PowerReviews, a leading provider of ratings and reviews and User-Generated Content solutions, recently released its latest data around consumer beauty shopping habits and preferences. The report, The PowerReviews Changing Face of the Beauty Shopper Study, draws on survey responses from more than 10,000 active beauty consumers across the country, surveyed in January 2021.

The survey found that nearly nine in 10 shoppers said they spend more or the same on beauty products online than prior to the pandemic, and two in five are more likely to be first-time beauty product buyers now than pre-COVID. Additionally, an overwhelming majority of U.S. beauty consumers said they are now spending more online than before the pandemic. They are also far more open to buying products they have not used before than pre-COVID.  Social and political concerns are also having significant influence, with 76 percent focusing on buying products that are sustainably made and 50 percent actively seeking out products made by Black-owned beauty brands. Additional key findings include:

    • 54 percent said they wear less makeup than before COVID; 56 percent said they focus more on skin care.
    • 49 percent said they now spend more than $50 online on beauty products; compared to 16 percent in 2019.
    • In-store beauty spending has also increased: 41 percent said they now spend more than $50 in-store, compared to 21 percent in 2019; in 2019, during any given month, just 3 percent of consumers spent more than $101 in a store on beauty products. In 2021, that number grew to 18 percent.
    • 55 percent said they use curbside pickup for beauty products more now than they did pre-pandemic.
    • Younger generations are taking advantage of curbside pickup even more. And, 60 percent of Millennials and 58 percent of Gen Z shoppers said they’ve ramped up their use of BOPIS services for beauty products.