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Millennials & Gen Z’s 10 Favorite Beauty/Personal Care Brands

What’s the one beauty/personal care brand that rules among both males and females 13-34-years-old? We found out…

Did you know that Millennials spend more money on self-care than any generation before them? NPR reports that 18-33-year-olds spend twice as much on self-care as Boomers, and in 2015, more 18-42-year-olds made commitments to personal improvement than older consumers. The obsession coincides with the rise of the Internet—Google gives endless info on health and beauty through a simple search, with self-care searches reaching a five-year high in 2017.

While some of this care is internal, with the rising interest in mindfulness, meditation, and mental health, of course they’re also spending a ton on beauty and personal care products as well. According to our newest finance and spending tracker, 24% of 13-17-year-olds and 52% of 18-34-year-olds are spending on personal care/beauty products monthly—while 35% of 18-34-year-olds are spending on personal care/beauty services monthly as well. Our recent survey on beauty and personal care products found out where they’re buying them, what labels are making them more likely to purchase, who’s influencing their shopping, and more—including their favorite products. We asked 1000 13-34-year-olds, “What is your favorite beauty or personal care brand you purchase in a store or online?”*—and one brand ruled for both males and females. Which was it? Here are their top ten lists, according to gender:

*This was an open-end response question to allow us to capture the full range of beauty/personal care brands that Millennials and Gen Z like best—without our preconceived ideas shaping their responses. As with any qualitative question, the responses include those that are top of mind and those that are most popular. The list is ordered according to number of responses received, and alphabetically when ties occurred.

What Is Their Favorite Beauty/Personal Care Brand?

Females 13-34-years-old

  1. Dove
  2. NYX
  3. ELF
  4. Neutrogena
  5. Covergirl
  6. Maybelline
  7. Tarte
  8. Urban Decay
  9. L’Oreal
  10. Bare Minerals

Males 13-34-years-old

  1. Dove/Dove Men
  2. Old Spice
  3. Axe
  4. Nivea
  5. Suave
  6. Head and Shoulders
  7. Degree
  8. Colgate
  9. Amazon
  10. DIAL / Neutrogena 

Dove made the top of the ranking for both males and females 13-34-years-old continuing their reign as the most-mentioned favorite beauty/personal care product for the third year. In fact, it’s the only brand that made the favorite ranking for both genders—quite a feat. Females were more likely than males to name a makeup brand (we also asked them about makeup specifically) while males were more likely than females to mention soap/shampoo/conditioner brands. 

To download the PDF version of this insight article, click here.