Ranking of the 10 best cosmetic brands according to Generation Z

According to findings from Piper Sandler’s 44th Biannual Survey of the State of Teens, women’s spending on cosmetics was $96 in fall 2022, up 28% year over year. other, including an impressive +44% year-over-year among middle-income women and +20% year-over-year among middle-income women.

elf gained 500 basis points in mind share year over year to 16% and maintained its position as the #1 makeup brand among teens, while Maybelline remains #2 with 11% part of mind.

Tarte (owned by Kose) fell to 4th position, replaced by L’Oréal (7% share of mind) and lost 300 basis points of share sequentially.

Fenty Beauty and Sephora (both owned by LVMH) both improved 1 place from spring, with Fenty Beauty reaching No. 5 and Sephora reaching No. 6, while Morphe fell 5 places sequentially to No. 10 .

In Estée Lauder’s portfolio, Too Faced and MAC dropped out of the top 10, while Coty’s CoverGirl also dropped out. These three have been replaced by Selena Gomez’s Rare Beauty, Charlotte Tilbury (owned by Puig) and Ulta.

Discover below the complete ranking of the 10 favorite cosmetic brands of teenage girls:

1. elf
2. Maybelline
3. L’Oreal
4. Pie
5. Fenty Beauty
6. Sephora
7. Rare Beauty
8. Charlotte Tilbury
10. Morphe

More information

Piper Sandler’s survey also revealed Gen Z’s top 10 skincare brands. Find out which brands made the difference.

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