You may have noticed: Kids are entering the beauty market earlier than any previous generation. Boston Consulting Group, in conjunction with Women’s Wear Daily, says teens across the United States being buying beauty projects at age 12, or around sixth grade. The age has been getting lower for the past 25 years, as teens in the 2000s (who are now between the ages of 34 and 43) were 14 when their interest in beauty began. Teenagers represent about 10% of the consumer beauty market, spending about $1.5 billion annually. “Social media now plays a much more active role in the growing teen interest in beauty,” the report notes, “with today’s teens discovering brands in places that were unknown to past generations — on TikTok, Instagram, and Google searches.”
