By  on March 20, 2020

Four billion dollars. That’s the amount of money college students spend on beauty and personal-care products, according to data presented by Chegg Inc. at the WWD Digital Beauty Forum.

Generation Z — defined as future and current consumers ages four to 24 — is to be “the most highly educated, financially powerful, diverse and largest generation in history,” said Lizzy Eisenberg, director of market development at Afterpay. “They’re spending a lot of money today, but it will only go up as they age,” she said.

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