This past fall semester, there’s been some new additions as well as a few returning favorites on college campuses: beauty and wellness brands.

From Bath & Body Works, Ulta Beauty , Sephora to Bubble and Poppi, beauty and wellness brands are popping up at colleges across the country more than ever before in many ways.

The reason? With brands increasing their focus on Gen Z consumers, colleges have become a crucial place for many to market.

“Over 75 percent of folks around that just-before-college age are already using skin care and fragrance on a daily basis and are spending 50 percent more than prior generations, and 60 percent of them are already buying prestige. Even teen boys are buying prestige fragrance,” Jeff Lindquist, a partner in Boston Consulting Group’s New York

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