How US consumers shop for beauty across age groups

Key stat: Among US beauty shoppers of all ages, beauty and personal care shoppers are most likely to buy in-stores. But younger consumers are more likely to buy online than older consumers, according to March 2024 data from Ipsos.

Beyond the chart:

• 39% of US consumers 55 and older buy beauty products in-store from discount or warehouse retailers. But for younger consumers, this behavior is less likely, while buying products online to pick up in-store or on social media is more likely.
• US beauty shoppers are most likely to discover new products shopping in-store, according to our November 2023 survey.
• But when actually purchasing new products, US beauty consumers are most likely to buy via retailer websites and apps, per the same survey.

Use this chart:

• Allocate beauty ad spend.
• Consider retail media ad buys with retailers that sell beauty products.

More like this:

• 5 factors driving the growth of beauty and cosmetics sales
• Social, resale, and beauty: 3 things buoying a slowing luxury retail market
• 5 charts on Gen Z’s shopping habits across beauty, apparel, and more
• Amazon is a channel beauty brands can’t ignore

Methodology: Data is from the May 2024 Ipsos report titled "What the Future: Shopping." 1,120 US adults ages 18+ were surveyed online during March 19-20, 2024.