What: US teens are transforming the beauty market with USD 4.9 billion in annual spending and unprecedented 23% growth, driven by earlier adoption and changing attitudes.

Why it is important: The research challenges traditional assumptions about teen consumers, revealing unexpected brand loyalty and sophisticated shopping behaviors that retailers must address.

A comprehensive BCG study of over 1,200 US teens aged 13-18 and their parents reveals significant shifts in beauty market dynamics. Teens now represent approximately 10% of the US consumer beauty market, spending USD 1.5 billion on makeup, USD 1.7 billion on skincare, and USD 1.7 billion on fragrance annually. The market shows exceptional growth at 23% year-over-year, more than double the overall beauty market's 9% increase. Notable trends include earlier product adoption (average age 12), increased male participation (70% comfortable discussing beauty), and true omnichannel shopping behavior (80% shopping both online and in-store). Despite assumptions about trend-driven purchasing, teens demonstrate strong loyalty to established mass brands and trust parents and friends over influencers for recommendations.

IADS Notes: Recent market data from March 2025 shows this trend aligns with broader industry shifts, as social and e-commerce now drive more than 50% of global beauty sales. The transformation is particularly evident in teen behavior, with January 2025 findings showing beauty retailers like Sephora adapting by hosting children's birthday parties and educational events. This evolution coincides with October 2024 data showing Gen Z's USD 360 billion spending power driving demands for personalized experiences, while retailers like Nordstrom respond with dedicated "Young Adult" beauty kiosks to capture this growing market.

US teens are shaking up the world of beauty

the new face of beauty : inside the teen mindset - full report