Gen Z Beauty Budgets
It’s no secret we’re in the midst of economic uncertainty. Yet, Gen Z beauty budgets remain strong.
Overall Monthly Beauty Spending (Online + In-Store)
Roughly how much money do you spend on beauty products TOTAL per month?
$0
0%
$1-$50
12%
$51-$100
25%
$101-$200
28%
$201-$500
23%
$500+
12%
Monthly Online Beauty Spend
$0
4%
$1-$50
26%
$51-$100
27%
$101-$200
21%
$201-$500
15%
$500+
7%
Monthly In-Store Beauty Spend
$0
2%
$1-$50
27%
$51-$100
30%
$101-$200
22%
$201-$500
12%
$500+
7%
Openness to New Beauty Products
Sure, Gen Z’ers reach for their tried-and-true beauty products. But they’re also willing to give new products a try.
0
%
of Gen Z are at least somewhat likely to buy a new beauty product in the same transaction as a habitual beauty product.
Top Websites/Stores for Gen Z to Research/Buy New-to-Them Beauty Products
A specialty beauty retailer's website (Ulta.com, Sephora.com etc)
76%
Speciality beauty retailer store (Ulta, Sephora etc)
66%
A brand's website (BenefitCosmetics.com, Glossier.com etc)
60%
Amazon.com
54%
A mass retailer's website (Target.com, Walmart.com etc)
48%
Gen Z’s Top Purchase Considerations
Consumers consider many factors when shopping for beauty products. For Gen Z’s, user-generated content has a larger influence than traditional marketing initiatives.
Top Factors Gen Z's Consider When Deciding Whether to Buy a Beauty Product
Which of the following do you CONSIDER when it comes to making decisions on whether to buy beauty products?
Customer Ratings and Reviews
87%
Customer photos and videos
76%
Recommendations from friends/family
58%
Tiktok
57%
In-store recommendations from store specialists
39%
Instagram
39%
Search results on retail sites (e.g. Amazon.com or Ulta.com)
32%
Results on Google and similar search engines
32%
How Gen Z Beauty Shoppers Interact with UGC
Beauty shoppers of all ages rely on user-generated content to make informed shopping decisions. This is especially true for this young cohort.
0
%
read ratings and reviews when shopping for beauty products online.
0
%
read ratings and reviews when shopping in-store.
0
%
seek out photos and videos submitted by other consumers when shopping for beauty products online.
0
%
read customer Q&A when shopping for beauty products online.
How Gen Z’s Values Impact Their Beauty Shopping Behavior
Gen Z is the most politically progressive generation we’ve seen. And their values have a big impact on which beauty brands they support – and which they avoid.
0
%
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.
