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Cosmetics Consumer Behavior in the U.S. 2022

Cosmetics Consumer Behavior in the U.S. 2022

The U.S. is the most valuable beauty and personal care market in the world. In 2020, the American beauty and personal care market was valued at 93.1 billion U.S. dollars. Some of the main aspects that drive this market are consumer demand, consumer expenditure, and purchase behavior. In 2019, the average American household spent approximately 197 U.S. dollars on cosmetics, perfume, and bath preparations.

In the past, about 34 percent of households with an annual income of 100,000 U.S. dollars or more spent between 500 and 999 U.S. dollars on skin care, cosmetics and fragrance , with 32 percent of them spending under 500 U.S. dollars. Skin care products also make up the largest part of the global cosmetic market. Besides skin care products, the cosmetic industry also includes hair care, make-up, perfumes, toiletries and deodorants, and oral cosmetics products.

American customers often turn to “Big Box” retail stores, such as Walmart and Target, to purchase cosmetic products . In a survey, nearly 52 percent of respondents had bought cosmetic products at a Walmart or Walmart Supercenter in the United States. A large share of American consumers also turn to pharmacies, such as CVS, Walgreens, and Rite Aid to purchase cosmetics products, with about 58 percent of women surveyed in the U.S. shopping for health and beauty products at drug stores. A significant share of Americans also buy cosmetic products online, at department stores and in grocery stores.

Different consumer groups may have different preferred beauty destinations or preferred types of products. American teenagers have different preferences in regards to purchasing beauty products, for example, upper-income U.S. teens, said they preferred locations such as Sephora and Ulta to meet their beauty needs. In terms of cosmetic brands, MAC was the leading cosmetic brand amongst upper-income U.S. teens, followed by Maybelline and Urban Decay. MAC was also the preferred cosmetic brand amongst average-income U.S. teens.

In recent years, beauty box subscriptions have gained popularity among consumers in the United States. These subscription programs will mail the subscriber a package of pre-selected beauty products for a modest monthly fee, usually between ten to twenty U.S. dollars. The subscriber may report certain preferences to tailor the box to their specific tastes and needs, but for the most part the contents of the box will be unknown to the recipient. This service gives the consumer a chance to sample beauty products that they may not usually try on their own. Two of the most popular subscription services were Birchbox and Ipsy Glam Bag.

Table of Contents
Channels and retailers
Purchasing behavior
Consumer preference
Online behavior

1. Channels and retailers

Leading cosmetics shopping destinations of female U.S. consumers 2017

Description: This statistic shows the most popular destinations to purchase cosmetics products among women in the United States as of May 2017. According to the survey of women interested in beauty and cosmetics, 58 percent of women usually purchased cosmetics from a drug store/pharmacy.

Preferred types of shops for online cosmetics shopping in the U.S. 2017

Description: This statistic shows the most popular online destinations to purchase cosmetics among women in the United States as of May 2017. According to the survey of women interested in beauty and cosmetics, 76 percent of women who purchased cosmetics online did so from online multi-brand e-commerce platforms such as Amazon.com.

Places where U.S. consumers buy organic beauty and care products 2017

Description: This statistic shows the locations where consumers in the United States purchase organic beauty and personal care products as of May 2017. During the survey, 40 percent of responding U.S. consumers said they usually buy organic beauty products from a department store. 

Household penetration of cosmetics in the U.S. as of October 2017, by category

Description: This statistic shows the household penetration of cosmetics in the United States as of October 2017, by product category. During the survey, 60.7 percent of responding households said they had purchased mascara in the past 12 months. 

Share of U.S. consumers who purchased cosmetics at national retailers May 2017

Description: This statistic presents the share of U.S. consumers who purchased cosmetics at a larger national/regional retailer in the past 3 months as of May 2017. The survey revealed that 69 percent of respondents purchased 76 to 100 percent of their cosmetics from larger national/regional retailers. 

Share of U.S. consumers who purchased cosmetics at local retailers May 2017

Description: This statistic presents the share of U.S. consumers who purchased cosmetics at a local/independent retailer in the past 3 months as of May 2017. The survey revealed that 21 percent of respondents purchased one to 25 percent of their cosmetics from local/independent retailers.

Leading retailers where U.S. consumers shopped for cosmetics in 2017

Description: This statistic shows the share of consumers who bought cosmetics at selected retailers in the past 12 months in the United States as of July 2017. During the survey, approximately 27.6 percent of U.S. respondents reported having purchased cosmetics products from Walmart or Walmart Supercenters in the past year. 

Proportion of cosmetics purchases made online by U.S. consumers 2017

Description: This statistic shows the share of skincare and cosmetics products purchased online by consumers in the United States as of July 2017. According to the survey, 13.3 percent of respondents purchased 1 to 10 percent of their skincare and cosmetics products online, while only 2.5 percent of respondents reported purchasing all of these products online.

Leading online destinations for U.S. beauty and personal care shoppers 2016

Description: This statistic provides information regarding the leading online destinations for U.S. beauty and personal care shoppers. The October 2016 revealed that 69 percent of the survey respondents search for and purchased beauty products at Amazon.com.

2. Purchasing behavior

Beauty and care products bought by U.S. consumers 2017

Description: This statistic shows the beauty and personal care products purchased by consumers in the United States as of May 2017. During the survey, 89 percent of responding U.S. consumers reported purchasing skin care products.

Share of organic beauty and care products bought by U.S. consumers 2017

Description: This statistic shows the share of organic beauty and personal care products purchased by consumers in the United States as of May 2017. During the survey, 8 percent of responding U.S. consumers reported buying [almost] only organic personal care and cosmetics products.

Beauty box brand subscription rate among female U.S. subscribers 2017

Description: This statistic provides an indication of which beauty box brands are most popular among female subscribers in the United States as of May 2017. According to the survey of women interested in beauty and cosmetics, 38 percent of women who were subscribed to a beauty box held a subscription with Ipsy Glam Bag. 

Cosmetics purchasing behavior among consumers in the U.S. in 2017

Description: This statistic shows the share of consumers who agree with selected statements about their cosmetics purchasing behavior in the United States as of October 2017. During the survey, approximately 46.6 percent of respondents said that they preferred to shop for cosmetics at stores that offer good deals on their products.

U.S. consumers aversion from buying cosmetic brands tested on animals 2017

Description: This statistic shows the likelihood of consumers in the United States to stop purchasing from their favorite cosmetics/makeup brand if it were reported that the brand test their products on animals, as of April 2017. During the survey, 32 percent of consumers reported that they would very likely stop purchasing from their favorite brand if they tested on animals. 

U.S. household expenditure on cosmetics, perfume and bath products 2010-2020

Description: In 2020, the average annual expenditure on cosmetics, perfume, and bath preparation products amounted to approximately 199 dollars per consumer unit in the United States. This figure represents the highest expenditure in over a decade. 

3. Consumer preference

Leading retailers where U.S. consumers bought cosmetic products in 2017

Description: This statistic shows the share of consumers who bought cosmetic products at selected retailers in the past 12 months in the United States as of October 2017. During the survey, approximately 56 percent of U.S. respondents reported having purchased skin care products from Walmart or Walmart Supercenters in the past year. 

U.S. consumers who care about ingredients in beauty and care products 2017

Description: This statistic shows the share of consumers who care about ingredients when buying personal care and cosmetics products in the United States as of May 2017. During the survey, 32 percent of responding U.S. consumers reported always considering the ingredients when buying beauty and personal care products. 

U.S. consumers who prefer to buy natural/organic cosmetics products 2017

Description: This statistic shows the share of consumers in the United States who prefer to purchase natural or organic decorative cosmetics products as of May 2017. During the survey, 40 percent of responding U.S. consumers reported that they prefer to purchase makeup products that are natural or organic.

Skin care ingredient preferences among women in the U.S. 2017

Description: This statistic shows the results of a survey on skin care ingredients that skincare consuming women in the United States were interested in as of December 2017, by type. According to the survey, 38 percent of the women in the U.S. are interested in skin care products containing probiotic ingredients. 

Facial foundation brand preferences in the U.S. in 2017 and 2018, by age

Description: This statistic shows the results of a survey conducted between October 2017 and January 2018 among 2,000 adult American women on their preferred facial foundation brand. The results were sorted by age. During the survey, 14.5 percent of respondents aged 18 to 34 stated their preferred brand is MAC; 11.6 percent of respondents aged 35 to 49 said the same.

Brands of blusher or bronzer used in the U.S. 2020

Description: This statistic shows the brands of blusher / bronzer used in the United States in 2020. The data has been calculated by Statista based on the United Nations data and Simmons National Consumer Survey (NHCS). According to this statistic, 17.01 million women in the U.S. used Cover Girl in 2020. 

4. Online behavior

Cosmetics product purchase frequency of female U.S. consumers 2017, by channel

Description: This statistic presents the frequency of purchasing makeup products according to female consumers in the United States as of May 2017. According to the survey of beauty and cosmetics interested women in the United States, 35 percent of those who shopped for such products offline purchased makeup products once per month. 

Preferred beauty product purchasing channels in the U.S. in 2019

Description: This statistic shows the preferred purchasing channel of consumers shopping for beauty products in the United States as of 2019. In 2019, 69 percent of of beauty consumers were still shopping in physical stores in the United States.

Importance of social media when purchasing cosmetics in the U.S. 2014-2017, by type

Description: This statistic presents the importance of social media when purchasing cosmetics in the United States from 2014 to 2017, by type. For 2016, the survey revealed that about 27 percent of respondents say YouTube is very important in determining which cosmetics they purchase. 

Leading beauty brands on social media in the U.S. 2020, by actions

Description: In 2020, Kylie Cosmetics was the most popular U.S. consumer beauty brand with 151 million cross-platform actions on social media brand content. Colourpop Cosmetics was second with more than 147 million social media actions on brand-owned content. 

Female U.S. consumers who read beauty and cosmetics magazines 2017

Description: This study presents the percentage of female U.S. consumers who read online or offline beauty and cosmetics magazines. During the May 2017 survey period, 19 percent of respondents claimed doing so regularly.

Female U.S. consumers who read beauty and cosmetics blogs 2017

Description: This study presents the percentage of female U.S. consumers who follow beauty and cosmetics blogs. During the May 2017 survey period, 13 percent of respondents claimed doing so regularly. A total of 47 percent of respondents did not read any blogs 

that were mainly or partially about beauty and cosmetics.

Female U.S. consumer beauty and cosmetics blogs consumption 2017

Description: This study presents information on the beauty blog consumption of female consumers in the United States. During the May 2017 survey, 58 percent of respondents stated that they regularly looked at up to three beauty and cosmetics blogs.

YouTube beauty product review video consumption of female U.S. users 2017

Description: This study presents the frequency of female U.S. consumers watching beauty content product review videos on YouTube. During the May 2017 survey period, 22 percent of respondents claimed doing so regularly. A total of 25 percent of respondents stated that they never watched tutorial videos about beauty products on YouTube.

YouTube beauty tutorial video consumption of female U.S. users 2017

Description: This study presents the frequency of female U.S. consumers watching beauty content tutorial videos on YouTube. During the May 2017 survey period, 19 percent of respondents claimed doing so regularly. A total of 24 percent of respondents stated that they never watched tutorial videos about beauty products on YouTube. 

YouTube beauty haul video consumption of female U.S. users 2017

Description: This study presents the frequency of female U.S. consumers watching beauty content haul videos on YouTube. During the May 2017 survey period, 14 percent of respondents claimed doing so regularly. A total of 38 percent of respondents stated that they never watched video presentations of recently shopped beauty products on YouTube. 

Female U.S. user preference of brand versus user-generated beauty content videos 2017

Description: This study presents the preference of female U.S. consumers of videos by cosmetics brands versus user-generated beauty content videos. During the May 2017 survey period, 12 percent of respondents claimed that they definitely prefer the videos by cosmetics companies. A total of nine percent of respondents stated that they definitely prefer blogger videos and personal accounts. 

Source from statista.com

The information set forth above is provided by Statista independently of Alibaba.com. Alibaba.com makes no representation and warranties as to the quality and reliability of the seller and products.

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