Kyra’s State of Beauty 2024/25 report found that Gen Z is more inclined to experiment with new brands and products than maintain loyalty — particularly influenced by social media. The influencer agency listed the top beauty brands among the young consumers. E.L.F. Beauty maintained its position as the top brand for the second year in a row. Several new entries into the top ten pushed out previously dominant luxury brands, with Christian Dior Couture, last year’s runner-up, falling to tenth place.
