Feb 27, 2019

Beauty and the Basket

Heavy Makeup Buyers (those who spend $150+ on makeup in a year) represent only 10% of all makeup buyers, yet contribute to 49% of all makeup spend. On the other hand, the other 90% of makeup buyers, Average Makeup Buyers (those who spend under $150 on makeup in a year) contribute to 51% of all makeup spend. 

But these two shopper segments don’t just differ in terms of buy rate and spend per year. They also purchase distinct types of makeup, frequent different retailers and favor specific brands. 

Read our infographic to understand makeup buyers’ shopping behaviors and preferences, as well as the factors that influence their path to purchase, such as types of online content consumed, receptivity to marketing, and social media usage.