Millennials & Gen Z’s 10 Favorite Beauty/Personal Care Brands

What’s the one beauty/personal care brand that rules among both males and females 13-34-years-old? We found out…

Did you know that Millennials spend more money on self-care than any generation before them? NPR reports that 18-33-year-olds spend twice as much on self-care as Boomers, and in 2015, more 18-42-year-olds made commitments to personal improvement than older consumers. The obsession coincides with the rise of the Internet—Google gives endless info on health and beauty through a simple search, with self-care searches reaching a five-year high in 2017.

While some of this care is internal, with the rising interest in mindfulness, meditation, and mental health, of course they’re also spending a ton on beauty and personal care products as well. According to our newest finance and spending tracker, 24% of 13-17-year-olds and 52% of 18-34-year-olds are spending on personal care/beauty products monthly—while 35% of 18-34-year-olds are spending on personal care/beauty services monthly as well. Our recent survey on beauty and personal care products found out where they’re buying them, what labels are making them more likely to purchase, who’s influencing their shopping, and more—including their favorite products. We asked 1000 13-34-year-olds, “What is your favorite beauty or personal care brand you purchase in a store or online?”*—and one brand ruled for both males and females. Which was it? Here are their top ten lists, according to gender:

*This was an open-end response question to allow us to capture the full range of beauty/personal care brands that Millennials and Gen Z like best—without our preconceived ideas shaping their responses. As with any qualitative question, the responses include those that are top of mind and those that are most popular. The list is ordered according…

 
 

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


The Newsfeed

“There are alleys with street art that I've walked out of my way to take pictures of to share on Snapchat/Facebook.”
—Female, 32, IL

Mattel’s new toy franchise Enchantimals is inspired by Instagram and Snapchat filters. The new line of 14 dolls are all half-animal—think the bunny and deer filters—and each “shares a ritual trait with her animal friend.” Their origin and the YouTube series starring the girls are no doubt a part of Mattel’s “five-pillar strategic plan” to be a more digital brand. Appealing to Millennial parents and their kids has been a tough sell for Mattel, but they’re making moves like changing up Barbie’s body type and asking kids to pick the next big toy on TV to keep up with the next generation. (Kidscreen)

Harry Potter fans, raise your butterbeers up, because this franchise and its fandom will never die. Two more books from the Harry Potter universe are hitting shelves this fall—though they aren’t actually written by J.K. Rowling. Harry Potter: A History of Magic and Harry Potter: A Journey Through A History of Magic are instead both written by the British Library, to coincide with an exhibition dedicated to celebrating the twentieth anniversary of the first book. The two new works will include “exclusive manuscripts, sketches and illustrations from the Harry Potter archive,” to delight serious fans of the series. (USA Today, New York Times)

Restaurants are being designed with Instagrammability in mind. From unicorn foods to neon signs and tile floors with hidden messages, restaurateurs aren’t just tolerating Instagrammers, they’re intentionally acting as “Instagram bait” to earn some free press. And it doesn’t end at Instagrammable design touches. Many restaurants stress having perfect lighting, and one even provides “Instagram packs” at customer request, consisting of “a portable LED light, multi-device charger, clip-on wide-angle lens, tripod, and a selfie stick.” (The Verge, Grub Street)

Some student loan debt is getting “wiped away” in court because of missing paperwork. Students defaulting on their private loans are getting taken to court by aggressive creditors, but as it turns out, many don’t have the required documents to make them pay up. National Collegiate is at the center of many of these trials—one lawyer in Iowa represented 30 cases brought on by them, and 27 were dismissed because of “critical omissions or flaws” in the paperwork. Some Millennials prioritizing paying back debt might just catch a lucky break. (New York Times)

Millennials want older generations to know why they stand by political correctness. While some may despair the overly PC state of the world, many young consumers see political correctness as protection from prejudice, and a show of respect. What some may view as an over-sensitivity epidemic, many Millennials see as “being morally minded.” Ypulse’s PC Police trend tackled this topic, and found half of 13-33-year-olds would describe political correctness as treating others with respect, and 66% agree that political correctness is one way to make culture kinder and more inclusive. (Business Insider)

 “I’m too lazy to exercise on purpose. Too much work…If I can't get it with my dog, my job, or my nightlife, it ain't happening.”
—Female, 23, CA

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