Feb 28, 2019

Lash to Lip: A Look at the Modern Beauty Buyer

02-28-2018 Beauty Header

They say beauty is in the eye of the beholder. And with the cosmetics industry valued at over $532 billion globally, understanding the wants and needs of those ‘beholders’ is invaluable. To get started, we took a look at today’s beauty buyer, specifically those purchasing makeup.

In 2018, 84% of households made at least one makeup purchase, spending an average of $78 on makeup over the course of the year. However, within that 84%, there were drastic differences in buyers, most notably seen if segmented by yearly spend. While 90% of individuals spend less than $150 on makeup yearly, the top 10% (who spend $150+) account for nearly half (49%) of all makeup sales. 

These beauty enthusiasts are more engaged with makeup categories across the board, and have a particular affinity for niche products like primers, bronzer and palettes. Specialty brands, higher prices and more skill required to apply are all likely reasons these sorts of products resonate more with Beauty Enthusiasts than the basic beauty buyer. 

To learn more about these two groups of makeup buyers, including their favorite brands, most frequently shopped channels, and media consumption habits, check out our latest infographic, Beauty and the Basket.