The beauty industry is constantly evolving, with new trends and quirky products popping up every day—think glossy skin, watercolor blush, or even hair perfume. And Gen Z females are at the forefront of this innovation. Thanks to these trendsetters, more techniques and must-try products are emerging all the time. They’re not merely binge-watching tutorials; they’re turning those on-screen inspirations into real-life rituals. But with beauty trends moving faster than ever, it’s clear that brands have plenty of competition when it comes to snagging Gen Z’s attention. (Just like most other industries.) With so many options, which brands are actually making an impact? YPulse’s Brand Tracker monitors the brand health of almost 600 brands in North America on a weekly basis, revealing 13-39-year-olds’ affinity for brands across industries. The brand data looks at 20 youth-centric diagnostics, including which brands they think are cool, reflect who they are, are talked about, reflect diversity, make the world better, get them, and more. All of these individual measures then roll up into...
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