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We’re trusted by these brands, and many more
The definitive guide to Gen Zalpha loyalty, spending and value across the US.
Beauty is the 3rd most popular spending category for Gen Zalpha, with 40% of young people who love to spend on beauty.
Despite this desire, 29% of young consumers actively search for a discount before purchasing.
How can beauty brands capture young people's attention with value-driven messages, and successfully convert that attention into purchases?
Take a peek at our key findings...
Young Americans' top 10 favourite beauty brands
Discover how top-ranking brands mastered youth loyalty and how to make the cut in 2026!
DO THEY LOVE, LIKE, DISLIKE, HATE OR HAVE NO FEELING TO YOUR BRAND?
53% OF GEN ZALPHA WOMEN LOVE TO SPEND ON BEAUTY.
The beauty target persona identified
Unlock the key Gen Zalpha persona to target and how to win them!
This comprehensive study delivers both the hard numbers and the real-life qualitative insights you need to capture the youth market.
WHERE DOES YOUR BRAND STAND?
“Brands such as Rare Beauty, Fenty Beauty and The Ordinary dominating the PION100 ranking indicates a shift away from traditional insecurity-based beauty messaging towards more positive and inclusive marketing, in line with what young consumers want.” —Carla Pelosoff, Content Editor at Pion
