tutorial Culture
TikTok, Instagram Reels and YouTube “get ready with me” videos have made beauty routines highly visible and aspirational. Teens follow creators demonstrating skincare steps, makeup looks, and fragrance layering—then want to replicate them.
Viral product reviews and “dupes” expose teens to new brands quickly, accelerating trial and repeat purchases.
Self-Expression & Identity Formation
Adolescence is a time of exploring personal style and identity. Beauty products—from bold eyeshadow to signature scents—serve as tools for crafting how teens present themselves to peers.
With growing acceptance of gender fluidity, both girls and boys use skincare and fragrance to express individuality.
Accessible “Affordable Indulgences”
Many high-impact brands (e.l.f., CeraVe, Bath & Body Works) price key SKUs under $20, letting teens experiment widely without blowing their allowances.
Sample-sized, travel-sized and subscription-box formats reduce upfront costs and encourage ongoing trial.
Normalization of Male Grooming
The first formal survey of teen boys’ beauty habits underscores how skincare and fragrance have shed stigma for male teens.
Rising male spend—up 44% YoY in fragrance—reflects broader cultural shifts toward men’s self-care.
Emphasis on Self-Care & Mental Wellness
Daily beauty rituals—like a five-step skincare routine or spritzing on a favorite fragrance—provide structure, confidence boosts, and small moments of joy amid teen stress.
Brands leaning into “clean,” cruelty-free, and sustainably sourced formulas resonate with socially conscious Gen Z.
Omnichannel Discovery & Convenience
Seamless integration between in-store experiences (Ulta, Sephora try-ons) and online ordering (Amazon, direct-to-consumer sites) makes it easy for teens to discover, sample, and re-order.
Fast shipping, loyalty points, and social-commerce features (shoppable posts, livestreams) keep engagement high.
Brand Innovation & Limited Editions
Frequent new launches, limited-edition collaborations (with influencers, K-beauty brands, or pop icons), and collectible packaging tap into teens’ FOMO and drive refill purchases.
Fragrance minis, mood-boosting scents, and “skinimalist” skincare launches cater specifically to teen interests.
Peer & Community Validation
Sharing before-and-after selfies, unboxing videos, and perfume collections fosters a sense of belonging in online and offline friend groups.
Peer recommendations are more trusted than traditional ads, so positive word-of-mouth fuels category growth.
Together, these factors—social influence, self-expression needs, accessible pricing, male grooming normalization, self-care emphasis, omnichannel convenience, constant product innovation, and community validation—have created the perfect storm driving record beauty spending among today’s teens.
Key Takeaway
Teen beauty—powered by fragrance adoption and value-plus-performance brands—is a high-growth, resilient segment, driven by self-expression, social media influence, and the blurring of gender norms in personal care.
Main Trend – “Teen Beauty Resilience”
A dynamic surge in teen beauty spending that defies broader market slowdowns, fueled by deepening category engagement (especially fragrance) and the mainstreaming of male beauty routines.
Trend Description
Teen Beauty Resilience captures how skincare, makeup, haircare, and fragrance have become essential tools for self-expression and confidence among Generation Z—delivering an “affordable indulgence” that teens maintain even during economic uncertainty.
Consumer Motivation
Self-Expression & Identity: Beauty routines empower teens to curate personal style and social image.
Social Media Validation: Platforms like TikTok and Instagram reward visible beauty looks and unboxing rituals.
Peer Influence: Trends spread rapidly within friend groups and online communities.
Affordable Luxury: Accessible price points in categories like fragrance and budget makeup cater to teen budgets while feeling indulgent.
What Is Driving the Trend?
Influencer & Creator Culture: Beauty gurus and tutorials create demand for specific products and routines.
Gender Fluidity in Beauty: Male teens embrace skincare and fragrance without stigma, expanding total market.
Value-Performance Brands: Budget-friendly labels (e.l.f, CeraVe) deliver results, earning teens’ trust.
Experiential Retail: In-store experiences at Sephora and Ulta strengthen brand engagement and discovery.
Motivation Beyond the Trend
Emotional Well-Being: Beauty rituals provide stability and self-care in a turbulent world.
Community & Belonging: Participation in beauty fandoms fosters social connection and confidence.
Ritualized Routine: Daily skin and scent routines mark rites of passage and independence.
Description of Consumers
Attribute | Profile |
Age | 13–19 |
Gender | Female-majority for beauty; growing male engagement |
Income | Allowance-driven; mix of low- and middle-income households |
Lifestyle | Digital natives; value authenticity, social validation, self-care |
Conclusions
Teen beauty spending shows unique resilience, driven by emotional, social, and aesthetic motivations. Fragrance’s meteoric rise signals a once-niche category going mainstream for both genders. Value-plus performance brands capture share from premium incumbents, and teen boys represent a rapidly growing segment.
Implications for Brands
Innovate Fragrance Offerings: Develop gender-neutral scents and micro-sizes tailored to teens’ budgets.
Invest in Social Commerce: Leverage shoppable live streams and creator partnerships for demos and tutorials.
Expand Value-Performance Lines: Enhance efficacy claims and packaging to resonate with grade-school budgets.
Implication for Society
Shifting Gender Norms: Acceptance of male beauty routines signals broader cultural change toward inclusivity.
Youth Empowerment: Beauty as self-care highlights teens’ prioritization of mental health and identity.
Consumer Savvy: Teens’ brand switching and research demonstrate early maturity in spending decisions.
Implications for Consumers
Wider Choice: Teens gain access to an expanding array of brands and categories.
Budget Management: Affordable luxury products teach teens to balance indulgence with financial constraints.
Skill Development: Learning beauty routines fosters discipline, creativity, and self-confidence.
Implication for Future
Teen beauty spending will continue to outpace general market growth, driving category innovation (e.g., teen-focused clean beauty, AR try-ons) and broadening gender-inclusive offerings.
Consumer Trend: “Affordable Teen Indulgence”
Teens prioritize accessible premium products (fragrance minis, budget makeup, potent skincare) that deliver self-expression and satisfaction without breaking allowances.
Consumer Sub Trend: “Boy Beauty Rise”
A significant uptick in teen boys’ adoption of skincare and fragrance, challenging traditional gender norms and creating new sub-segments for targeted innovation.
Big Social Trend: “Self-Care Ritualization”
Beauty practices become daily self-care rituals, integral to mental well-being and identity consolidation for digital-native generations.
Worldwide Social Trend: “Youth Empowered Consumption”
Global teens wield increasing spending power and cultural influence, shaping product development and marketing in beauty and beyond.
Social Drive: “Digital Beauty Influence”
Creators and peer reviews on TikTok, YouTube, and Instagram drive rapid trend cycles, brand discovery, and purchase decisions, especially among teens.
Learnings for Brands to Use in 2025
Prioritize Fragrance Innovation: Offer sample-size, gender-neutral scents with social-shareable packaging.
Embrace Male Beauty: Launch male-targeted skincare kits and educational content.
Leverage Value-Performance Hits: Highlight clinical evidence and teen testimonials for budget brands.
Activate Omnichannel Discovery: Sync in-store experiences (pop-ups, try-ons) with social commerce and AR filters.
Strategy Recommendations for Brands to Follow in 2025
Develop Teen Advisory Panels: Co-create products and campaigns with real teens to ensure relevance.
Offer Subscription Bundles: Monthly “beauty boxes” featuring travel-size skincare, makeup, and fragrance samplers.
Partner with Teen Influencers: Micro-influencers deliver authenticity and deep community engagement.
Expand Digital Try-On Tools: AR beauty mirrors and in-app customization foster risk-free exploration.
Design Tiered Pricing: Introduce entry, mid, and hero products to accommodate allowance ranges and progressive upgrades.
Final Sentence (Key Concept)
The “Teen Beauty Resilience” trend reveals that, even amid economic headwinds, today’s teens invest heavily in beauty as an affordable indulgence and self-care ritual, driving rapid growth across categories and genders.
What Brands & Companies Should Do in 2025
Build Gender-Fluid Lines: Create unisex formulations and scents to capture expanding male engagement.
Host Virtual Beauty Workshops: Offer online tutorials co-led by teen creators to deepen brand loyalty.
Scale Sample Outreach: Distribute mini-sizes through school programs or viral pop-ups for trial and social buzz.
Monitor Teen Trends In Real Time: Use sentiment analysis on TikTok and Instagram to respond instantly to emerging fads.
Final Note
• Core Trend – “Teen Beauty Resilience”: Robust, record-setting teen beauty spending even as broader categories slow.
• Core Strategy – “Affordable Indulgence”: Deliver high-value, budget-friendly beauty experiences that double as self-care treats.
• Core Industry Trend – “Gender-Inclusive Personal Care”: Rapid growth of male beauty and unisex products shifting market dynamics.
• Core Consumer Motivation – “Self-Expression & Ritual”: Teens seek beauty routines that affirm identity, foster confidence, and provide emotional stability.
• Final Conclusion: In 2025, brands that combine affordability, performance, and inclusivity—while meeting teens where they shop and socialize—will capture the next wave of beauty innovation and loyalty.
Core Trend Detailed: “Teen Beauty Resilience”
Description
Teen Beauty Resilience captures how U.S. teenagers—particularly female Gen Zers—are prioritizing beauty purchases as both an act of self-expression and an affordable indulgence, even amid broader economic slowdowns. Driven by social media influence, inclusive brand positioning, and rising male engagement, teen beauty spend has hit record highs, signaling a durable, high-growth segment within the larger cosmetics and personal-care market.
Key Characteristics of the Trend (Summary)
Record Spend Levels: Average annual beauty spend among female teens reached $374 (↑ 10% YoY), the highest since 2007.
Fragrance Adoption Surge: Daily fragrance use climbed to 78% for girls and 53% for boys, with boys’ spend up 44% YoY.
Value-Performance Brands Rising: e.l.f., CeraVe, and Bath & Body Works gain share, as teens seek effective, budget-friendly products.
Male Beauty Mainstreaming: First-time inclusion of boys’ beauty preferences shows strong CeraVe (52%) and Jean Paul Gaultier (11%) traction.
Digital Natives Driving Trends: TikTok tutorials, unboxing clips, and micro-influencer reviews catalyze rapid adoption cycles.
Market and Cultural Signals Supporting the Trend (Summary)
Surveys & Sales Data: Piper Sandler’s semi-annual survey confirms 10% YoY beauty spend growth amid a broader category slowdown.
Store Ranking Shifts: Bath & Body Works re-enters teens’ top-3 destinations, overtaking mass merchants like Walmart and Target.
Category Expansion: Fragrance, once niche for boys, now outpaces makeup and haircare in YoY growth rates.
Social Media Engagement: #SkinCareTikTok and #FragranceTok videos amass millions of views, amplifying brand discovery.
Cultural Inclusivity: Brands’ gender-neutral packaging and influencer campaigns resonate with socially conscious Gen Z.
How the Trend Is Changing Consumer Behavior (Summary)
Daily Beauty Rituals: Teens integrate skincare and fragrance into morning routines, treating them as self-care essentials.
Peer-Driven Discovery: Shopping decisions are heavily influenced by friends’ recommendations and creator endorsements.
Brand Loyalty Through Value: Teens switch brands rapidly, favoring those that offer visible results at teen-budget price points.
Omnichannel Experimentation: Shoppers fluidly move between in-store try-ons (Sephora, Ulta) and online purchases (Amazon, DTC sites).
Implications Across the Ecosystem (Summary)
For Brands & CPGs
Innovate Accessible Formats: Launch travel- and sample-size kits that encourage trial among allowance-driven teens.
Emphasize Efficacy & Ethics: Highlight clean ingredients, sustainability, and clinical proof points.
For Retailers
Curate Teen-Focused Sections: Dedicate shelving to trending teen brands and enable interactive try-on kiosks.
Host In-Store Events: Partner with teen influencers for mini make-up/skincare masterclasses.
For Consumers
Empowered Choices: Teens gain confidence through personalized beauty rituals and peer-validated purchases.
Community Engagement: Online and offline fan communities coalesce around favorite brands and routines.
Strategic Forecast
By 2026, teen beauty spend will outpace overall market growth by 2–3x. Brands that embed gamified loyalty programs, AR try-ons, and DTC subscription models (e.g., monthly “beauty boxes”) will capture the highest share. Expect continued male market expansion, with fragrance and skincare leading new product launches. Social commerce and micro-influencer collaborations will become table stakes for rapid trend adoption.
Final Thought
Teen Beauty Resilience demonstrates that when brands offer affordable indulgences backed by social-media momentum and gender-inclusive positioning, they unlock a powerful growth engine—one that defies economic headwinds and reshapes the future of personal care.
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