From the Sephora Kids to PerfumeTok, there’s no doubt that Gen Z is beauty-obsessed. In fact, teen spending on beauty is booming in 2025, with fragrance emerging as the clear frontrunner in a category that continues to defy economic slowdowns, according to the findings of Piper Sandler’s latest Taking Stock With Teens spring survey. Plus, both girls and boys are driving this sharp rise in annual beauty spending among U.S. teens.
According to the investment bank’s biannual report, which surveyed 6,455 teens across 43 states, average annual beauty spend among teens has climbed to $374, representing a 10% year-over-year increase. And while skincare, cosmetics, and even retail preferences saw notable shifts, it’s fragrance that’s truly stealing the spotlight.
Fragrance Frenzy: Boys Join the Scent Boom
Fragrance spending skyrocketed in 2025, with teen boys emerging as a surprising but significant force behind the trend. Boys increased their fragrance spend by 44% year-over-year, now averaging $127 annually, up from $88 in 2024. Teen girls also ramped up their scent investment, spending $107 on average — a 22% increase from last year.
Fragrance isn’t just about spend — it’s becoming a daily ritual. In 2025, 53% of teen boys and a striking 78% of teen girls reported wearing fragrance daily, up significantly from 43% and 66%, respectively, in the previous year.
Among their top fragrance picks, Jean Paul Gaultier led the pack for teen boys, followed by Versace and Dior. Teen girls showed a strong preference for accessible favorites like Bath & Body Works, Sol de Janeiro, and Victoria’s Secret — brands that blend affordability with viral appeal.
Bath & Body Works Always and Forever Eau de Parfum
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Jean Paul Gaultier Le Male Le Parfum
Price: $146
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Sephora Holds the Crown, Bath & Body Works Breaks Through
When it comes to where teens shop for beauty, Sephora remains the undisputed favorite, capturing 48% of the vote. Ulta Beauty followed with 26%, while Bath & Body Works made a major leap, claiming 7% and earning a spot as the third-most popular beauty retailer among teen girls — a position it hasn’t held since fall 2018.
The rise of Bath & Body Works is closely tied to the fragrance surge. Now ranked as teen girls’ top fragrance brand, its signature scents are resonating with younger consumers and fueling its retail comeback.
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Brand Battles: e.l.f. Still Reigns, But Competitors Gain Ground
On the cosmetics front, e.l.f. Beauty continues to dominate with 35% of teens choosing the budget-friendly brand, although its share dipped slightly. Rare Beauty, spearheaded by pop star Selena Gomez, secured second place with 9%, while Maybelline held steady in third.
Skincare also saw clear preferences: CeraVe once again topped the list, followed by The Ordinary and La Roche-Posay — all brands known for dermatologist-approved formulations and strong TikTok followings.
In the haircare category, spending was the lone holdout, remaining flat compared to 2024. Still, favorites emerged, with Amika taking the lead, trailed by Not Your Mother’s and Olaplex.
e.l.f. Glow Reviver Melting Balm
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CeraVe Renewing SA Cleanser
Price: $19.69
Amika Perk Up Talc-Free Dry Shampoo
Price: $28
Check out the best CeraVe products, according to a beauty writer.
What This Means for the Beauty Industry
The spring 2025 survey suggests that beauty is not only a high-priority category for Gen Z but also an increasingly inclusive one. Male teens are now deeply engaged in product discovery and daily routines, particularly in fragrance — a category once dominated by women.
“This spring, teens self-reported annual spending [was] at $2,388,” Piper Sandler senior research analyst Korinne Wolfmeyer said in a press release, noting the overall rise in spending across categories. “Beauty remains a powerful part of their identity and self-expression — and they’re willing to invest in it.”
With brand loyalty forming early and shopping preferences shifting toward curated, high-engagement retailers like Sephora and Ulta, beauty brands are more incentivized than ever to cater to this young, trend-savvy audience.
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