Teen Beauty Spending Rebounds in New Survey
The 26th annual Piper Sandler report highlights significant growth across the haircare, cosmetics, and skincare sectors.
Updated on Oct. 26, 2026 in Beauty
Live Poll
Do you prefer shopping for beauty products in physical stores rather than online?
Teen beauty spending experienced a recovery in 2026, according to the 26th annual Taking Stock With Teens survey. The research polled approximately 9,000 teenagers across 47 states to measure shifts in brand mindshare and shopping preferences.
Why it matters
The survey results indicate a strengthening demand for beauty products among younger demographics, with significant growth seen across multiple categories. These metrics help identify changing consumer habits that drive retail strategies and brand popularity.
Haircare spending grew 10%, while cosmetics and skincare each saw a 5% increase. Sephora remains the top destination with 39% of teen preference, followed by Ulta Beauty at 25%.
The players
Piper Sandler
This investment bank conducts semi-annual surveys to track consumer spending habits and brand preferences among the teenage demographic.
Sephora
A global beauty retailer that currently maintains the largest share of teenage retail destination preferences.
Ulta Beauty
A major American chain of beauty stores that currently holds 25% of the teen beauty retail destination preference.
e.l.f.
An American cosmetics brand that currently holds the highest mindshare among teenagers for cosmetic products.
CeraVe
A skincare brand owned by L'Oreal that holds the top mindshare for skincare among both teenage girls and boys.
The details
Teen girls now allocate 23% of their beauty wallet share to hair products, and 85% of teen girls prefer to purchase items in person. Leading the brand landscape, e.l.f. maintains a 33% mindshare in cosmetics, while CeraVe dominates skincare with 30% for girls and 49% for boys.
Timeline
June 2026: rhode launched its Pocket Bronzer product.
October 2026: The Piper Sandler survey results were published.
Culture Shift
The findings reflect a broader shift in youth consumerism where in-person shopping experiences remain the primary preference despite the digital age. This trend mirrors the resilience of physical retail spaces against the rapid expansion of social-media-driven e-commerce.
Teens and parents may notice specific brands like e.l.f. and CeraVe maintaining higher visibility and prominence on store shelves due to their leading popularity. Shoppers should expect continued investment in in-store experiences at major retailers like Sephora and Ulta to accommodate the 85% of teens who prefer physical shopping.
The takeaway
Teenagers are increasingly prioritizing physical retail experiences for their beauty purchases, bucking expectations of a purely digital transition. Brands that capture early loyalty, such as CeraVe and e.l.f., demonstrate the effectiveness of aligning with youth-centric social and product trends.
Further reading
For more information on market trends, visit our Beauty section.
Source note: This article includes information reported by Beautymatter.
Live Poll
Do you prefer shopping for beauty products in physical stores rather than online?
