Unmasking beauty trends
What do consumers prefer?


of US and 56% of UK respondents are comfortable buying beauty products online


of US and 28% of UK respondents prefer using beauty products of private label brands


of US and 28% of UK respondents usually buy beauty products from big-box retailers

The beauty industry witnessed a marginal drop in sales last year amid the pandemic, but is seeing an upward trajectory once again, with a return to normal and new players and private label brands entering this much-sought-after space. This report delves into consumer preferences and the latest trends that will define the beauty and cosmetic industry in times to come.

The beauty industry has seen a surprising but significant shift due to the pandemic. Long dominated by brick-and-mortar sales, the industry saw consumers flocking online to take care of their beauty and self-care needs while in quarantine, a trend that does not seem set to reverse anytime soon. The online rush has not only encouraged brands to deepen and diversify their online presence and product catalog, but also provided an opportunity for retail giants like Amazon, Walmart, and Sainsbury’s to expand their private label skincare lineup to cater to the growing demand. The competition has intensified even within formats, with mass merchandisers, beauty specialist retailers, direct-to-consumer brands, and even subscription services fighting for a slice of the beauty pie. As fashion and lifestyle take center stage once again, how will the beauty industry shape up? Piplsay polled 30,740 Americans and 9,400 Britons to get some insights. Here is a summary of what we found:

Other Insights

    • 68% of men in the US spent the most on fragrances this past year as compared to just 32% of women
    • Most US millennials (38%) and Gen Zers (36%) prefer private label beauty products, while most Gen Xers (37%) prefer established brands
    • 46% of men in the UK prefer buying beauty products from big-box retailers, while 41% of women prefer drug stores
    • 39% of Gen Xers in the UK prefer buying beauty products in-store as compared to 33% of Gen Zers and 28% of Millennials

Survey Methodology: This Piplsay survey was conducted nationwide in the US and the UK from October 3-5, 2021. We received 30,740 and 9,400 online responses respectively from individuals aged 18 years and older.

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