The beauty industry is constantly evolving, and 2023 is no exception. From barely visible eyebrows to bold lips and damp skin, the trends of the year are sure to make a statement. In addition, 45% of respondents say they are more likely to buy from a company that offers a virtual reality or AI experience that allows them to test a product online. The hair care company Prose invites its customers to answer a 25-question questionnaire and then analyzes more than 80 factors to create personalized formulas for shampoo, conditioner and other hair care products.
The volume of searches for “Prose Hair Care” has increased by 200% over the past five years. Consumers take a sample of their facial skin and return it to the company. The sample is tested and analyzed to detect the top 10 bacteria and fungi commonly found on the skin. Personalized recommendations are provided once results are available.
Algenist data shows that the ingredient improves overall skin health by 51% and reduces the appearance of fine lines and wrinkles by 35% in 12 weeks. According to the Environmental Working Group, the average person applies nine personal care products to their body daily. A quarter of women apply 15 or more products each day. In just nine products, there are an average of 126 unique ingredients. Consumers between 18 and 44 years old are the most likely to make a purchase on social media, and beauty products are one of the main things they buy, second only to clothing. TikTok is currently the main beauty platform.
The average participation rate of beauty influencers on the platform is a whopping 7.52%. Instagram is in second place with an engagement rate of 1.87%. The volume of searches for “Truly Beauty” has increased by more than 3,500% over the past five years. Truly Beauty's TikTok videos get more than 10 million views.
There are more than 1200 beauty influencers on the platform. In one example, Soft Services gifted a beauty influencer with skincare products. He loved the products, created an ad-free publication about them, and Soft Services saw sales of their products triple above estimates. The hashtag “mensskincare” currently has nearly 974 million views on TikTok. The volume of searches for “men's skin care routine” has increased by 325 percent over the past five years.
Men between 18 and 65 years old use these products and 17% would be willing to try them in the future. Search volume for “Manscaped” has increased by 2,200% over the past five years. While 43% of beauty product consumers say they like to see different types of beauty products in advertisements, data shows that nearly one in five consumers feel excluded from ads for beauty products. That figure represents 25% of Generation Z. The Mintel survey showed that 25% of Gen Z consumers feel that they are not represented in beauty ads.
McKinsey reports that black brands represent just 2.5% of the industry's revenue, but black consumers account for more than 11% of beauty spending. Their data also shows that black consumers are 3 times more likely to be upset with their beauty product options such as skin care, hair care and makeup. Surveys show an 18.6% increase in interest in vitamin C and an 11.9% increase in interest in vitamin C among black consumers, compared to the interest of American consumers overall. The volume of searches for “Ami Cole” has increased by 450% over the past five years.
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