After the mind-blowing tediousness of the 10-step Korean beauty regimen comes the great relief of hybrid beauty products: multifunctional cosmetics that combine skin care and makeup without compromising on either. “Consumers are looking for multifunctional products for many reasons, such as to simplify their routine, for cost savings, and for sustainability reasons,” says Jen Novakovich, a cosmetic scientist and host of The Eco Well beauty science […]
More than 6,000 US women reach the menopause milestone daily, with an average age of onset at 52, according to the Society for Women’s Health Research. Eight to 10 million women experience menopausal symptoms in any given year. Among the many recorded symptoms, “unfavorable changes in hair” was noted by 72% of women going through […]
In the past 6 months, females have experienced itchy scalp (45%), thinning hair/hair loss (41%), dry scalp (41%), flaking/dandruff (30% vs. 41% for men), oily scalp and buildup on scalp (both 24%), and general scalp irritation (13%). To combat or prevent these issues, 48% currently use a clarifying shampoo, 41% use dry shampoos/scalp refreshers, 35% […]
US female beauty buyers feel their facial skin is somewhat healthy (65%) to very healthy (23%), and 84% eagerly purchase skincare products to address specific troubled skin issues when they do arise, according to The Benchmarking Company’s August 2025 primary online study of 3,460 female and 239 male beauty and personal care buyers. This study […]
Ninety-six percent (96%) of US females say they regularly polish their nails either at a salon or at home, according to 4,000+ US beauty-buying females surveyed in The Benchmarking Company’s May 2025 online nail polish study. That percentage is consistent across age generations (with the exception of Baby Boomers with 91% saying the same), making […]
Trends in the USA: A spotlight on the world’s biggest fragrance market Kacey Culliney6 May 2025 The USA fragrance market – the biggest in the world – is growing and shifting as brands innovate beyond the perfume bottle to engage with consumers, says The Benchmarking Company. This year, the worldwide fragrance market was set to […]
At her recent presentation at in-cosmetics Global, “Fragrance Frenzy: Scents & Emotions Consumers Crave from Your Brand”, Jennifer Stansbury, co-founder and managing partner at The Benchmarking Company, presented the results of extensive research on how emotions and sensory experiences influence the consumer’s relationship with fragrances. With data from more than 4,000 U.S. consumers, her analysis […]
It’s often been said that every artist is a cannibal and every poet a thief. Given the vast number of new ingredients at a formulator’s disposal, and how quickly brands move to incorporate them into their next product, it’s easy to see how this sentiment can apply to beauty. Yet even now, in beauty’s hyper-focused […]
Multi-duty skincare and color cosmetics have become the norm. Two-thirds (67%) of the 3,900 US beauty-buying females surveyed in The Benchmarking Company’s January 2025 beauty habits study say they regularly buy beauty products that perform more than one function or solve multiple problems. Whether it’s skincare products that contain SPF, or makeup providing added anti-aging […]
Fragrance has always been an emotional catalyst that can drive sales, and now, savvy beauty brands are investing in R&D to delve into the scientific impact of different fragrances that affect mood, emotion, brain chemistry, and pleasure centers. The goal? A viral following of consumers who can’t get enough of their brand’s scents and the […]