Survey time period: August 8 to September 22, 2025
According to data from a survey conducted in 2025 in the United States, the leading cosmetics brand among U.S. female teenagers in that year was e.l.f, with about percent of consumers choosing this brand. Rare Beauty by Selena Gomez ranked second, with a share of percent, followed by Maybelline, which was popular with around percent of respondents.
Beauty’s main target audience
Gen Z is one of the generations most interested in the beauty and personal care industry, especially when it comes to the skincare segment. In 2024, the leading skincare brand among U.S. Zoomers was CeraVe, as stated by about percent of participants in a survey. Meanwhile, the most popular beauty shopping destination in the country in 2025 was Sephora, followed by Ulta Beauty. Younger consumers have become the new target audience of most cosmetic brands, which are constantly reinventing themselves in order to adapt to their lifestyles, needs, and values.
e.l.f
e.l.f. is not only the leading cosmetics brand among U.S. Gen Z but also one of the most popular in the whole country. In fact, in 2023, brand awareness of e.l.f. was measured at percent among American beauty shoppers. In the same year, the company generated net sales amounting to approximately U.S. dollars, a much higher result than in the prior fiscal years. A further increase in the brand’s popularity can be expected in the future, also thanks to its wide range of cruelty-free cosmetic products that meet the growing need of consumers for less harmful personal care items.