Gen Z and Millennials are fueling the rise of beauty merch. Beauty brands like Benefit Cosmetics, Milk Makeup, and Kylie Skin are selling their fans hoodies, hats, pins, socks, and scrunchies plastered with their logos. Gen Z favorite Glossier’s GlossiWEAR collection dropped in 2019 and last month they re-released their signature light pink hoodie, earning them “streetwear-level hype” and a pre-sale waitlist of 10,000 customers. Recently, Glossier and Glow Recipe have been using Animal Crossing: New Horizons to promote some of their most popular merch. YPulse called out this rising trend in our Brandoms report, which found 42% of young consumers have purchased something that prominently features their favorite brand’s logo. (Glossy)
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