At the start of the year, Harpar’s Bazaar predicted “emotional beauty” would be on the rise, creating a mainstream connection between aesthetics and spirituality—meaning beauty would be even more about “feeling good,” which YPulse data shows is exactly how young people are defining wellness today. And as it reports “the joy of beauty cannot be underestimated now,” this trend appears to be one that could be linked to YPulse’s own prediction on the Joy Economy: whatever makes young people feel good, especially the experiential, will be what they spend on without budget guilt. For beauty brands, in teens’ eyes specifically, YPulse’s Brand Tracker data shows that while some top brands are staples that have dominated the beauty industry for years, others now stand out because of their social media presence, unique marketing, and innovative collabs that embrace this trend. YPulse’s Brand Tracker monitors the brand health of over 600 brands in North America on a weekly basis, revealing Gen Z and Millennials’ affinity for brands across industries. When...
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