The tween beauty boom has a new customer, and he is buying luxury fragrance.
Los Angeles hairstylist Stephen Pierce, who builds looks for music videos, has watched the demand arrive in his chair: boys turning up with references, knowing the textures they want, treating grooming as identity work.
The distinction from the girls’ market matters commercially. Boys are reaching for products marketed outside the youthful aisle entirely, trading up to houses that never designed for a teenager.
Drunk Elephant has aged out of the conversation, replaced by a new generation of brands, including Sincerely Yours and Yes Day, that are timing their launches to catch the same audience earlier.
