Report Summary

Stakeholders must thread the needle of appealing to teen/tween priorities while providing peace-of-mind to guardians on safety, cost and age-appropriate messaging.

Joan Li, Senior Analyst, Beauty and Personal Care

Table of Contents

  1. Executive Summary

    • What you need to know
    • Consumer trends: key takeaways
    • Market predictions
    • Opportunities
  2. The Market

    • Market context
    • Market factors
    • Teen/tween spend: most are primary BPC shoppers
    • Graph 1: BPC purchase involvement, 2024
    • Teen/tween spend: guardians pitch in on a need-by-need basis
    • Graph 2: sources of spending money, by household income, 2024
    • Tween/teen priorities: BPC competes with other interests
    • Graph 3: spending priorities, by gender, 2024
    • Teen/tween social media: TikTok, Instagram and YouTube are priority channels
    • Graph 4: social media use and frequency, 2024
    • Ahead: keep an eye on KOSA, amid larger concerns over online teen/tween protections
  3. Competitive Strategies & Market Opportunities

    • Table stakes: make it clean and make it simple
    • Going beyond: traceability
    • Table stakes: positive, empowering messaging and tone
    • Going beyond: bring teen/tween voices into the fold
    • Table stakes: acne treatment and acne prevention
    • Going beyond: speak to teen/tween lifestyle needs
  4. Consumer Insights

    • Consumer fast facts
    • Beauty & personal care usage
    • Essential hygiene are the mainstay for teen BPC usage
    • Older girls develop more elaborate beauty routines
    • Graph 5: usage of select BPC categories, by gender and age, 2024
    • While older boys gain interest in select personal care categories
    • Graph 6: usage of select BPC categories, by gender and age, 2024
    • Teens/tweens of color see high rates of participation in secondary categories
    • Graph 7: select BPC usage, by race, 2024
    • Sources of information
    • Social media is a must-have
    • Graph 8: sources of BPC knowledge, 2024
    • Social media is a must-have
    • Gain awareness through relatability and collaboration
    • Girls look to beauty influencers, while boys to medical professionals
    • Graph 9: sources of BPC knowledge, by gender, 2024
    • Public figures resonate with select groups
    • Graph 10: sources of BPC knowledge, by race, 2024
    • Provide role models for teens and tweens of color
    • Purchase influencers
    • It's all in the branding
    • Graph 11: purchase influencers, ranked, 2024
    • Don't discount word-of-mouth
    • Girls gravitate toward shelf appeal
    • Graph 12: purchase influencers, net, 2024
    • Capitalize on shelf-appeal beyond the bathroom cabinet
    • Skincare priorities
    • Emphasize the fundamentals of skin health for broad reach
    • Graph 13: skincare goals, ranked, 2024
    • A healthy skin routine is one that prevents acne
    • Graph 14: additional skincare goals among teens/tweens who want healthy skin, 2024
    • Help boys keep breakouts at bay
    • Graph 15: skincare goals, by gender, 2024
    • Fun and experimentation resonate with younger tween skincare users
    • Graph 16: skincare goals, by age, 2024
    • Balance function with share-worthy experiences
    • Makeup priorities
    • Emotional benefits and control over complexion resonate most broadly
    • Graph 17: makeup goals, ranked, 2024
    • Empower teen/tween makeup users with techniques to put their best face forward
    • Graph 18: additional makeup goals among teens/tweens who want to be confident, 2024
    • Skinification impacts teen/tween beauty, too
    • Creativity and individuality remain powerful propositions
    • Graph 19: select makeup goals, ranked, 2024
    • Attitudes & behaviors
    • Provide convenience and education for early-stage routines
    • Graph 20: select personal care attitudes, by gender and age, 2024
    • Lack of inclusivity is felt at a young age
    • Graph 21: select BPC attitudes, by race, 2024
    • Boys feel peer pressure over their appearance as much as girls
    • Graph 22: pressure around appearance, by gender and age, 2024
    • Opportunity: speak directly to boys' unique concerns
    • Shopping for beauty & personal care
    • Shopping is a social activity
    • Graph 23: shopping behaviors, by gender, 2024
    • Don't discount online sales – or loyalty points
    • Graph 24: shopping behaviors, by control over purchase, 2024
    • Acknowledge younger and family-oriented shopping at online points of purchase
    • Affordability and safety claims are key to adults' purse-strings
    • Graph 25: reasons for adult intervention, by control over purchase, 2024
    • Affordability and safety claims are key to adults' purse-strings
    • Graph 26: reasons for adult intervention, by age, 2024
    • Opportunity: take a stance against use of anti-aging products
    • Opportunity: attractive minis lower barrier to trial
    • Acne concerns
    • Most are still looking for a product that works
    • OTC treatments are most popular among teens/tweens & involved guardians
    • Graph 27: acne treatments used, by age, 2024
    • Many use more than one type of acne treatment…
    • Graph 28: acne treatments used, 2024
    • …but most haven't carried over acne concerns to their overall BPC routine
    • Graph 29: shopping for acne-suitable BPC, by type of acne treatment used, 2024
    • Opportunity: connect acne prevention to broader routines
  5. Appendix

    • Consumer research methodology
    • Consumer research methodology (continued)
    • Generations
    • Abbreviations and terms

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.


Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

Below is a sample report, understand what you are buying.

Click to show report

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Also, our reports come in PDF, Powerpoint, Word and Excel Databook formats.

Trusted by companies. Big and small.

Bell Logo - Mintel client
Boots Logo - Mintel Client
Kelloggs Logo - Mintel client
Samsung Logo - Mintel client
Nike Logo - Mintel client
Walgreens Logo - Mintel client

Want to speak to us directly?

Contact us on via phone or fill out a form with your enquiry.

Contact Us