Every year, beauty gets a hundred “new” moments. Last year alone, Gen Z cycled through butter yellow nails, guava girl makeup, and, for some, beef tallow—just to name a few! And most come with their own viral routine and star product lineup. Often, these trends seem to rise overnight, get remixed, or resurface with a new name, product, or technique that extends their shelf life. For brands, this rapid turnover can make beauty feel chaotic. But YPulse knows most of these seemingly “viral” beauty trends aren’t followed by everyone. In fact, the trends young people think are really taking off are...