E.l.f. also has a big presence on TikTok, with 1.2 million followers on its account. TikTok has high engagement numbers and users give feedback that's used to develop and sell products, Lam said.

In terms of online gaming, Roblox dominates in the U.S. and U.K., where 54% and 51% of kids play, respectively. In Spain, only 17% do. Instead, kids in Spain currently prefer Brawl Stars.