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Teens and tweens have been the talk of the beauty landscape in 2024. But while the girls have made headlines for stocking up on high-end skin care from the likes of Drunk Elephant and Glow Recipe, the boys are dominating another side of the beauty aisle: fragrance.
“These young girls have started to get more into skin care at a younger and younger age, and skin care seems to be their entry point into the beauty world, even before some of them are wearing makeup,” said Sarah Gerrish, senior director of creator and influencers at Movers + Shakers. “And I think fragrance is the entry point for young men into the beauty space.”
Young male influencers like Noel Thomas and Elijah Yeroushalmi have introduced teen boys to the power of “beast mode” fragrances or “smellmaxxing,” with many fragrance collectors displaying the same obsessive qualities previously seen in sneakerheads or watch enthusiasts. According to Piper Sandler’s most recent Taking Stock With Teens Survey, fall 2024 was the first quarter that teen boys’ spending on fragrance exceeded that of teen girls.
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English (US) ·