10.13.22
According to the findings from Piper Sandler’s 44th semi-annual Taking Stock with Teens Survey, female spending on cosmetics was $96 in Fall 2022—up 28% year-over-year, including an impressive +44% year-over-year amongst upper-income females and +20% year-over-year amongst average-income females.
e.l.f. gained 500 bps of mindshare year-over-year to 16% and maintained its position as the No. 1 makeup brand amongst teens, while Maybelline remains at No. 2 at 11% mindshare
Tarte (Kose-owned) dropped to the No. 4 position, replaced by L’Oreal (7% mindshare) and losing 300 bps of share sequentially.
Fenty Beauty and Sephora (both LVMH-owned) both improved 1 spot from the Spring, with Fenty Beauty reaching No. 5 and Sephora reaching No. 6, while Morphe dropped 5 spots sequentially to No. 10
Within Estée Lauder’s portfolio, both Too Faced and MAC dropped out of the top 10, while Coty’s CoverGirl also dropped out. These three were replaced by Selena Gomez’s Rare Beauty, Charlotte Tilbury (owned by Puig), and Ulta.
See the full ranking of the top 10 favorite cosmetics brands among female teens below:
1. e.l.f.
2. Maybelline
3. L’Oréal
4. Tarte
5. Fenty Beauty
6. Sephora
7. Rare Beauty
8. Charlotte Tilbury
9. Ulta
10. Morphe
e.l.f. gained 500 bps of mindshare year-over-year to 16% and maintained its position as the No. 1 makeup brand amongst teens, while Maybelline remains at No. 2 at 11% mindshare
Tarte (Kose-owned) dropped to the No. 4 position, replaced by L’Oreal (7% mindshare) and losing 300 bps of share sequentially.
Fenty Beauty and Sephora (both LVMH-owned) both improved 1 spot from the Spring, with Fenty Beauty reaching No. 5 and Sephora reaching No. 6, while Morphe dropped 5 spots sequentially to No. 10
Within Estée Lauder’s portfolio, both Too Faced and MAC dropped out of the top 10, while Coty’s CoverGirl also dropped out. These three were replaced by Selena Gomez’s Rare Beauty, Charlotte Tilbury (owned by Puig), and Ulta.
See the full ranking of the top 10 favorite cosmetics brands among female teens below:
1. e.l.f.
2. Maybelline
3. L’Oréal
4. Tarte
5. Fenty Beauty
6. Sephora
7. Rare Beauty
8. Charlotte Tilbury
9. Ulta
10. Morphe