Millennial Women Look in the Mirror to Find Their Beauty Icon

Everyone who aspires to look their best has a few style icons that they look to for advice and guidance when it comes to discovering the best beauty products and honing their beauty routines. As part of the POPSUGAR Insights study "Beauty Evolved: How Millennial Women Shop for Beauty and Personal Care," we asked women to tell us who they consider to be their personal beauty style icons. The results may be surprising.

We asked women to name their personal beauty style icon in an open-ended question and then tallied the individual responses. Style icons who first emerged in the 1990s (Jennifer Aniston, Jennifer Lopez, Julia Roberts, and Gwen Stefani) ranked highly, as did more recent beauty icons like Kim Kardashian, Taylor Swift, and Beyoncé. However, when the final results were tallied, women cited themselves as their number one personal style icon.

Taken in the context of other research that's been conducted on this generation, the results make sense. Millennials pride themselves on expressing their individuality by carefully curating a unique and highly personalized look, and that mentality extends to beauty and personal care as well. While millennials do follow trends and are interested in popular styles, they are less likely to conform by adopting every aspect of a particular trend or look and are more likely to carefully select the aspects of the trend that they most identify with and curate a unique look that derives from multiple sources. While on the whole this generation is highly influenced by topic-area experts to narrow down the field of items that are worthy of their time and attention, at the end of the day they consider themselves their own style icons because they are making the final decisions about what elements get incorporated into their personal style.