*The total respondent count includes respondents from several countries:
59 percent in the U.S, 39 percent in the UK and 2 percent in other countries.
95 percent of respondents identified as female, 2.8 percent as male, 0.7 percent as non-binary, and 1.5 percent preferred not to say or identified differently.
The survey was carried out via Instagram.
Citation formats
Average spend of Gen Z on one skin care product in the U.S. 2021
According to the findings of a survey conducted in 2021, 38 percent of Generation Z respondents in the United States spent between 21 and 50 dollars on a single skin care product, while only about eight percent spent 150 dollars or more.
The skin care routine trend
Skin care has become a fundamental step in beauty routines, especially for younger generations of consumers. It can be seen all over the internet, with influencers promoting the newest products and make-up artists offering tutorials and tips. Skin care actually makes up around 40 percent of the global cosmetics market, and it is expected to reach a revenue of roughly 187.68 billion U.S. dollars by 2026. Generation Z uses skin care to fight skin imperfections, but also as a form of self-care. New skin care products are thus launched regularly, with ingredients like Vitamin C and Retinol increasingly becoming must-haves.
Beauty in the digital age
With younger shoppers becoming the focus of several brands, the internet is now undeniably relevant for the beauty industry as well. Gen Z is the generation that spends more money on skin care, often buying through online channels. This comes as no surprise, considering that they are very comfortable with social media and the internet. For this reason, they tend to use innovative beauty tech devices more than older generations and are also more swayed by influencers when choosing their beauty products.
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Kyra. (June 24, 2021). Average spend of Generation Z on a single skin care product in the United States in 2021 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved August 04, 2026, from /statistics/1288985/average-spend-of-gen-z-on-one-skincare-product-in-the-us/
Kyra. "Average spend of Generation Z on a single skin care product in the United States in 2021." Chart. June 24, 2021. ÌÇÐÄÆƽâ°æ. Accessed August 04, 2026. /statistics/1288985/average-spend-of-gen-z-on-one-skincare-product-in-the-us/
Kyra. (2021). Average spend of Generation Z on a single skin care product in the United States in 2021. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: August 04, 2026. /statistics/1288985/average-spend-of-gen-z-on-one-skincare-product-in-the-us/
Kyra. "Average Spend of Generation Z on a Single Skin Care Product in The United States in 2021." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 24 Jun 2021, /statistics/1288985/average-spend-of-gen-z-on-one-skincare-product-in-the-us/
Kyra, Average spend of Generation Z on a single skin care product in the United States in 2021 ÌÇÐÄÆƽâ°æ, /statistics/1288985/average-spend-of-gen-z-on-one-skincare-product-in-the-us/ (last visited August 04, 2026)
Average spend of Generation Z on a single skin care product in the United States in 2021 [Graph], Kyra, June 24, 2021. [Online]. Available: /statistics/1288985/average-spend-of-gen-z-on-one-skincare-product-in-the-us/
