Beauty Budgets for Beauty Novices
Despite the uncertain economy, beauty novices are still spending money each month on beauty products.
Overall Monthly Beauty Spending (Online + In-Store)
Roughly how much money do you spend on beauty products TOTAL per month?
$0
1%
$1-$50
45%
$51-$100
33%
$101-$200
15%
$201-$500
5%
$500+
1%
Beauty Novices’ Openness to New Products
Beauty novices have their tried-and-true beauty products. But most are also willing to try out new brands and products, too.
0
%
of beauty novices are at least somewhat likely to buy a new-to-them beauty product in the same transaction as a habitual product.
Top Ways Beauty Novices Learn About Products They’ve Never Purchased Before
Customer Ratings and Reviews
66%
Recommendations from friends/family
50%
Customer photos and videos
47%
Results on Google and similar search engines
35%
Tiktok
33%
Instagram
27%
Search results on retail sites (e.g. Amazon.com or Ulta.com)
27%
Top Purchase Considerations for Beauty Novices
Beauty novices consider myriad factors when making purchase decisions.
Top Factors When Deciding Whether to Buy a Beauty Product
Customer Ratings and Reviews
85%
Recommendations from friends/family
61%
Customer photos and videos
58%
In-store recommendations from store specialists
28%
Results on Google and similar search engines
27%
Tiktok
25%
Search results on retail sites (e.g. Amazon.com or Ulta.com)
25%
Beauty Novices’ Dependence on Reviews
Beauty novices often turn to ratings and reviews – whether they’re shopping online, in-store, or a combination of the two.
How Often Beauty Novices Read Reviews
When Shopping Online
When Shopping In-Store
How Beauty Brand Novices Want to Access Reviews In-Store
On the brand or retailer website on my phone
59%
Through the app
40%
On in-store displays
35%
Phone notifications when entering the store
9%
The Role of Other Types of UGC for Beauty Novices
Beauty novices often seek out other types of user-generated content – including Q&A and photos and videos – to make informed purchase decisions.
How Often Beauty Novices Read Q&A
How Often Beauty Novices Seek Out Visual Content
How Beauty Novices’ Values Influence Their Purchase Behavior
Increasingly, consumers seek out brands and products that reflect their values. Beauty novices are no exception.
0
%
feel it’s important that a beauty product is “clean.”
0
%
think it’s important that a beauty product is vegan.
0
%
feel it’s important that a beauty brand is Black-owned.
