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 the ones that align with how they actually approach beauty and skincare: as self-care, experimentation, and personal expression.   By understanding the factors driving these trends—whether it’s how accessible the products are or the root of the aesthetic—brands can see which beauty and skincare trends have staying power with young consumers, not just a week in the spotlight. It also reveals which certain techniques, products, and routines will resurface...