November 5, 2020 Published by

US females are still buying beauty, but where they’re buying has changed in 2020. Online buying is where it’s at (now more than ever), and she’s spending more time researching and learning about brands and ingredients before purchasing. In late September 2020, we surveyed more than 2,700 female consumers to understand where she’s buying now, what influences her buy, and what she’d like to see from beauty brands.

Researching and Learning (% Spending MORE Time Now vs. Pre-pandemic)

  • 32% are spending MORE time reading reviews/consumer claims for beauty products
  • 29% Visiting social pages of beauty/personal care brands
  • 26% Watching beauty tutorials online
  • 23% Researching beauty product ingredients for safety
  • 19% Watched beauty based shows/documentaries on streaming media
  • 18% Following beauty influencers 

Buying More Online (% Doing this MORE Now vs. Pre-pandemic)

  • 47% Buying more beauty and personal care products online
  • 44% Shopping at online retailers where I have not previously shopped
Where She Buys Beauty Online

Online retailers seeing increases in online spending

Before March 2020


Now 56% 70%
Online at a beauty brand’s store 20% 34%

She Wants a Personal Online Experience

  • 89% Free delivery of products
  • 45% Regimen kits for specific needs
  • 45% Self-curated beauty boxes
  • 36% DIY custom look kits
  • 32% Subscription refills for basic personal care product needs
  • 21% Daily online content of beauty subjects of interest
  • 16% Online chat with brand rep