The New York Times

Young and in Love, With Lipstick and Eyeliner

This article originally appeared in The New York Times.

Meghan Roark isn’t too proud to admit she has an addiction. Her habit? Makeup.

Roark, 27, who works in retail in Abingdon, Virginia, estimates she spends $300 a month on cosmetics and skin care. She watches at least three hours of tutorials each week on YouTube, learning new techniques or keeping up on emerging brands. Her morning makeup routine takes 30 minutes and involves up to 15 products.

Young shoppers like Roark are the driving force behind a boom in the cosmetics industry. Always camera ready, they are buying and using almost 25 percent more cosmetics than they did

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