The US Beauty Consumer

Our Exclusive Survey Shows How Omnichannel Habits Are Evolving

About This Report
Our primary research on US online beauty buyers shares insights into the evolution of consumer habits and preferences in one of retail’s most resilient categories.

The “lipstick effect” is still going strong. Our exclusive research shows that very few US beauty consumers plan to cut back spending in this category, and more of their purchases are shifting online. This deck will:

  • Share key insights from our November 2023 survey of US online beauty buyers, including preferred channels, spending patterns, and subcategory data.
  • Explain how Gen Z and millennial beauty consumers diverge.
  • Help brands and retailers prepare to meet the expectations of online beauty shoppers.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Sky Canaves


Matteo Ceurvels
Senior Analyst
Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Blake Droesch
Donte Gibson
Senior Chart Editor
Vladimir Hanzlik
Executive Editor
Erika Huber
Line Editor
Na Li
Director, Primary Research
Stephanie Meyer
Senior Production Artist
Emma Noyes
Graphic Designer, Data Visualization
Jennifer Pearson
VP, Research
Matt Torpey
Senior Chart Data Specialist
Ali Young
Senior Copy Editor

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