Meeting Beauty Shopper Digital Expectations in a Post-Pandemic World

How COVID continues to impact how and where consumers shop for beauty products, according to research from 11,000+ shoppers.

Survey at a Glance:

The PowerReviews Meeting Beauty Shopper Digital Expectations in a Post-Pandemic World study is based on survey responses from 11,115 beauty shoppers across the United States (and is an update of our 2021 study, The Changing Face of the Beauty Shopper). Here’s a look at our key findings.

As We Return to “Normal,” Beauty Shoppers Continue to Embrace Buying Online
  • This year, nearly half (49%) of consumers say they buy more beauty products online now than they did prior to COVID, down just slightly from 53% in 2021.

  • The most popular place for online shoppers to begin the search for beauty products is a beauty retailer’s website (such as Ulta.com or Sephora.com); 58% say it’s their preference. Amazon is a distant second, with 19% of shoppers indicating it’s where they typically begin shopping for beauty products online.

  • Brick-and-mortar continues to thrive, with 97% of shoppers purchasing at least some beauty products each month in-store.
Consumers are Open to Trying New Beauty Products
  • When purchasing a habitual product, 96% of consumers are at least somewhat likely to also purchase a new-to-them product.
    Over half of consumers (52%) are more likely to try a new beauty product now than pre-COVID, up from 40% in 2021.

  • The most popular destination for purchasing unknown beauty products is a specialty retailer’s website; 36% say it’s where they typically go to buy new-to-them products.

  • 92% of consumers say that reviews are a factor they consider when accessing a new beauty product they’ve never purchased before. This is up significantly from 74% just a year ago.
Beauty Shoppers Rely on User-Generated Content
  • Nearly all shoppers (99%) read reviews at least sometimes when shopping online for beauty products. This is the case for 85% of consumers shopping in-store for beauty products.

  • 96% of consumers look for photos and videos from other consumers when shopping for beauty items online; 33% always do so.

  • 98% of those shopping for beauty products online read Q&A at least sometimes; 70% do so regularly or always.
Increasingly, Shoppers Seek Out Brands and Products That Align With Their Values
  • 34% of shoppers say it’s at least somewhat important to them that a beauty brand is Black-owned. And 46% plan to specifically purchase products in the future that are made by Black-owned beauty brands.

  • 85% of consumers indicate it’s at least somewhat important to them that a beauty product is made sustainable with natural ingredients (aka “clean”). 71% have plans to seek out and purchase more of these products in the future.

  • The fact that a beauty product is vegan is at least somewhat important to 51% of shoppers. 42% plan to purchase more vegan beauty products in the future.
Chapter 1

Introduction

COVID’s Impact on Beauty Shopping Habits is Lasting

Not long ago, the vast majority of beauty purchases were made in brick-and-mortar stores. There, shoppers had the opportunity to get recommendations from sales associates – and try out products prior to purchase. 

Then, consumers started getting comfortable purchasing beauty items online, leading to steady growth of beauty ecommerce. When the pandemic hit, that growth went into overdrive.

What do consumers’ beauty shopping habits look like now that we’re over two years into the pandemic? Recently, we surveyed more than 11,000 consumers in the U.S. to find out.

Chapter 2

Who We Surveyed

This report is based on a survey completed by 11,115 US consumers during April 2022. Here’s a closer look at who we surveyed.

Generations

Gen Z
(1997-present)
2%
Millennials
(1981-1996)
58%
Gen X
(1965-1980)
32%
Baby Boomers
(1946-1964)
8%

Type of Beauty Shopper

Beauty Novice
Just getting into the beauty space and curious what’s out there.
11%
Brand Loyalist
Mostly sticks to the products and brands that are tried and true.
14%
Beauty Enthusiast
Always searching for the next best beauty products and brands.
75%

Household Income

$0-$25,000
11%
$26,000-$50,000
20%
$51,000-$75,000
20%
$76,00-$100,000
16%
$100,000+
27%
Prefer not to say
6%

Total (Online and In-Store) Monthly Beauty Spend

$0
1%
$1-$50
27%
$51-$100
33%
$101-$200
24%
$201-$500
12%
$500+
3%
Chapter 3

The Lasting Impact of COVID on Beauty Habits

Last year, over half of consumers (54%) indicated they wore less makeup than they did prior to the pandemic. This year, just over a third (38%) say this is the case. This makes sense, as consumers are venturing out more than they did a year ago – and are more likely to use makeup when going out than when staying home. 

Interestingly, the percentage of consumers who focus more on skincare has grown. This year, 63% say they focus more on skincare than they did pre-COVID, compared to 56% who said this was the case a year ago. 

COVID Continues to Impact Beauty Habits
Do you wear less makeup now than pre-COVID?
2021
54%
2022
38%
Do you focus more on skincare now than pre-COVID?
2021
56%
2022
63%

COVID Impact on Beauty Spending Decreasing

This year, 27% of consumers say they spend less on beauty products now than they did pre-COVID – down significantly from 41% in 2021. Similarly, 25% say they spend more on beauty products, up from 21% who said this was the case in 2021. 

How COVID Impacts Beauty Spending: 2021 vs 2022
How has COVID impacted your overall beauty spending habits?
2021
I spend more on beauty products now compared to pre-COVID
21%
I spend less on beauty products now compared to pre-COVID
41%
The amount I spend on beauty products hasn’t changed
38%
2022
I spend more on beauty products now compared to pre-COVID
25%
I spend less on beauty products now compared to pre-COVID
27%
The amount I spend on beauty products hasn’t changed
49%

Interestingly, beauty brand loyalists are most likely to have decreased their spending on beauty products post-COVID. Beauty enthusiasts are the group most likely to have ramped up their beauty spending post-COVID.

The Impact of COVID on Beauty Shopping by Shopper Type
How has COVID impacted your overall beauty spending habits?
Beauty Brand Loyalist
I spend more on beauty products now compared to pre-COVID
11%
I spend less on beauty products now compared to pre-COVID
40%
The amount I spend on beauty products hasn’t changed
49%
Beauty Enthusiast
I spend more on beauty products now compared to pre-COVID
28%
I spend less on beauty products now compared to pre-COVID
23%
The amount I spend on beauty products hasn’t changed
49%
Beauty Novice
I spend more on beauty products now compared to pre-COVID
18%
I spend less on beauty products now compared to pre-COVID
35%
The amount I spend on beauty products hasn’t changed
47%
Chapter 4

Beauty Spending Across Channels

At the start of the pandemic, many shoppers started spending more money online – and less in-store. This was the case across many categories, including beauty.

More than two years later, where are shoppers spending their beauty budgets? 

COVID-Influenced Online Beauty Spending Habits are Holding

This year, 49% of consumers say they buy more beauty products online now than they did prior to COVID, despite widely available vaccines and a general desire to return to “normal life.” This is down just slightly from last year. 

It seems that online beauty shopping habits established at the start of the pandemic are here to stay.

COVID is Still Influencing Online Shopping Habits
How has COVID impacted your ONLINE beauty purchasing habits?
2021
I buy less beauty products online now compared to before COVID
13%
I buy more beauty products online now compared to before COVID
53%
My beauty purchasing habits have not changed
34%
2022
I buy less beauty products online now compared to before COVID
12%
I buy more beauty products online now compared to before COVID
49%
My beauty purchasing habits have not changed
39%

As was the case last year, consumers with higher incomes are more likely to indicate they spend more money online on beauty products now than they did prior to the pandemic.

Higher Income Consumers are More Likely to Have Ramped Up Their Online Beauty Spending Post-Pandemic
How has COVID impacted your ONLINE beauty purchasing habits?
$0 - $25,000
I buy less beauty products online now
22%
I buy more beauty products online now
35%
My beauty purchasing has not changed
43%
$26,000 - $50,000
I buy less beauty products online now
13%
I buy more beauty products online now
46%
My beauty purchasing has not changed
41%
$51,000 - $75,000
I buy less beauty products online now
12%
I buy more beauty products online now
49%
My beauty purchasing has not changed
39%
$76,000 - $100,000
I buy less beauty products online now
8%
I buy more beauty products online now
52%
My beauty purchasing has not changed
40%
$100,000+
I buy less beauty products online now
8%
I buy more beauty products online now
57%
My beauty purchasing has not changed
35%
Prefer not to say
I buy less beauty products online now
15%
I buy more beauty products online now
39%
My beauty purchasing has not changed
46%

Many consumers have ramped up their online beauty spending. But what does this translate to in terms of actual dollars spent? 

In line with last year, the largest portion of shoppers (42%) spend between $1 and $50 online each month on beauty products. However, a significant portion spend between $51 and $100 (28%) and over $101 (24%). 

Monthly Online Beauty Spending
Roughly how much money do you spend on ONLINE beauty purchases per month?
2019
$0
23%
$1-$50
61%
$51-$100
14%
$101+
2%
2021
$0
7%
$1-$50
44%
$51-$100
26%
$101+
23%
2022
$0
6%
$1-$50
42%
$51-$100
28%
$101+
24%

A Growing Portion of Online Shoppers Start Shopping on a Beauty Retailer’s Website

Beauty retailer sites – such as Ulta.com and Sephora.com – remain the most popular starting point for online beauty shoppers. This year, 58% of consumers most commonly start the online purchase journey for beauty products on a beauty retailer site, up from 44% in 2021. 

Amazon continues to be less popular among beauty shoppers. This year, 19% indicate they most often begin shopping for beauty products on the ecommerce giant, down from 22% in 2021. 

Amazon is often perceived as unbeatable. But by providing engaging experiences to online beauty shoppers, it’s clear brands and retailers can compete, and win. 

Where Online Beauty Shoppers Start the Purchase Journey
When shopping ONLINE, where do you most often begin shopping for beauty products?
2019
Beauty retailer’s website (Ulta, Sephora)
16%
Amazon
47%
Brand’s website (Benefit, Glossier)
11%
Mass retailer’s website (Target, Walmart)
13%
Department store website (Nordstrom, Macys)
7%
Social media platform
3%
Other
3%
2021
Beauty retailer’s website (Ulta, Sephora)
44%
Amazon
22%
Brand’s website (Benefit, Glossier)
9%
Mass retailer’s website (Target, Walmart)
13%
Department store website (Nordstrom, Macys)
3%
Social media platform
5%
Other
4%
2022
Beauty retailer’s website (Ulta, Sephora)
58%
Amazon
19%
Brand’s website (Benefit, Glossier)
7%
Mass retailer’s website (Target, Walmart)
6%
Department store website (Nordstrom, Macys)
3%
Social media platform
3%
Other
4%

In-Store Beauty Shopping is Alive and Well

Beauty ecommerce continues to grow. However, that doesn’t mean in-store beauty shopping is a thing of the past. 

This year, the largest portion of consumers (52%) spend between $1 and $50 each month on in-store beauty purchases. However, the majority spend between $51 and $100 (28%) and $101+ (17%). 

It’s clear brick-and-mortar stores continue to be valuable to beauty shoppers. In fact, as we’ll explore later, physical stores are a destination for many beauty shoppers, whether they’re stocking up on tried-and-true items or looking to try something new. 

Monthly In-Store Beauty Spending
Roughly how much money do you spend on IN-STORE beauty purchases per month?
2019
$0
5%
$1-$50
74%
$51-$100
18%
$101+
3%
2021
$0
5%
$1-$50
54%
$51-$100
23%
$101+
18%
2022
$0
3%
$1-$50
52%
$51-$100
28%
$101+
17%
Chapter 5

The Growing Role of User-Generated Content in Beauty Shopping

By now, the importance of user-generated content across all product categories is quite clear. But how are beauty shoppers leveraging UGC to make better purchase decisions?

Beauty Shoppers Value Many Forms of User-Generated Content

User-generated content can take many forms – from star ratings to written reviews to photos and videos – among others. 

Which of these forms of UGC do beauty shoppers pay attention to?

Ratings are the top consideration; three-quarters of beauty shoppers indicate they pay attention to a product’s average star rating. A customer’s opinion on specific extra details relevant to the product (aka the body of a review) are a close second, with 74% of beauty shoppers telling us this is something they pay attention to. 

A good portion of beauty shoppers also pay attention to review volume (68%), review recency (54%), customer-submitted photos (52%) and videos (25%), and customer-answered questions and answers (50%).

Most Important Elements of UGC
When considering whether to buy a beauty item, which of the following do you pay attention to?
Average star rating
75%
Customer opinion on specific extra details relevant to the product (skin type of reviewer, color of product, etc)
74%
Volume of reviews (the more reviews, the more credible it seems)
68%
Recency of reviews (the more recent a review is published, the more credible it seems)
54%

What types of information do beauty shoppers hope to find by reading reviews and consuming other types of UGC?

Beauty Shoppers Seek out Myriad Types of Information from UGC
When seeking out information provided by other shoppers (i.e. through reviews, images, videos etc.), which of the following do you pay attention to?
Consistency/quality of the product
82%
What the product looks like on a person in real life
75%
Skin type and effect on skin
74%
How long the product lasted (ie a few hours vs all day)
68%
Skin tone (and whether the shade worked for them)
68%
Other products that complement it
26%
Scent
25%

Now, let’s take a closer look at the types of UGC consumers turn to to get the information they need to make confident beauty purchases. 

Online Beauty Shoppers Depend on Reviews

Consistent with last year’s findings, nearly all (99%) of consumers read ratings and reviews at least sometimes when shopping for beauty products online. 60% do so always, up from 54% last year.

Online and In-Store Beauty Shoppers Alike Consult Ratings and Reviews
How often do you read ratings and reviews when shopping for beauty items?
2021
Online
Always
54%
Sometimes
45%
Never
1%
In-Store
Always
30%
Sometimes
55%
Never
15%
2022
Online
Always
60%
Sometimes
39%
Never
1%
In-Store
Always
30%
Sometimes
55%
Never
15%

Of note, Millennials and Gen Z’ers are more likely than their more senior counterparts to always read reviews when shopping for beauty products online.

Younger Online Beauty Shoppers Consult Reviews More Regularly Than Their Older Counterparts
How often do you read ratings and reviews when shopping for beauty items online?
Gen Z
Always
76%
Sometimes
23%
Never
1%
Millennials
Always
66%
Sometimes
33%
Never
1%
Gen X
Always
52%
Sometimes
1%
Never
47%
Boomers
Always
41%
Sometimes
56%
Never
3%

Beauty Shoppers Consult Reviews In-Store, Too

Reviews are also important for those making beauty purchases within the four walls of a brick-and-mortar store. 85% of beauty consumers read reviews at least sometimes when shopping in-store; 30% always do.

Younger consumers are even more likely to always consult reviews when shopping for beauty products in a physical store.

Younger In-Store Beauty Shoppers Consult Reviews More Regularly Than Their Older Counterparts
How often do you read ratings and reviews when shopping for beauty items in-store?
Gen Z
Always
40%
Sometimes
44%
Never
16%
Millennials
Always
34%
Sometimes
53%
Never
13%
Gen X
Always
26%
Sometimes
57%
Never
17%
Boomers
Always
22%
Sometimes
56%
Never
22%
Where In-Store Beauty Shoppers Prefer to Find Reviews
How do you prefer to see reviews while you’re shopping IN A STORE?
2021
On the brand or retailer site on my phone
45%
Through the app
23%
On in-store displays
22%
Phone notifications when entering the store
4%
Other
6%
2022
On the brand or retailer site on my phone
47%
Through the app
24%
On in-store displays
21%
Phone notifications when entering the store
3%
Other
5%

Beauty Shoppers Value Visual Content

Beauty products work differently for different people. For example, a moisturizer that works well for those with dry skin might not meet the needs of those with oily skin.

When shopping online, it can be difficult for a shopper to determine whether a given product will address their specific needs. However, finding photos and videos from other consumers with similar characteristics can help.

Nearly all (96%) of consumers seek out photos and videos from other consumers when shopping for beauty items online. A third (33%) always do so. 

Beauty Shoppers Frequently Seek Out Visual Content from Others Like Them
How often do you seek out images and videos submitted by previous customers while shopping for beauty items online?
Always
33%
Regularly
34%
Sometimes
29%
Never
4%
Young Beauty Shoppers Seek Out User-Generated Visual Content More Frequently
How often do you seek out images and videos submitted by previous customers while shopping for beauty items online?
Gen Z
Always
57%
Regularly
26%
Sometimes
14%
Never
3%
Millennials
Always
39%
Regularly
35%
Sometimes
23%
Never
3%
Gen X
Always
24%
Regularly
35%
Sometimes
36%
Never
5%
Boomers
Always
15%
Regularly
26%
Sometimes
45%
Never
14%

Online Beauty Shoppers Depend on Q&A

When a consumer is shopping for beauty products in a brick-and-mortar store, they have the opportunity to consult with a store associate to ask questions and get recommendations. That’s not the case for online beauty shoppers. 

To bridge the gap, many brands and retailers have a questions and answers (Q&A) section on product pages that allow shoppers to read questions that have already been asked – and submit their own. 

Today, the vast majority (98%) read Q&A at least sometimes; 70% do so regularly or always.

Most Online Beauty Shoppers Read Q&A
How often do you read Q&A (questions submitted by other shoppers and answered by the brand and/or other shoppers) when shopping for beauty items online?
Always
29%
Regularly
41%
Sometimes
28%
Never
2%

Younger shoppers are particularly frequent users of Q&A. Over a third (35%) of Gen Z’ers and 31% of Millennials always read Q&A when shopping online for beauty products.

Younger Shoppers Consult Q&A More Frequently
How often do you read Q&A (questions submitted by other shoppers and answered by the brand and/or other shoppers) when shopping for beauty items online?
Gen Z
Always
35%
Regularly
33%
Sometimes
29%
Never
3%
Millennials
Always
31%
Regularly
40%
Sometimes
27%
Never
2%
Gen X
Always
27%
Regularly
44%
Sometimes
27%
Never
2%
Boomers
Always
24%
Regularly
42%
Sometimes
30%
Never
4%
Chapter 6

Where & How Shoppers Purchase Tried-and-True Beauty Products

Most beauty shoppers have certain products they buy time and again. Maybe it’s a facial cleanser they’ve used for years or a mascara they know works great. Let’s explore where (and how) consumers are stocking up on their tried-and-true beauty products.

Beauty Retailer Websites Most Popular Destination for Stocking Up on Familiar Products; Amazon and Mass Retail Store Popularity in Decline for These Products

Consumers have many options when it’s time to replenish their go-to beauty products. Where are they most likely to buy? 

Specialty beauty retailers’ websites continue to gain traction. This year, the largest portion of consumers (35%) turn to a website such as Ulta.com or Sephora to restock on their favorite beauty items. This is up significantly from 22% in 2021.

As above where we ask beauty shoppers where they start their online shopping journey, Amazon is a distant second – with 16% of consumers saying it’s where they typically purchase familiar beauty items.

In addition, a significant portion of shoppers are stocking up on their favorite beauty items in-store. 15% say they typically purchase beauty products they’ve already tried at a special beauty retailer’s store (such as Ulta or Sephora), and 13% indicate mass retailer stores like Target and Walmart are their go-to for replenishments. 

Where Consumers Shop for Tried-and-True Beauty Products
When purchasing a beauty product you’ve already tried, where do you typically go to buy?
2019
Beauty retailer’s website (Ulta, Sephora)
11%
Amazon
32%
Beauty retailer’s store (Ulta, Sephora)
5%
Mass retailer’s store (Target, Walmart)
28%
Brand’s website (Benefit, Glossier)
6%
Mass retailer’s website (Target, Walmart)
18%
2021
Beauty retailer’s website (Ulta, Sephora)
22%
Amazon
17%
Beauty retailer’s store (Ulta, Sephora)
18%
Mass retailer’s store (Target, Walmart)
21%
Brand’s website (Benefit, Glossier)
10%
Mass retailer’s website (Target, Walmart)
12%
2022
Beauty retailer’s website (Ulta, Sephora)
35%
Amazon
16%
Beauty retailer’s store (Ulta, Sephora)
15%
Mass retailer’s store (Target, Walmart)
13%
Brand’s website (Benefit, Glossier)
11%
Mass retailer’s website (Target, Walmart)
10%

Beauty Shoppers Cite Many Reasons for Choosing the Channels They Do

We know where consumers are going to stock up on tried-and-true beauty products. But what’s the reason they choose one channel over another? There’s not a single factor behind a shopper choosing a specific channel to purchase known products. Rather, it’s the overall experience provided by that channel.

Why Consumers Purchase Habitual Products from Specific Channels
Why do you choose to purchase products you’ve already tried there?
Convenience
64%
Low Prices
57%
Fast Delivery
55%
I Want the Loyalty Points
55%
Free Shipping
54%

Consumers are Likely to Purchase New (to Them) Beauty Products Alongside Habitual Items

When beauty shoppers are stocking up on their favorites, do they simply grab what they need – and then head to the checkout?

Not always.

Nearly all (96%) of consumers say that when they’re purchasing a habitual beauty product, they’re at least somewhat likely to also buy a new product within the same purchase – up slightly from last year. Nearly half (43%) indicate they’re very likely to do so.

Many Consumers Purchase Habitual and Unknown Beauty Products Within the Same Transaction
When purchasing a habitual beauty product (a product you typically buy/need) how likely are you to also buy a new beauty product during the same purchase?
2019
Very likely
27%
Somewhat likely
55%
Unlikely
18%
2021
Very likely
40%
Somewhat likely
54%
Unlikely
6%
2022
Very likely
43%
Somewhat likely
53%
Unlikely
4%

The likelihood of purchasing a new beauty product alongside a tried-and-true one is particularly high among those who identify as beauty enthusiasts. Half (50%) of those in this group say they’re very likely to do so, compared to 21% of beauty brand loyalists and 24% of beauty novices.  

Likelihood of Purchasing a New Beauty Product and a Habitual One Within the Same Transaction by Shopper Type
When purchasing a habitual beauty product (a product you typically buy/need) how likely are you to also buy a new beauty product during the same purchase?
Beauty Brand Loyalist
Very likely
21%
Somewhat likely
67%
Unlikely
12%
Beauty Enthusiast
Very likely
50%
Somewhat likely
48%
Unlikely
2%
Beauty Novice
Very likely
24%
Somewhat likely
68%
Unlikely
8%

In addition, younger consumers are more likely to add a new (to them) beauty product to the same shopping basket as a tried-and-true product. 53% of Gen Z’ers and 47% of Millennials indicate they’re very likely to do so, compared to 39% of Gen X’ers and just over a quarter (26%) of Boomers. 

Likelihood of Purchasing a New Beauty Product and a Habitual One Within the Same Transaction by Generation
When purchasing a habitual beauty product (a product you typically buy/need) how likely are you to also buy a new beauty product during the same purchase?
Gen Z
Very likely
53%
Somewhat likely
41%
Unlikely
6%
Millennials
Very likely
47%
Somewhat likely
50%
Unlikely
3%
Gen X
Very likely
39%
Somewhat likely
56%
Unlikely
5%
Boomers
Very likely
26%
Somewhat likely
65%
Unlikely
9%
Chapter 7

How Consumers Discover and Buy New-to-Them Beauty Products

While there are certain beauty products consumers purchase time and again, many are also open to trying out new products.

Consumers are Very Open to Buying New-to-Them Beauty Products

For many consumers, the willingness to try new products has increased since the start of the pandemic. 

Today, over half (52%) of consumers say they’re more likely to try a new beauty product now than pre-COVID. This is up significantly from last year, when 40% of consumers felt this way.

COVID Has Increased Consumers’ Willingness to Try New (to Them) Beauty Products
Are you more likely to try new-to-you beauty products now than pre-Covid?
2021
40%
2022
52%

In fact, new beauty products account for a significant portion of consumers’ beauty spending – whether they’re shopping online or in a brick-and-mortar store. 

A third of shoppers say that new (to them) beauty products account for 26-50% of their online beauty spending. Another third indicate new products make up 1-25% of their total online beauty spending.

New products make up a significant portion of physical shopping baskets, too. The largest portion of shoppers (39%) say that between 26% and 50% of the beauty products they purchase in a brick-and-mortar store are items they’ve never tried before. 

A Significant Portion of Beauty Spending (Both Online and In-Store) is on Unfamiliar Products
Roughly what percentage of your beauty purchases are for beauty products you’ve never tried before?
2021
Online
0%
9%
1-25%
34%
26-50%
28%
51-75%
20%
76-100%
9%
In-Store
0%
9%
1-25%
41%
26-50%
31%
51-75%
15%
76-100%
4%
2022
Online
0%
7%
1-25%
33%
26-50%
33%
51-75%
20%
76-100%
7%
In-Store
0%
3%
1-25%
37%
26-50%
39%
51-75%
17%
76-100%
4%

Specialty Beauty Retailer Website are the Top Destination for Consumers Purchasing New-to-Them Beauty Products

Consumers are spending a significant chunk of their beauty budget on products they’ve never purchased before. Where are they most often going to buy these unknown items? 

A common theme running through our survey results, the most popular place to purchase an unknown beauty product is a specialty beauty retailer’s website. Over a third (36%) of consumers indicate this is where they typically go to buy new-to-them beauty products, up from 24% who said this was their go-to in 2021. 

Amazon and specialty beauty retailer stores are tied for second, with 14% indicating each of these places is where they typically go to buy new beauty products. Brand websites – such as benefitcosmetics.com and glossier.com – are close behind, with 12% of consumers indicating these types of websites are where they go to purchase products they’ve never tried before. 

Where Online Beauty Shoppers Start the Purchase Journey
When shopping ONLINE, where do you most often begin shopping for beauty products?
2019
Specialty beauty retailer website (Ulta.com, Sephora.com)
8%
Amazon
37%
Speciality beauty retailer store (Ulta, Sephora)
5%
Brand website (benefitcosmetics.com, glossier.com)
8%
Mass retailer store (Target, Walmart)
19%
Mass retailer website (Target.com, Walmart.com)
13%
Brand store (MAC Cosmetics, Lush)
6%
Department store (Macy’s, Nordstrom)
3%
Department store website (Macys.com, Nordstrom.com)
1%
2021
Specialty beauty retailer website (Ulta.com, Sephora.com)
24%
Amazon
18%
Speciality beauty retailer store (Ulta, Sephora)
17%
Brand website (benefitcosmetics.com, glossier.com)
11%
Mass retailer store (Target, Walmart)
15%
Mass retailer website (Target.com, Walmart.com)
8%
Brand store (MAC Cosmetics, Lush)
3%
Department store (Macy’s, Nordstrom)
3%
Department store website (Macys.com, Nordstrom.com)
1%
2022
Specialty beauty retailer website (Ulta.com, Sephora.com)
36%
Amazon
14%
Speciality beauty retailer store (Ulta, Sephora)
14%
Brand website (benefitcosmetics.com, glossier.com)
12%
Mass retailer store (Target, Walmart)
9%
Mass retailer website (Target.com, Walmart.com)
8%
Brand store (MAC Cosmetics, Lush)
3%
Department store (Macy’s, Nordstrom)
3%
Department store website (Macys.com, Nordstrom.com)
1%

Reviews Give Shoppers Confidence to Purchase New Products

If a consumer purchases a habitual product, they know exactly what to expect. However, when they venture out to try a new-to-them product, there’s a certain amount of risk involved. This is especially true when they’re shopping online and don’t have the opportunity to see and try out a product before making a purchase.

However, there are certain factors that boost their confidence – and their likelihood to give a new product a try. Chief among them? Product reviews.

Nearly all (92%) of consumers say that reviews are a factor they rely on for information when accessing a new beauty product they’ve never purchased before – up significantly from 74% in 2021.

In fact, the top five factors that consumers consider most when purchasing new beauty products have remained the same year-over-year. However, it’s interesting to note that the percentage of consumers who rely on each factor has increased significantly. 

Top Motivators for Trying New Beauty Products
2021
Ratings and Reviews
74%
Recommendations from family and friends
47%
Social media
45%
Trusted product name, packaging and/or description
40%
Price
37%
2022
Ratings and Reviews
92%
Recommendations from family and friends
70%
Social media
57%
Trusted product name, packaging and/or description
55%
Price
52%
Chapter 8

How Influencers Impact Consumers’ Beauty Purchases

For many beauty brands, influencer marketing is becoming a growing line item in the budget. According to a report from Influencer Marketing Hub, more than three-quarters of brand marketers plan to dedicate a budget to influencer marketing this year. In fact, the influencer marketing industry is expected to grow to $16.4 billion in 2022. 

But how much of an impact do influencers have on beauty shoppers? 

Younger Shoppers are More Swayed by Influencers

Overall, 61% of consumers indicate they’re swayed by the influencers they follow to buy beauty products, up from 56% last year. Millennial (68%) and Gen Z (74%) shoppers are even more likely to be swayed by beauty influencers.  

Influencers Sway Beauty Shoppers Across Generations
Are you swayed by the influencers you follow to buy beauty products?
2021
Overall
56%
Gen Z
74%
Millennials
66%
Gen X
50%
Boomers
34%
2022
Overall
61%
Gen Z
74%
Millennials
68%
Gen X
54%
Boomers
37%

Beauty enthusiasts are particularly swayed by influencers, when compared to beauty brand loyalists and beauty novices. This makes sense, given they are generally more willing to try new products. 

The Impact of Beauty Influencers by Shopper Type
Are you swayed by the influencers you follow to buy beauty products?
Beauty Brand Loyalist
2021
41%
2022
58%
Beauty Enthusiast
2021
63%
2022
67%
Beauty Novice
2021
46%
2022
47%

Beauty Shoppers Trust Their Favorite Influencers

It’s easy to assume that beauty shoppers place more trust in influencers with a large following. But is this actually true?

Not for the majority of beauty shoppers. 

Over half (53%) of shoppers say they trust the influencers they’re loyal to – no matter their follower count. 12% indicate they trust micro-influencers (those with less than 100,000 followers) the most, while a mere 6% say they trust macro-influencers (those with more than 100,000 followers) the most.

The remaining 28% indicate they are more willing to trust beauty suggestions from people they actually know. Across the board, these percentages remain largely unchanged from last year. 

The Impact of Beauty Influencers by Shopper Type
Are you swayed by the influencers you follow to buy beauty products?
2021
It doesn’t matter how many followers an influencer has. I trust the ones I am loyal to no matter their follower count
52%
I am more willing to trust beauty suggestions from people I personally know
32%
Micro influencers with less than 100,000 followers
11%
Macro influencers with more than 100,000 followers
5%
2022
It doesn’t matter how many followers an influencer has. I trust the ones I am loyal to no matter their follower count
53%
I am more willing to trust beauty suggestions from people I personally know
29%
Micro influencers with less than 100,000 followers
12%
Macro influencers with more than 100,000 followers
6%
Chapter 9

How Shoppers’ Values Influence Their Beauty Purchases

Consumers weigh a number of factors when purchasing beauty products, including price, brand, quality and ease of use – among others. But these days, many shoppers also seek out beauty brands and products that align with their values. 

The Importance of Black Ownership to Beauty Shoppers
How important is it to you that a beauty brand is Black-owned when considering a purchase?
Overall
Very important
11%
Somewhat important
23%
Makes no difference
66%
Gen Z
Very important
18%
Somewhat important
32%
Makes no difference
50%
Millennials
Very important
12%
Somewhat important
26%
Makes no difference
62%
Gen X
Very important
10%
Somewhat important
18%
Makes no difference
72%
Boomers
Very important
6%
Somewhat important
15%
Makes no difference
79%

In addition, 46% of shoppers say they specifically plan to purchase products in the future that are made by Black-owned beauty brands, down slightly from 50% a year ago. Again this year, younger shoppers are more likely to indicate they have plans to purchase from Black-owned beauty brands. 

Many Consumers Plan to Purchase from Black-Owned Beauty Brands in the Future
Do you specifically plan to buy products in the future that are made by Black-owned beauty brands?
2021
Overall
50%
Gen Z
75%
Millennials
58%
Gen X
44%
Boomers
31%
2022
Overall
46%
Gen Z
58%
Millennials
50%
Gen X
40%
Boomers
36%

Of note, beauty enthusiasts are significantly more likely to have plans to support Black-owned beauty brands in the future, when compared to beauty loyalists and beauty novices. This makes sense, as in general, beauty enthusiasts are more willing to experiment and try out new products.

Beauty Enthusiasts are More Likely to Seek Out Black-Owned Beauty Brands in the Future
Do you specifically plan to buy products in the future that are made by Black-owned beauty brands?
Beauty Brand Loyalist
2021
38%
2022
36%
Beauty Enthusiast
2021
55%
2022
49%
Beauty Novice
2021
45%
2022
39%

Clean Beauty Matters to the Majority of Shoppers

The environment is a serious concern for many. At the same time, many consumers are starting to pay more attention to what they put in and on their bodies. 

So perhaps it’s not surprising that the vast majority – 85% – of consumers indicate that it’s at least somewhat important to them that a beauty product is “clean” – in other words, made sustainably with natural ingredients. 

Interestingly, Boomers are the generation most likely to say that “clean” beauty is important to them when making a purchase.

Consumers Value Environmentally Sound Products
How important is it to you that a beauty product is “clean” (i.e. made sustainably with natural ingredients) when considering a purchase?
Overall
Very important
35%
Somewhat important
50%
Makes no difference
15%
Gen Z
Very important
40%
Somewhat important
45%
Makes no difference
15%
Millennials
Very important
34%
Somewhat important
51%
Makes no difference
15%
Gen X
Very important
34%
Somewhat important
51%
Makes no difference
15%
Boomers
Very important
44%
Somewhat important
45%
Makes no difference
11%

The “cleanliness” of a beauty product is something that matters to a lot of customers. But do they have plans to specifically seek out and purchase sustainably-made products? 

71% say they do, down slightly from 76% when we asked this question in 2021. Interestingly, this percentage is even higher among Gen Z (76%) and Boomer (75%) shoppers. 

Consumers of All Ages Plan to Seek Out “Clean” Beauty Products in the Future
Do you specifically plan to buy beauty products in the future that are "clean" (i.e. made sustainably)?
2021
Overall
76%
Gen Z
86%
Millennials
80%
Gen X
72%
Boomers
68%
2022
Overall
71%
Gen Z
76%
Millennials
71%
Gen X
70%
Boomers
75%

Beauty Shoppers Value Vegan Products

These days, a growing number of consumers are focused on animal rights. And many make it a priority to avoid animal products altogether.

Overall, 51% of consumers say that it’s at least somewhat important to them that a beauty product is vegan. This number is even higher among Gen Z and Millennial shoppers. 

Younger Shoppers Place More Importance on Vegan Beauty Products
How important to you is it that a beauty product is vegan when considering a purchase?
Overall
Very important
14%
Somewhat important
37%
Makes no difference
49%
Gen Z
Very important
20%
Somewhat important
44%
Makes no difference
36%
Millennials
Very important
15%
Somewhat important
39%
Makes no difference
46%
Gen X
Very important
12%
Somewhat important
34%
Makes no difference
54%
Boomers
Very important
9%
Somewhat important
33%
Makes no difference
58%

Consumers say vegan beauty is important to them. But do they have plans to seek out and purchase more of these types of beauty products in the future? 

Overall, 42% say yes. Gen Z’ers are the generation most likely to indicate they’re planning on purchasing more vegan beauty products in the future. 

Younger Shoppers are More Likely to Buy More Vegan Beauty Products in the Future
Do you specifically plan to buy beauty products in the future that are vegan?
Overall
42%
Gen Z
55%
Millennials
46%
Gen X
36%
Boomers
34%

In addition, beauty enthusiasts are the type of shopper most likely to say they plan to buy more vegan beauty products in the future. Again, this is likely because beauty enthusiasts are, in general, more open to trying new products.

Beauty Enthusiasts are Most Open to Buying Vegan Products in the Future
Do you specifically plan to buy beauty products in the future that are vegan?
Beauty Brand Loyalist ​
31%
Beauty Enthusiast
45%
Beauty Novice
34%
Chapter 10

7 Key Takeaways for Beauty Brands & Retailers

The way consumers shop for beauty products online and in-store is evolving – and will continue to do so. To remain competitive, beauty brands and retailers must understand the ever-changing needs and preferences of shoppers – and then adapt their strategies to meet them. 

Here are 7 key takeaways from our research of the habits of modern beauty shoppers. 

One
Beauty eCommerce Continues to Grow

When COVID hit, many consumers shifted their beauty spending online. If the data is any indicator, this habit is one that seems to be sticking around. This year, just under half (49%) of consumers told us they buy more beauty products online than they did prior to the pandemic. Although this is down just slightly from the year prior, it’s a highly significant percentage.

Clearly, consumers have embraced the convenience of browsing and buying beauty products online. Brands and retailers must make it a top priority to deliver engaging online shopping experiences – or risk losing shoppers to a competitor that does.

Two
Brick-and-Mortar Still Critical

Though many beauty shoppers are spending more online than they did pre-pandemic, brick-and-mortar continues to be important. 

Today, nearly all (97%) consumers spend at least some of their monthly beauty budget in a brick-and-mortar store. And nearly half (45%) spend over $50 online each month on beauty products.

Of course, it’s important to invest in digital. But brick-and-mortar stores should contribute to a compelling and channel blended experience.

Three
Beauty Consumers are Open to Trying New Products

Most consumers have tried-and-true beauty products they purchase time and time again. However, many are also open to giving new products a try.

Just over half (52%) of shoppers are more likely to try a new beauty product today than they were pre-COVID. And many tell us they’re likely to buy habitual and new-to-them products within the same transaction.

Consumers weigh myriad factors when deciding whether to purchase an unknown product, but one rises to the top. A staggering 92% of consumers say reviews are a factor they consider when deciding whether to purchase a new (to them) product.

It’s essential to generate plenty of reviews for newly launched or lesser known products. This content will boost shoppers’ confidence – and the likelihood they’ll buy.

Four
UGC is Essential for Online and In-store Shoppers Alike

Modern consumers depend on user-generated content to make informed purchase decisions – whether they’re shopping online or in-store.

Nearly all (99%) of consumers read reviews when shopping online at least sometimes, and 85% do so when shopping in a physical store location. In addition, 96% seek out visual content from other shoppers, and 98% read Q&A.

The presence of this content gives shoppers the confidence to make a purchase. Make it a priority to generate plenty of user-generated content. Then, showcase this content so it’s easy for shoppers to find, whether they’re browsing from home on a computer or in a store on a mobile device. 

Five
Beauty Shoppers Seek out Products and Brands that Align with Their Values

Factors like price and packaging still matter. However, a growing number of consumers pay attention to whether a product or brand aligns with their values – and they seek out those that do.

Specifically, we found that many consumers plan to seek out and purchase beauty products that are made by Black-owned brands, as well as those that are clean and vegan. 

Showcase what’s unique about your brand or products so consumers can quickly determine whether it aligns with their values. For example, a beauty retailer might add sections to its website that make it easy for shoppers to find products that are from Black-owned brands, as well as those that are clean and vegan.

Six
Beauty Shoppers are Loyal to Their Trusted Influencers

61% of consumers are swayed by the influencers they follow to purchase beauty products. However, a greater following doesn’t necessarily equate to greater influence. Over half (53%) of beauty shoppers indicate they trust their beloved influencers – no matter how many followers they may have.

Consider leveraging micro-influencers who love your brand and products. One way to do this is to send samples to these influencers, and in exchange, ask them to write a review or post a photo on their Instagram account. This content will help future shoppers make more informed purchase decisions.

Seven
Beauty Brands and Retailers Must Continuously Measure and Optimize Their UGC Strategies

Nearly all beauty shoppers seek out user-generated content, whether they’re shopping online or in-store. So brands and retailers must make it a priority to collect and display more of this content if they expect to attract and retain shoppers. 

When developing your UGC collection and display strategies, best practices (especially those for the beauty industry) are a great place to start. However, all businesses are different. As such, it’s essential to continuously measure the performance of your UGC program – and use those insights to make changes that’ll garner an even bigger ROI.

USAUK