Higher-end brands used to be only at department stores and now you have places like Sephora and Ulta where you can get those products. There is a lot more diversity in price," said Tong. "Clearly there is a desire that as their purchasing power grows to buy more and spend more on higher end brands. They have to be careful and thoughtful with what you're buying. Places where you can try products like Sephora do really well."
For shopping, Milliennials tend to stick to mass merchants like drugstores or multi-brand beauty specialty stores.
A deeper look at the report shows that Neutrogena is the top skincare brand and OPI the most popular for nail care. And nails are definitely something millennials care about.