Teen Beauty Spending Grows in Latest Survey
Teenagers are shopping in person more often and favoring established skincare brands, according to recent data.
Updated on Oct. 26, 2026 in Beauty
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A new survey of 9,000 U.S. teenagers reveals a recovery in beauty spending, with haircare and skincare categories seeing notable growth. The findings highlight the significant preference for in-person shopping among adolescent beauty consumers.
Why it matters
Understanding shifts in adolescent spending habits provides insight into changing brand loyalty and retail engagement. As teen girls increasingly prioritize specific brands for their skincare and cosmetics routines, these patterns suggest how demand for products may evolve across the broader market.
The Piper Sandler Taking Stock With Teens survey polled approximately 9,000 teenagers across 47 states to measure brand mindshare and wallet share. While the survey quantifies spending growth, such as a 10% rise in haircare, the long-term sustainability of these category trends is currently unknown.
The players
Sephora
A global beauty retailer specializing in prestige cosmetics, skincare, and fragrance.
Ulta Beauty
A beauty retailer offering a mix of mass-market and prestige cosmetics and salon services.
e.l.f.
A cosmetics brand known for affordable, vegan, and cruelty-free makeup products.
CeraVe
A skincare brand developed with dermatologists, focused on barrier-repairing cleansers and moisturizers.
rhode
A skincare and cosmetics company founded by Hailey Bieber, focused on minimalist beauty.
The details
Teen beauty preferences are heavily concentrated in specific retail and brand choices. Sephora remains the leading destination with 39% preference, while 85% of teen girls prefer to purchase their products in person rather than online. e.l.f. dominates the cosmetics category with 33% mindshare, and CeraVe maintains the highest skincare loyalty, holding 30% mindshare among girls and 49% among boys.
Timeline
June 2026 saw the launch of the rhode Pocket Bronzer.
Survey results were published in October 2026.
Health Landscape
This data updates the long-term trends established by the Piper Sandler Taking Stock With Teens longitudinal survey series. The findings reflect how adolescent consumer behavior evolves alongside shifts in popular skincare and cosmetic product accessibility.
As teenagers continue to prioritize specific skincare brands like CeraVe, parents may consider checking ingredient lists for compatibility with their teen's skin type. It is worth discussing skin sensitivity or new product introductions with a dermatologist during your teen's next checkup.
The takeaway
Teen beauty spending shows a clear preference for in-person shopping and established skincare brands. When introducing new products to a teen's routine, focus on consistent, dermatologically vetted items and consult a healthcare provider regarding specific skin concerns.
Further reading
For more trends on skincare and cosmetic habits, visit our Beauty section.
Source note: This article includes information reported by Beautymatter.
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Do you prefer shopping for beauty products in physical stores rather than online?
