Tarte Cosmetics and Too Faced named favourite Gen Z beauty brands

The Taking Stock With Teens survey, engineered by investment firm Piper Jaffray, also found US teenagers spend three times more on beauty than accessories

Tarte Cosmetics and Too Faced have been crowned as US teenagers’ favourite beauty brands, according to a new survey.

The results were gathered by investment bank and management firm Piper Jaffray in its bi-annually Taking Stock With Teens survey.

Tarte Cosmetics, took home 13% of teenagers spending, while Too Faced achieved 9%, both beating Estée-Lauder Companies-owned brand MAC Cosmetics, which has declined in recent years to 7%.

The study, undertaken every spring and autumn, asked 8,600 American teenagers from 48 states questions about their spending across beauty, fashion and favourite brands.

It also found that - despite keeping the top spot - Sephora’s hold as favourite beauty retailer slipped by 10% to match Ulta Beauty at 34%.

Commenting on the results Erinn Murphy, Piper Jaffray Senior Research Analyst, said: “Our fall survey showed overall teen spending as flat with the prior year.

“That said, teen spending continues to expand in categories like video games and food and females now indicate they spend three times more on beauty than accessories.”

The next survey results will be released in the spring of 2019.

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