Sephora-related content resonated best with Gen Z consumers, but legacy brands like Neutrogena struggled to maintain relevance. Cultural moments like Pride and back-to-school drove Q3 UGC, while video tutorials on platforms like TikTok provide more effective ways for brands to connect with Gen Z. Here are four insights into how beauty brand-related, UGC performed among Gen Z consumers in Q3, according to research firm dcdx’s Gen Z's Top 50 Beauty Brands Report Q3 2024.

The lipstick effect may not be fading after all: Despite Ulta’s slowdown warning, L’Oréal’s North American sales rose 12.3% in Q1, and Sephora’s business has been “pretty strong.”