About 70% of adults surveyed said they had purchased cosmetics and/or related beauty products in the past 90 days.

Compared to a similar survey conducted by ThinkNow in 2020, there was a significant increase in the number of men and Gen Z (18-25) respondents purchasing these products.

Consumers' biggest sources of information about cosmetics and related beauty products are friends and social media.

When choosing what products to buy, consumers value brands that are cruelty-free, offer solutions for different skin tones and offer different price points. Celebrity endorsements are far less important.

Detailed results

Overall, 7/10 respondents said they had purchased cosmetics or related beauty products in the past 3 months.

Social media and friends play an important role when looking for information about cosmetics and related beauty products.

Online and in-store are the places where consumers are most likely to buy cosmetics and beauty products.

Consumers buy a wide variety of cosmetics and related beauty products, with mascara and lip gloss topping the list.

Whilst consumers perceive some cosmetics/beauty brands to be inclusive, more than half of users believe the cosmetics industry still adheres to heteronormative standards.

A slight majority of consumers say they wear make-up at least four times a week.