Building beauty and personal care routines, which brands they’re loyal to, and what drives their product discovery.
Gen Z and Millennials aren’t paying for prestige when it comes to beauty. Their favorite brands are drugstore staples, and their skin and hair routines are surprisingly simple, even with viral 10-step routines all over their feeds. But with so many brands to choose from, they’re leaning on others to decide what to buy, and social media is starting to weigh on young men, too. YPulse’s 2026 Personal Care and Beauty Shopping Behavioral Report gets into who they trust, and the skincare-led trends they’re most excited to try.
In YPulse’s 2026 Personal Care and Beauty Shopping Report, we dive into why young consumers think drugstore beauty works just as well as high-end, who and what most influences the beauty products they buy, and how social media is putting more pressure on young men’s appearance.
Download the full report for further insights
Report length: 24 pages, North America report is based on a survey of 3000 13-39-year-olds in the U.S. and Canada (n=2000 U.S., n=1000 Canada), fielded August 18–29, 2026. Western Europe report is based on a survey of 2500 13-39-year-olds in the U.K., France, Germany, Spain, and Italy (n=500 for each country), fielded August 18-27, 2026.
