Nearly all young people are using skincare, and routines are intentionally simple. Spending is shifting toward products that promise long-term skin health over quick cosmetic fixes. Makeup still plays an important role, especially for young women, but it’s increasingly framed as something expressive and optional rather than a requirement. For men, subtle, confidence-boosting makeup is becoming more normalized as grooming, wellness, and beauty continue to blur. At the same time, young consumers are becoming more ingredient-aware, even if their understanding remains surface-level, and they’re relying less on hype and more on trusted voices to guide purchases. YPulse’s 2025 Personal Care & Beauty Shopping Report explores how Gen Z and Millennials are navigating skincare, makeup, buzz-worthy ingredients, trends, and retail—revealing how beauty routines are becoming simpler but still fun.
Report length: 22 pages, North America report is based on surveys of 1500 13-39-year-olds in the U.S. and Canada, fielded November 2025. Western Europe report is based on a survey of 2500 13-39-year-olds in the U.K., Italy, Spain, France, and Germany, fielded in November 2025
