Millennial Beauty Budgets
In times of economic uncertainty, it’s common for consumers to scale back. Yet, Millennial beauty budgets remain strong.
Total Monthly Beauty Spending (Online + In-Store)
Roughly how much money do you spend on beauty products TOTAL per month?
$0
0%
$1-$50
13%
$51-$100
26%
$101-$200
27%
$201-$500
24%
$500+
10%
Monthly Online Beauty Spend
$0
3%
$1-$50
27%
$51-$100
28%
$101-$200
22%
$201-$500
15%
$500+
5%
Monthly In-Store Beauty Spend
$0
2%
$1-$50
33%
$51-$100
28%
$101-$200
20%
$201-$500
12%
$500+
5%
Millennials’ Openness to New Beauty Products
Millennials reach for their tried-and-true beauty products. But they’re willing to try new beauty products, too.
0
%
of Millennials are at least somewhat likely to buy a new beauty product in the same transaction as a habitual beauty product.
Where Millennials Most Commonly Research and Buy New-to-Them Beauty Products
A specialty beauty retailer's website (Ulta.com, Sephora.com etc)
75%
Speciality beauty retailer store (Ulta, Sephora etc)
58%
A brand's website (BenefitCosmetics.com, Glossier.com etc)
58%
Amazon.com
55%
A mass retailer's website (Target.com, Walmart.com etc)
48%
Top Purchase Considerations
Millennials consider myriad factors when shopping for beauty products. But user-generated content has a bigger influence than anything else.
Top Factors Millennials Consider When Deciding Whether to Buy a Beauty Product
Which of the following do you CONSIDER when it comes to making decisions on whether to buy beauty products?
Customer Ratings and Reviews
90%
Customer photos and videos
73%
Recommendations from friends/family
62%
Instagram
38%
Tiktok
37%
In-store recommendations from store specialists
36%
Search results on retail sites (e.g. Amazon.com or Ulta.com)
33%
Results on Google and similar search engines
33%
How Millennial Beauty Shoppers Interact with UGC
Today, nearly all shoppers turn to user-generated content to fuel informed purchase decisions. Millennial beauty shoppers are no exception.
0
%
read ratings and reviews when shopping for beauty products online.
0
%
read ratings and reviews when shopping in-store.
0
%
seek out photos and videos submitted by other consumers when shopping for beauty products online.
0
%
read customer Q&A when shopping for beauty products online.
How Millennials’ Values Impact Their Beauty Shopping Behavior
Increasingly, Millennial beauty shoppers seek out brands and products with values that align to their own.
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.
