The beauty world never sits still. One week, it’s someone declaring it’s a sardine skin summer again, the next it’s all about partless ponytails. Scroll on socials, and you’ll find endless videos of Gen Z girls filming skincare and makeup routines, product empties, and beauty product hauls—all influencing what everyone else buys next. Brands in this industry are competing in one of the most crowded spaces for Gen Z’s attention. Young consumers have more choices than ever, and they’re constantly weighing recommendations from friends, creators, and their own favorite brands before deciding which brands are worth adding to their routine and their carts. So, amid all the noise, which brands are actually breaking through and have earned the coveted title of being one of Gen Z girls’ “favorites”? That’s exactly what YPulse data can uncover. To track brands’ cultural relevance, YPulse’s Brand Tracker monitors the brand health of 600 brands on a weekly basis, revealing 13-39-year-olds’ affinity for brands across industries.* The Brand Tracker survey establishes key...
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