The teen beauty market has risen to become one of the most sought-after demographics from beauty brands and retailers alike.
Gen Z alone contributed £2.3bn to the UK beauty category in 2024, with sales from under-24s increasing by 17% that year, according to market analysis company Kantar.
Burgeoning Gen Alpha is also proving itself as no less hungry for cosmetics and skin care.
Some 53% of US 12-14-year-olds who use social media state they are interested in interacting with beauty products virtually, marketing and analysis firm Brito Pian reported.
And spurred on by darling brands such as Indu, e.l.f. beauty and more recent entrants like Revolution Beauty, this segment is only poised for further growth.
The teen personal care product market size is estimated to grow by US$11.86bn between 2025 and 2029, a report by market research firm Technavio stated.
These figures offer a compelling reason to invest in the lucrative space.
But the ‘Sephora Kids’ drama from 2024, a crackdown on teen product usage and a generation far more fickle than others such as millennials paint a more unstable picture.
Here is what businesses need to know about the teen beauty market in 2025, as well as the risks of targeting an inherently ephemeral consumer.
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