Piper Sandler Companies' 49th semi-annual Taking Stock With Teens survey (spring 2025), conducted in partnership with DECA, has found teens' core beauty wallet jumped 10% year over year to the highest level ever, totaling $374. That record comes as a whopping 57% of surveyed teens reported a worse outlook on economic trends (see chart or click here for methodology details and other stats).
The data shows that just a handful of brands have a 20% or greater share of teen preference in their categories, including e.l.f. in color cosmetics, Bath & Body Works in fragrance (which is undergoing something of a comeback) and CeraVe in skin care.
Piper Sandler Companies' 49th semi-annual Taking Stock With Teens survey (spring 2025), conducted in partnership with DECA, has found teens' core beauty wallet jumped 10% year over year to the highest level ever, totaling $374.Piper Sandler
Top beauty retailers for teens
- Sephora is the top beauty shopping destination for teens
- Ulta ranks second
- Bath & Body Works takes the third spot; this is the first time the retailer has been in the top 10 since 2018
Top makeup brands for teens
- e.l.f. (35%)
- Rare Beauty (9%)
- Maybelline (6%)
Top fragrance brands for teens
- Bath & Body Works (20%)
- Sol de Janeiro (18%)
- Victoria's Secret (10%).
Top skin care brands for teens
- CeraVe (32%)
- The Ordinary (11%)
- La Roche-Posay (8%)
Top hair care brands for teens
- Amika (9%)
- Not Your Mother's (8%)
- Olaplex (5%)
