Importance of Black Ownership
Diversity, equity and inclusion is a growing focus among beauty consumers. When considering a purchase, 38% of shoppers say it’s important to them that a beauty brand is Black-owned. This is up slightly from 34% last year.
Importance of Clean Beauty
Increasingly, consumers pay attention to the ingredients in the products they buy – and the impact making these products has on the environment. When considering a beauty purchase, four in five consumers say it’s at least somewhat important to them that the product in question is “clean.” For the purposes of this research, “clean” is defined as being sustainably made with natural ingredients.
Importance of Vegan Products
A significant portion of consumers avoid animal products in their food – and in their beauty products. This year, nearly half (48%) of consumers feel it’s important that a beauty product they’re considering is vegan.
Consumers’ Values Have a Big Influence on Which Beauty Products They Buy – and Which They Avoid
Each consumer has their own, unique set of values. And increasingly, they want to support businesses with values similar to their own.
If there’s something unique about your brand or your products, be sure to showcase it on your website and in your brick-and-mortar stores. That way, beauty shoppers can easily determine whether your brand’s values align with their own.
For example, include a badge on products that are clean and vegan. Or, if you’re a retailer, consider adding sections to your website that feature products from Black-owned brands.
