Teen boys’ beauty conversion could be a promising development for the men’s grooming sector, which although projected to grow, has been a tough go for many brands. Still, skeptics of its potential to accelerate men’s grooming point out that cologne boys are sticking to a rarefied group of elite perfumes in their fragrance shopping, and the trend may not bear fruit for products outside that group.

Given that context, for the latest edition of Beauty Independent’s ongoing series posing questions relevant to indie beauty, we asked 13 brand and retail founders and executives the following: Are you seeing any impact from teen boys purchasing beauty and grooming products? How should men’s grooming brands be responding to their interest in beauty and grooming? Will it mean anything for the men’s grooming category?