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% ...

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 ...

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 generati ...

Trends in the USA: A spotlight on the world’s biggest fragrance market Kacey Culliney 6 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 ...

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 ...

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. ...

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 mu ...

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 o ...

#13 – Wellness & Neuro-driven Beauty Jennifer Stansbury, co-founder of The Benchmarking Company says, “Our prediction is that neuroscience will be front and center in the development of new products and product lines through 2025. Many brands are actively engaging scient ...

The Benchmarking Company’s latest deep dive into beauty data focuses on the younger set of consumers—teens and tweens, to be exact! CLICK HERE TO READ THE REST OF THE ARTICLE ...

Beauty buying skews younger with each new generation, thanks to easier and faster access to products along with the steamrolling influence of social media. With the rise of Gen Alpha and Sephora kids, proliferating messages of aging prevention and children’s urge to start us ...

In recent years, the skincare industry has exploded with products targeting teenagers. From influencers promoting 10-step routines on social media to a surge in new skincare brands aimed at younger demographics. But what’s driving this phenomenon, and how does it affect the ...