According to a survey conducted in August 2024 among U.S. parents, **** of the respondents' pre-teen/teenage children cited e.l.f. as their favourite beauty product brand. Ulta and Sephora branded products were also popular among this cohort.
Is brand the most important purchase factor for Gen Alpha’s parents?
A large share of U.S. parents purchased health and beauty products for their children in 2024. When surveyed about the leading factors that influenced their beauty purchases, Gen Alpha’s parents said brand and price were equally important, though they tended to place a slightly higher value on brand.
A popular and well-known brand
In 2023, the majority of U.S. consumers were aware of Sephora, and about **** of the shoppers who had heard of the brand held a favorable opinion of it. When Sephora’s brand awareness level was compared with other online beauty retailers, only Ulta Beauty was competitive. Given Sephora and Ulta are well-known and popular with U.S. consumers, regardless of generation, it only makes sense that Ulta and Sephora branded products ranked second and third among U.S. pre-teens and teens in 2024.
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Benchmarking Company, & GCI. (October 1, 2024). Leading beauty brands among pre-teens and teens according to their parents in the United States in 2024 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 27, 2026, from /statistics/1500172/leading-beauty-brands-preteens-teens-us/
Benchmarking Company, und GCI. "Leading beauty brands among pre-teens and teens according to their parents in the United States in 2024 ." Chart. October 1, 2024. ÌÇÐÄÆƽâ°æ. Accessed July 27, 2026. /statistics/1500172/leading-beauty-brands-preteens-teens-us/
Benchmarking Company, GCI. (2024). Leading beauty brands among pre-teens and teens according to their parents in the United States in 2024 . ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 27, 2026. /statistics/1500172/leading-beauty-brands-preteens-teens-us/
Benchmarking Company, and GCI. "Leading Beauty Brands among Pre-teens and Teens According to Their Parents in The United States in 2024 ." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 1 Oct 2024, /statistics/1500172/leading-beauty-brands-preteens-teens-us/
Benchmarking Company & GCI, Leading beauty brands among pre-teens and teens according to their parents in the United States in 2024 ÌÇÐÄÆƽâ°æ, /statistics/1500172/leading-beauty-brands-preteens-teens-us/ (last visited July 27, 2026)
Leading beauty brands among pre-teens and teens according to their parents in the United States in 2024 [Graph], Benchmarking Company, & GCI, October 1, 2024. [Online]. Available: /statistics/1500172/leading-beauty-brands-preteens-teens-us/
