Twice a year since 2001, American investment bank Piper Sandler has surveyed a panel of teenagers across the country. The aim? To gain a better understanding of their consumption habits. Part of this survey is dedicated to beauty.
To conduct this fall edition of its traditional “Teen Survey,” Piper Sandler surveyed 10,969 Americans. The average age of the panel is approximately 15.
The sample consists of 55% boys, 44% girls, and 1% non-binary individuals. The majority of respondents live in households with an annual income of around $70,000.
The panelists reside throughout the United States. Thirty-three percent of them have part-time jobs alongside their studies.
Initial findings
Teenagers’ budgets are $2,213, which is 6% less than last year.
In fact, 66% say their “economic situation” has deteriorated compared to 2024.
As a result, they are spending less money on discretionary purchases. Their beauty budget is $336, which is 2% less than in 2024.
Beauty destinations
Sephora (40%), Ulta (26%), and Target (7%) are the most popular cosmetics retailers among panelists.
When it comes to makeup, respondents like e.l.f (36%), Rare Beauty (8%), and Maybelline (6%). For skin care, they turn to expert brands such as CeraVe (32%), The Ordinary (10%), and La Roche-Posay (7%).
Bath & Body Works (19%), Sol de Janeiro (16%), and Victoria’s Secret (11%) top the fragrance rankings.
Finally, for hair products, Not Your Mother’s (11%), Amika (8%), and L’Oréal (7%) …
