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Deep Dive

Beauty Enthusiast Snapshot

Beauty enthusiasts are always on the lookout for the next best beauty products and brands. Here’s a look at how they’re shopping for beauty products online and in-store  – and the factors that influence their purchase decisions. 

Beauty Enthusiasts’ Budgets

Of all the beauty shopper personas we examined, beauty enthusiasts have the largest beauty budgets. Clearly, these adventurous shoppers are willing to spend on the beauty products that capture their attention. 

Overall Monthly Beauty Spending (Online + In-Store)
Roughly how much money do you spend on beauty products TOTAL per month?
$0
0%
$1-$50
10%
$51-$100
26%
$101-$200
29%
$201-$500
25%
$500+
10%

Beauty Enthusiasts’ Openness to New Products

Beauty enthusiasts have their beloved products. However, most are open to trying new products, too. 

of beauty enthusiasts are at least somewhat likely to buy a new-to-them beauty product in the same transaction as a habitual product.
0 %
Top Ways Beauty Enthusiasts Learn About Products They’ve Never Purchased Before
Customer Ratings and Reviews
71%
Customer photos and videos
56%
Recommendations from friends/family
49%
Instagram
44%
Tiktok
42%
Results on Google and similar search engines
38%
Search results on retail sites (e.g. Amazon.com or Ulta.com)
34%

Top Purchase Considerations for Beauty Enthusiasts

Beauty enthusiasts consider many factors when making purchase decisions. User-generated content tops the list.

Top Factors When Deciding Whether to Buy a Beauty Product
Customer Ratings and Reviews
89%
Customer photos and videos
70%
Recommendations from friends/family
63%
Instagram
37%
In-store recommendations from store specialists
36%
Tiktok
36%
Search results on retail sites (e.g. Amazon.com or Ulta.com)
34%

Beauty Enthusiasts’ Reliance on Ratings and Reviews

Beauty enthusiasts rely on ratings and reviews – whether they’re shopping online or in a brick-and-mortar store. 

How Often Beauty Enthusiasts Read Reviews
When Shopping Online
When Shopping In-Store
How Beauty Enthusiasts Want to Access Reviews In-Store
On the brand or retailer website on my phone
69%
Through the app
51%
On in-store displays
36%
Phone notifications when entering the store
14%

The Role of Other Types of UGC in the Purchase Journey of Beauty Enthusiasts

Beauty enthusiasts often turn to other types of user-generated content – including Q&A and photos and videos – to make informed purchase decisions. 

How Often Beauty Enthusiasts Read Q&A
How Often Beauty Enthusiasts Seek Out Visual Content

How Beauty Enthusiasts’ Values Influence Their Purchase Decisions

Increasingly, beauty enthusiasts seek out brands and products that align with their unique values. 

feel it’s important that a beauty product is “clean.”
0 %
think it’s important that a beauty product is vegan.
0 %
feel it’s important that a beauty brand is Black-owned.
0 %
This research is taken from Health and Beauty Shopping Trends in 2023, a survey of 26,340 US consumers fielded in May 2023.

Check out the survey hub for further insights.
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