Gen Z & Millennial Females’ 10 Favorite Beauty Brands

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

Who’s the fairest of them all? Ypulse’s youth brand tracker results reveal the favorite beauty brands of Gen Z and Millennial females…

To be at the top of the beauty market, capturing young consumers is essential—because Millennials and Gen Z consumers are actually buying makeup more than Boomers. The makeup industry has seen a surge in recent years as chasing the latest makeup trends and shopping for products supported by fan-favorite influencers have gained traction with young consumers. The Financial Post reports that Ulta Beauty has seen sales surge from $3.9 billion two years ago to $5.9 billion in 2017, while Sephora revenues “have doubled since 2011.” Not to mention upstarts like Kylie Cosmetics, which raked in $420 million in 18 months, mostly via organic marketing courtesy of founder Kylie Jenner and her 99 million followers. Social media has leveled the playing field between indie upstarts and major brands, and these days one appealing product can kickstart a fledgling retailer and attract major retailers like Sephora to partner up for a product launch.

In the face of heightened competition from indies, big beauty brands are doing everything they can to attract young consumers, from incorporating GIFs and Instagram Stories into online marketing to featuring all natural products. Drugstore beauty wants to dethrone the cult brands, and according to Fashionista, from CoverGirl to St. Ives, drugstore staples have taken a new tack to reach young shoppers by switching up slogans, introducing “[M]illennial-friendly packaging,” and hosting experiential pop-ups. After Fenty Beauty’s groundbreaking inclusive line launch, CoverGirl introduced foundation in 40 shades. This year, after augmented reality became a major trend in beauty marketing, L’Oréal bought Modiface, an augmented…

 
 

Want to talk to us about the article
or dive into a custom study?


The Newsfeed

Quote of the Day: “My biggest mistake was that in my financial beginnings I did not seek help from an advisor and I did very badly with my investments, but later I was able to recover.”—Male, 33, NY

The Museum of Ice Cream and Sephora are coming together for a sweet collab. Popsicle-shaped lip glosses, sprinkle-filled brushes, and more Instagrammable products are available for a limited time. Collaborations seem to be the MOIC’s latest move to rake in revenue (they also teamed up with Target), and this one makes sense: young consumers are indulging their “treat yo self” moments with makeup, and similar products like Too Faced’s peach and chocolate-themed collections are flying off shelves. (Cosmopolitan)

Sony is debuting their own ode to retro gaming: the PlayStation Classic. Millennial geeks everywhere, rejoice. The tiny console (with mini controllers to match) will include 20 fan favorite games like Final Fantasy VII and Tekken 3. The question isn’t why Sony is doing this, it’s why more companies aren’t doing this after seeing Nintendo’s runaway success with the SNES and NES Classic. Consoles will come to shelves in early December, right in time for the holidays. (TechCrunch)

The next Netflix movie could premiere on IMAX. And It’s not just Netflix: IMAX’s CEO said “all of the streaming” giants are “in active discussions” to bring their movies to the big screen. Streaming services have shaken up Hollywood by premiering big-budget movies with A-list actors on small screens, betting that young viewers prefer their couches to theaters. But while staying in is the new going out for many Millennials, their love of experiences is also bringing back the box office. (THRThe Verge)

Some wealthy Millennials are becoming social justice warriors to make an impact with their extra resources. Members of Resource Generation give 16 times more than they did before joining up, and together they’ve raised $120,000 for an affordable housing organization, donated $135,000 to the Social Justice Fund Northwest, and much more. In our Topline on the topic, 88% of 13-35-year-olds said they think they can make a difference by getting involved. (Business Insider)

Chinese Millennials and Gen Z are turning their attention from livestreaming to short video clips. Douyin, a short video app known as TikTok in the U.S., has over 500 million monthly active users globally. It was even the world’s most-downloaded app for the first half of 2018, according to Sensor Tower, and its rival Kuaishou is racking up users too. Meanwhile, users and stock are dropping for livestreaming platforms—with the exception of esports. (CNBC)

Quote of the Day: “I once spent $30,000 in one year solely on fun things (entertainment, traveling, dining out, etc.).”—Female, 21, PA

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies