Beauty / news
Teen beauty spend climbs 7% as hair care outpaces the wider market
Piper Sandler's 26th annual teen survey of 9,000 teens across 47 states shows overall beauty spending up 7%, with hair care growing fastest at 10%. Hailey Bieber's Rhode, backed by E.l.f. Beauty, appears in the ranking for the first time.
Hair care led the advance, rising 10% and outpacing both fragrances — the fastest-growing category in spring 2025 — and the beauty industry overall, according to the survey of 9,000 teenagers in 47 states. Cosmetics and skin care each grew 5%. The findings mark a rebound after beauty spending declined last fall.
Hair now accounts for an all-time high 23% of teen girls' beauty wallet share, up 2 percentage points year over year. The report links the momentum to rising demand for at-home salon solutions and clinical hair care products.
Not Your Mother's held the top spot among teen girls, followed by Amika at 9% share and L'Oréal at 8%. Dove moved into fourth place in the mindshare ranking, displacing Ouai and finishing ahead of Olaplex, Pantene and Redken.
Further down the list, Kérastase, the prestige hair care label owned by L'Oréal, entered the top 20 for the first time.
Rhode, the brand founded by Hailey Bieber and backed by E.l.f. Beauty, joined the annual ranking for the first time this year. Many of the highest-placed hair brands are stocked at Ulta, which has posted high single-digit category growth for three consecutive quarters, according to the report.