Piper Sandler released findings from its 49th semi-annual teen survey, revealing beauty spending among teens has reached new heights, defying a broader slowdown in the category. The survey, which included responses from 6,455 teens across 43 states, showed that beauty spending increased 10% year-over-year (YoY) to an average of $374 among female teens. This marks the highest level recorded since the survey's inception in spring 2007.

“Piper Sandler is excited to highlight the results of our spring 2025 Taking Stock With Teens survey, which offers an inside look at how thousands of US teens are spending their money and its correlation to our economy. This spring, teens self-reported annual spending at $2,388, which is an increase from both our spring 2024 and fall 2024 surveys,” said Korinne Wolfmeyer, Senior Research Analyst at Piper Sandler.

Top Beauty Shopping Destinations

Bath & Body Works has not ranked in the top 10 since 2018 but beat out Target, Amazon, and Walmart, ranking #3 in the spring report. Sephora held its #1 spot, picking up 1% of the share YoY, followed by Ulta Beauty, which was steady at #2 but lost -%5 YoY.

Sephora 38%
Ulta Beauty 26%
Bath & Body Works 7%

Fragrance was the fastest-growing category among teens, with category spending increasing 22% YoY among girls and up 44% among teen boys.

• 53% of teen boys wear fragrance daily, up from 43%
• 78% of teen girls wear fragrance daily, an increase from 66%
• Boys spend more on the category; $127 annually, an increase from $88 last spring, while teen girls spend $107 compared to $87 last spring

Top Brands By Category

Haircare
Amika 9%
Not Your Mother's 8%
Olaplex 5%

Makeup
e.l.f. Cosmetics 35%
Rare Beauty 9%
Maybelline 6%

Skincare
CeraVe 32%
The Ordinary 11%
La Roche-Posay 8%
Cetaphil 4%
Glow Recipe 4%
e.l.f SKIN 3%
Bubble 3%
Neutrogena 3%
PanOxyl 2%
Good Molecules 2%

Fragrance
Bath & Body Works 20%
Sol de Janeiro 18%
Victoria’s Secret 10%
Dior 4%
Billie Eilish 4%
Valentino Beauty 4%
Carolina Herrera 3%
Ariana Grande 3%
YSL Beauty 3%
Burberry 3%

For the first time, Piper Sandler surveyed teen boys on their favorite beauty shopping destinations:
Amazon 29%
Sephora 10%
Macy’s 8%
Target 8%
Ulta 7%
Walmart 7%
Bath & Body Works 3%
FragranceNet.com 2%
Dillard’s 2%
Jomashop 2%

Teen Boys' Favorite Skincare Brands
CeraVe 52%
Cetaphil 5%
Dove 4%
Neutrogena 3%
La Roche-Posay 3%
Native 2%
The Ordinary 2%
Old Spice 1%
Proactiv 1%
Dr. Squatch 1%

Teen Boys' Favorite Fragrance Brands
Jean Paul Gaultier 11%
Versace 10%
Dior 9%
YSL Beauty 8%
Valentino Beauty 6%
Giorgio Armani  4%
Ralph Lauren 4%
Paco Rabanne 3%
Azzaro 3%
Dolce&Gabbana 3%