Teen magnificence spend is up — and never by a bit of.
Findings from Piper Sandler’s biannual Taking Inventory With Teenagers survey point out feminine teen magnificence spend reached double-digit progress of 10 p.c year-over-year, with all classes seeing will increase apart from hair, which remained comparatively flat. The report surveyed 6,455 teenagers throughout 43 states within the U.S.
Perfume was the fastest-growing class among the many cohort (reflective of its standing total, too), with perfume spend up 22 p.c year-over-year amongst ladies and up 44 p.c amongst teen boys. This comes as males’s fragrances proceed to outpace ladies’s in gross sales progress, in accordance with Circana, and youthful male entrants take elevated curiosity in designer scents, dupes and viral oud-y manufacturers like Lattafa and Rayhaan, that are standouts of TikTok Store’s burgeoning perfume enterprise.
Jean Paul Gaultier ranked because the number-one perfume model amongst teen boys surveyed.
Courtesy Picture
Fifty-three p.c of stripling boys and 78 p.c of stripling ladies surveyed reported carrying perfume each day, up from 43 p.c and 66 p.c in 2023. Boys are spending extra on fragrances, although, with their perfume spend reaching a median $127 yearly (up from $88 final spring) and teenage lady spend at $107 (versus $87 final spring).
Teen ladies’ favourite perfume manufacturers, spring 2025, per Piper Sandler:
- Tub & Physique Works: 20 p.c
- Sol de Janeiro: 18 p.c
- Victoria’s Secret: 10 p.c
- Dior: 4 p.c
- Billie Eilish: 4 p.c
- Valentino Magnificence: 4 p.c
- Carolina Herrera: 3 p.c
- Ariana Grande: 3 p.c
- YSL Magnificence: 3 p.c
- Burberry: 3 p.c
Teen boys’ favourite perfume manufacturers, spring 2025:
- Jean Paul Gaultier: 11 p.c
- Versace: 10 p.c
- Dior: 9 p.c
- YSL Magnificence: 8 p.c
- Valentino Magnificence: 6 p.c
- Giorgio Armani: 4 p.c
- Ralph Lauren: 4 p.c
- Paco Rabanne: 3 p.c
- Azzaro: 3 p.c
- Dolce & Gabanna: 3 p.c
This teen fragrance growth has additionally propelled Tub & Physique Works to the number-three retailer place amongst teen ladies — it beforehand didn’t crack the highest 5 — with 7 p.c share, beating out Goal, Amazon and Walmart, and monitoring behind Ulta Magnificence, which has a 26 p.c, and Sephora, 38 p.c.
Since overtaking Ulta as feminine teenagers’ number-one magnificence vacation spot within the survey’s fall 2023 iteration, Sephora has maintained its place, even gaining two share factors this spring. Ulta and Goal then again continued to cede share as the sweetness retailer race for younger customers’ loyalty intensifies.
For the primary time, Piper Sandler surveyed teen boys on their favourite magnificence purchasing locations, too, and their preferences look completely different.
Teen boys’ favourite magnificence purchasing locations, spring 2025:
- Amazon: 29 p.c
- Sephora: 10 p.c
- Macy’s: 8 p.c
- Goal: 8 p.c
- Ulta: 7 p.c
- Walmart: 7 p.c
- Tub & Physique Works: 3 p.c
- Fragrancenet.com: 2 p.c
- Dillard’s: 2 p.c
- Jomashop: 2 p.c
On a model stage, Amika was the number-one hair care model at 9 p.c share; E.l.f. Cosmetics was on high in make-up at 35 p.c, and CeraVe was primary in skincare at 32 p.c. CeraVe was additionally the highest skincare model amongst teen boys, particularly.
CeraVe is the number-one skincare model amongst teenagers total, and amongst teen boys specifically.
Picture Courtesy of CeraVe
The highest 4 cosmetics manufacturers amongst teenagers surveyed have remained the identical for the previous two years — these being E.l.f. Cosmetics, Selena Gomez’s Uncommon Magnificence, Maybelline New York and Charlotte Tilbury, in that order — although significant movement could be seen additional on within the rating.
This spring, Hourglass Cosmetics, Tower 28 and One/Measurement by Patrick Starr all entered the highest 20 for the primary time, whereas MAC Cosmetics fell out of the highest 20 after steadily dropping in rank over the previous few years.
In skincare, Shiseido-owned Drunk Elephant — previously the seeming model of selection for so-called “Sephora children” — fell out of the highest 10 amongst teen ladies for the primary time in years, coming in at eleventh, whereas Hailey Bieber’s Rhode entered the highest 20 for the primary time at quantity 14. Curiously, viral Ok-beauty indie Anua rose to quantity 13 after first cracking the highest 20 final fall. Recognized for its heartleaf-infused oil cleansers and toners, the model is a sensation on TikTok, and was snapped up by Ulta in January for its first U.S. retail foray.
Hailey Bieber’s Rhode is a key skincare share gainer amongst teenagers.
Courtesy of Rhode/Harley Weir
Teen ladies’ favourite skincare manufacturers in spring 2025:
- CeraVe: 32 p.c
- The Odd: 11 p.c
- La Roche-Posay: 8 p.c
- Cetaphil: 4 p.c
- Glow Recipe: 4 p.c
- E.l.f. Pores and skin: 3 p.c
- Bubble: 3 p.c
- Neutrogena: 3 p.c
- PanOxyl: 2 p.c
- Good Molecules: 2 p.c
Teen boys’ favourite skincare manufacturers in spring 2025:
- CeraVe: 52 p.c
- Cetaphil: 5 p.c
- Dove: 4 p.c
- Neutrogena: 3 p.c
- La Roche-Posay: 3 p.c
- Native: 2 p.c
- The Odd: 2 p.c
- Previous Spice: 1 p.c
- Proactiv: 1 p.c
- Dr. Squatch: 1 p.c
In hair, Native — which entered hair care in 2021 — was the number-one model amongst teen boys at 12 p.c of share, whereas Dove got here in second at 10 p.c. Mass-market curly and pure hair care manufacturers like SheaMoisture, Camille Rose and Cantu Magnificence ranked fifth, sixth and seventh, respectively. Amongst teen ladies, Not Your Mom’s took the number-two spot following Amika, holding onto the rank since final fall, whereas Garnier, Tresemmé and Dae Hair all gained share inside the high 20.
Throughout the 6,455 teenagers surveyed, 54 p.c have been feminine; 45 p.c have been male, and 1 p.c have been nonbinary. The typical age was 16.2 years outdated, and 37 p.c of members have been employed part-time.
