Welcome to our comprehensive survey report, which presents an in-depth look at the makeup usage, preferences, and purchasing behaviors of 693 consumers surveyed between February and March 2024. This study covers a wide range of topics from daily makeup routines and popular product types to the pathways through which consumers explore and buy makeup products.
General facts
Makeup usage
- 4 of 5 consumers surveyed wear makeup 3+ times a week; 42% wear it every day
- Nearly half (46%) of consumers typically wear a moderate level of makeup; 30% wear a full face of makeup
- Most women surveyed use blush, concealer, foundation, setting spray, and makeup remover. 3 of 4 use highlighter and face powder
- 71% of women surveyed use lipstick. Most women surveyed additionally use lip gloss, lip balms & treatments, and lip liner
- 2 of 3 women surveyed use eye makeup remover. Additionally, most use eyebrow gel and pencils, eyeliner, eyeshadow & palettes, and mascara
- 3 of 5 women surveyed use press on nails, nail polish, manicure & pedicure tools, and top & base coats
- 3 of 4 women surveyed use makeup mirrors; most use makeup brushes and sponges & applicators
- e.l.f., Charlote Tilbury, Rare Beauty, NYX, NARS, Benefit Cosmetics, MAYBELLINE, and MAC are among consumers’ favorite makeup brands
Path to purchase
- 39% of women surveyed purchase their makeup primarily Online; 61% purchase Online at least half the time
- While most consumers purchase makeup more often from a Retailer,
1 in 3 purchases Directly From the Brand at least half the time - Consumers are most likely to purchase makeup from Sephora, then Ulta, Target, Brand Websites, and Amazon
Shoppers by retailer
Amazon
- Wear makeup once or twice a week (26%)
- Wear Moderate amount of makeup (54%)
- Face: use BB & CC Creams (50%) and Color Correcting (37%)
- Lips: use Lip Gloss (85%) and Lip Balms & Treatments (83%)
- Eyes: use Eyebrow Pencils (78%), Eyelashes (74%), Eyebrow Serum (35%)
- Nails: use Gel Nail Polish (67%), Manicure & Pedicure Tools (61%),
Nail Art & Design (31%) - Brushes & Tools: use Mirrors (72%), Blotting Papers (24%)
- Fave Brands: e.l.f. (65%), MAYBELLINE (39%), COVERGIRL (24%),
L’oreal Paris (24%), SHEGLAM (11%) - Shop Here BC: Convenient (64%), Easy to find all products I want (55%),
Best prices (53%), Shopping here for other items anyway (28%) - Discover New Products: Beauty Blogs (34%), Online Ad (17%), Google Search (13%)
- Browsing: Large selection (88%), Roam aisles and stumble on something new (75%), Ask beauty advisor (50%)
- Social Platforms: Instagram (94%), Facebook (23%)
- Need to see 3 pieces of content before purchasing
- Next Steps Before Purchase: Read product reviews (79%),
Seek more social media content (75%) - Product Attributes Values: Sustainability (5.9), Sensitive Skin (6.6), Efficacy (8.5), Influencer/Celebrity Recs (4.8)
- Spending: High/Low - I love it all! (69%)
- Purchase Monthly (38%)
- Love learning about latest trends (70%)
- Why Stick With Products They Know: New product might irritate skin (33%)
Recommendations
- Don’t wear makeup as often (once or twice a week), so tailor makeup usage content around special occasions (date night, going out with friends, etc.)
- Like to browse a large a selection of products, so be sure to highlight attributes that will make your product stand out in a crowd
- Have skin concerns so highlight how products are gentle on your skin
- Value sustainability and eco friendly attributes so highlight these if you can
- Lean more towards photo content on Instagram and Facebook
- Value celebrities/influencers so partner with Creators who have a sizable audience
Target
- Wear makeup every day (50%)
- Wear Moderate amount of makeup (57%)
- Face: use Concealer (90%), Makeup Remover (80%), Highlighter (77%)
- Lips: use Lip Balms & Treatments (88%), Lip Stain (55%), Lip Plumpers (52%)
- Eyes: use Mascara (97%), Eyebrow Gel (73%), Eye Makeup Remover (68%)
- Nails: use Nail Polish (68%), Top & Base Coats (65%) Nail Care (60%)
- Brushes & Tools: use Brow & Lash Tools (82%)
- Fave Brands: e.l.f. (72%), NYX PROFESSIONAL MAKEUP (40%), MAYBELLINE (38%), L’oreal Paris (33%), Benefit Cosmetics (27%), wet n wild (12%), Real Techniques (10%)
- Shop Here BC: Convenient (75%), Shopping here for other items anyway (37%),
Shop here without associate’s help (17%), Store employees aren’t pushy (7%) - Discover New Products: Family/Friend Recommendation (35%), Online Reviews (30%),
Browsing In-Store (27%), TV/Streaming Commercial (8%) - Browsing: Read labels of many different products (75%),
Visual attraction of packaging (44%), Promotions/discounts/sales (38%) - Social Platforms: TikTok (90%), YouTube (45%), Facebook (18%)
- Need to see 5 pieces of content before purchasing
- Next Steps Before Purchase: Ask family/friend recommendation (18%),
Visit different websites to price compare (15%) - Product Attributes Values: Good Value for the Money (8.0), Product Reviews (7.9), Authentic Content (5.9), Family/Friend Rec (5.3), Efficacy (8.5)
- Spending: Cheerfully Cheap (36%)
- Purchase Monthly (37%)
- Don’t actively seek latest trends (33%)
- Why Stick With Products They Know:
Don’t want to waste money on a product that won’t work (64%)
Recommendations
- Independent shoppers who like to browse products and read labels - have Creators simulate this shopping journey
- Lean into video content on TikTok and YouTube
- Value authentic content and family/friend recommendations, so have Creator speak to audience as if recommending a product to a close friend
- Will be especially price conscious so highlight good values and deals
- Demonstrate product efficacy - how your product works / does what it says to convince the consumer it’s a sound investment
- Strongly review driven so position content as the Creator providing an authentic product review
Sephora
- Wear makeup every day (46%)
- Wear Full Face of makeup (31%
- Face: use Setting Spray & Powder (83%), Highlighter (81%), Face Powder (78%), Bronzer (74%)
- Lips: use Lip Liner (80%), Lipstick (76%), Lip Oil (70%), Lip Plumpers (51%)
- Eyes: use Eyeliner (79%), Eyebrow Gel (75%), Eye Primer & Base (45%)
- Nails: use Manicure & Pedicure Tools (59%), Nail Care (51%)
- Brushes & Tools: use Sponges & Applicators (91%), Brush Cleaner (73%),
Blotting Papers (30%) - Fave Brands: Charlotte Tilbury (49%), Rare Beauty (36%), NARS (30%),
HOURGLASS (22%), PATRICK TA (17%), Tower 28 Beauty (16%) - Shop Here BC: Test/Sample products easily (40%), Attractive display/layout (22%), Luxurious feel (12%), Knowledgeable employees (12%)
- Discover New Products: Social Media Content (85%), Brand Websites (22%),
Store Emails (16%), Browsing Online Retailer Website (12%) - Browsing: Ask Beauty Advisor (48%), Ask anyone who works in store (17%)
- Social Platforms: Pinterest (18%)
- Need to see 4 pieces of content before purchasing
- Next Steps Before Purchase: Visit brand website and read product description (43%), Visit brand website and view product photos (29%)
- Product Attributes Values: Attractive Packaging (5.0), Ingredients List (6.0),
Trusted Brand (7.1), Influencer/Celebrity Rec (4.7) - Spending: Bougie and Bold (21%)
- Purchase Weekly (19%)
- Love learning about latest trends (79%)
- Why Stick With Products They Know: Satisfied with current products (25%)
Recommendations
- Value attractive packaging and store displays. Have content highlight eye catching packaging and show Creators sampling your product in-store
- Like to feel luxurious when shopping so have content show Creator feeling pampered
- Especially love learning about the latest beauty trends, so tap into that where you can
- Ask beauty advisors and knowledgeable store employees so have Creators flex their beauty expertise
- Value trusted brands so highlight your brand heritage and history
Ulta
- Wear makeup 3-4 times a week (44%)
- Wear Full Face of makeup (41%)
- Face: use Setting Spray & Powder (84%), Face Powder (83%), Bronzer (76%), Contouring (70%), Color Correcting (39%)
- Lips: use Lip Liner (80%), Lipstick (74%), Lip Stain (54%)
- Eyes: use Eyeshadow and Palettes (86%), Eyeliner (80%), Eyebrow Pencils (79%),
Eye Primer & Base (49%), Lash Primer & Serums (49%) - Nails: Use Press On Nails (61%), Top & Base Coats (60%), Nail Art & Design (29%)
- Brushes & Tools: use Sponges & Applicators (90%), Brush Cleaner (73%)
- Fave Brands: NYX PROFESSIONAL MAKEUP (36%), NARS (31%), Morphe (21%),
Too Faced (21%), URBAN DECAY (21%) - Shop Here BC: Best loyalty program (47%), One-stop shop (34%), Relaxed feel (12%)
- Discover New Products: Social Media Content (89%), Store Emails (23%)
- Browsing: Promotions/Discounts/Sales (48%), Mobile text or store app (14%)
- Social Platforms: TikTok (92%)
- Need to see 4 pieces of content before purchasing
- Next Steps Before Purchase: Visit brand website and view product photos (26%),
Visit websites to learn about comparable products (14%) - Product Attributes Values: Ingredients List (6.2), Product Reviews (7.9),
Trusted Brand (7.1) - Spending: High/Low - I love it all! (72%)
- Purchase Once Every 2-3 Weeks (33%)
- Love learning about latest trends (71%)
- Why Stick With Products They Know: New product might irritate skin (33%)
Recommendations
- Shop here because it’s a relaxed feel - create content that is leisurely and has the Creator enjoying themselves
- Promotion driven so be sure to highlight a special deal the consumer can take advantage of
- Likely to be shopping for their entire beauty routine in a single shopping trip, so pitch multiple products to them or how your product can complement other products they’re purchasing
- Ingredients are especially important to these shoppers so highlight your product’s key ingredients
- Especially likely to discover new products through social media content, so be sure to produce lots of content, especially for TikTok
