Leading beauty brands among U.S. pre-teens and teens 2024

According to a survey conducted in August 2024 among U.S. parents, half of the respondents' pre-teen/teenage children cited e.l.f. as their favourite beauty product brand. Ulta and Sephora branded products were also popular among this cohort.

Is brand the most important purchase factor for Gen Alpha’s parents?

A large share of U.S. parents purchased health and beauty products for their children in 2024. When surveyed about the leading factors that influenced their beauty purchases, Gen Alpha’s parents said brand and price were equally important, though they tended to place a slightly higher value on brand.

A popular and well-known brand

In 2023, the majority of U.S. consumers were aware of Sephora, and about half of the shoppers who had heard of the brand held a favorable opinion of it. When Sephora’s brand awareness level was compared with other online beauty retailers, only Ulta Beauty was competitive. Given Sephora and Ulta are well-known and popular with U.S. consumers, regardless of generation, it only makes sense that Ulta and Sephora branded products ranked second and third among U.S. pre-teens and teens in 2024.