Gen Zalpha's most loved beauty brands revealed – and it's not Rare Beauty

By Lynsey Barber | Published: 28-Nov-2025
Media Research & Development Colour Cosmetics Retail

Just two beauty brands made the PION100 list of most influential brands among younger generations, indicating fragmented loyalty in the category

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Two beauty brands have been named among the world’s top 100 brands most loved by Gen Zalpha.

Ulta Beauty and Maybelline were ranked 74 and 100, respectively, in the PION100: The most influential brand ranking of 2026, which surveyed 2,000 youths in the US aged 16 to 24.

Beauty and grooming was named the third most popular category that this age group loves to spend money on, behind only food and drink and fashion.

Despite this enthusiasm, just two beauty brands made the top 100 list of most-loved brands, signalling a disconnect when it comes to loyalty.

“This is the paradox of the beauty industry right now,” Sheeva Fallahi, Content Strategist and Student Expert at insights agency Pion, told Cosmetics Business.

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