e.l.f. cosmetics, Ulta among American teens’ favorite beauty brands: Survey

Teen investing is bouncing back from pandemic lows, according to a the latest study of American teen customer traits, and e.l.f. cosmetics (ELF) and Ulta (ULTA) are among the the leading splendor beneficiaries.

In accordance to Piper Sandler’s most up-to-date semi-once-a-year Technology Z study, which collected input from 7,100 teens in 44 states from February 16 to March 22, e.l.f ranked initially as the most well-liked makeup model for female teenagers while magnificence retailer Ulta strengthened its posture as the best splendor vacation spot.

e.l.f. gained 300 bps year-over-year, knocking the long-dominant drugstore beauty brand Maybelline to the No. 2 spot. (Piper Sandler)

e.l.f. attained 300 bps yr-around-calendar year, knocking the prolonged-dominant drugstore splendor brand Maybelline to the No. 2 location. (Piper Sandler)

The classification as a total could be poised for advancement, the analysts mentioned, with shelling out on cosmetics, skincare, and fragrance raising 10% calendar year-about-year.

According to the survey, the variety of teens who dress in cosmetics every day rose to 37%, up from 21% a 12 months back. In addition, teens who wear makeup each working day invest an ordinary of $83 far more for every 12 months on beauty than the regular cosmetics-putting on teenager.

e.l.f., which formerly held the 2nd spot, beat out rivals Maybelline and Tarte for the top location. Fenty Elegance by Rihanna and Sephora cosmetics, which are equally owned by LVMH (LVMHF), also observed their positions enhance, reaching the sixth and seventh places respectively. Meanwhile, MAC and As well Faced, the two subsidiaries of Estée Lauder (EL), missing ground among teens.

LOS ANGELES, CALIFORNIA - MARCH 12: Fenty Beauty products on display inside the store as Rihanna celebrates the launch of Fenty Beauty at ULTA Beauty on March 12, 2022 in Los Angeles, California. (Photo by Kevin Mazur/Getty Images for Fenty Beauty by Rihanna)

Fenty Attractiveness goods on exhibit within the retail store as Rihanna celebrates the start of Fenty Magnificence at ULTA Natural beauty on March 12, 2022, in Los Angeles, California. (Photograph by Kevin Mazur/Getty Photos for Fenty Elegance by Rihanna)

Ulta remained the favourite magnificence and wellness retailer, adopted by Sephora and Goal. The analysts noted that Target’s energy in the 3rd place was bullish for the recent partnership among Ulta and Concentrate on, which is launching Ulta Beauty in 100 Focus on merchants and Goal.com.

“Goal was the No. 3 chosen splendor spot at 9% mindshare — even further providing us self esteem in the relevance of the Ulta/Target partnership,” the analysts wrote, regardless of teens’ desire for in-keep buys slowing to some degree.

Though teens even now most popular browsing in shops, they additional, Amazon (AMZN) acquired “in mindshare for beloved beauty shopping places.”

In a preceding job interview with Yahoo Finance, e.l.f. CEO Tarang Amin said that the company was pivoting towards Gen Z customers by providing economical products and participating with them on platforms these types of as TikTok and Twitch. The organization even introduced product or service lines in collaboration with Chipotle and Dunkin Donuts aimed to go viral with younger shoppers.

Notably, TikTok surpassed Snapchat (SNAP) and Instagram (FB) for the to start with time and grew to become teens’ favorite social media system, the study located.

All-around 83% of feminine teenagers nevertheless go to online influencers far more than any other source for elegance brand names and developments, however that number was slightly down from very last yr. Term-of-mouth communication from friends was the second most vital source of information when earning a attractiveness obtain.

Edwin is a producer for Yahoo Finance. You can comply with him on Twitter @Edwin__Roman.

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