April 14, 2024


Define Beauty Yourself

Just The Figures: US Splendor and Grooming 2022

Attest, the purchaser investigate platform for the world’s major and fastest-increasing brand names, not too long ago launched their US Magnificence & Grooming Report 2022. The info identified arrived from a study done of 2,000 US shoppers and questioned their attitudes and behaviors with regards to attractiveness and grooming regimes. The report unveiled that Americans now choose for minimal-routine maintenance splendor and grooming regimes article-pandemic. 

Jeremy King, CEO and founder of Attest, commented: “The Attest investigation highlights how the majority of Us citizens are having a ‘less is more’ tactic to their daily magnificence and grooming regimes. Most customers simply just really don’t want to just take way too substantially time on managing their visual appearance, or devote that considerably dollars on it both. Conversely however, Individuals are also more and more all set to just take issues into their personal arms when it arrives to their visual appeal, with 85% of folks now carrying out some variety of Diy procedure at dwelling.” 

In this article are the crucial results of Attest’s investigate:


  • 45% of Americans commit no a lot more than 15 minutes a working day on splendor and grooming.
  • 31% say they commit 30 minutes a day on beauty and grooming.


  • The normal American spends $26-50 for each month on elegance/grooming solutions.
  • Just about a quarter (24%) of thrifty spenders only allocated $10-25 for every month for these kinds of products and solutions.
  • HIBAGs (Really Invested in Elegance and Grooming), representing all-around 12% of the in general sample, are 55% male and 45% woman, and shell out at minimum $100 per month on beauty and grooming products and solutions.

Browsing Preferences:

  • Roughly 10% of shoppers shop in a low cost shop for all their item requirements, with women of all ages (63%) remaining a lot more most likely to make a invest in here than men (37%).
  • According to buyers, products samples are the quantity-one particular way to get them to purchase a new elegance/grooming product. Sampling ranks even larger than getting a suggestion from a close friend (rated second) or special offers and promotions (ranked 3rd).

Cleanse and Inexperienced:

  • The community is considerably much more possible to be seeking out for brands advertising and marketing clean up attractiveness rather than sustainable magnificence. Additional than half of Americans (52%) say they get a brand’s use of pure or cleanse ingredients into thought when building purchasing conclusions.
  • By distinction, only 26% acquire a brand’s environmental credentials into account.
  • 47% are attracted to products employing the time period thoroughly clean.
  • 34% appear at a brand’s stance on animal welfare, while 27% want to see the term cruelty free.
  • 26% just take a brand’s eco credentials into thing to consider, although 27% locate the expression environmentally welcoming beautiful.

Males and Make-up:

  • 61% of male shoppers say they under no circumstances obtain makeup, meaning 39% do and are getting it consistently, with just about a quarter of them browsing for makeup at the very least as soon as a month.
  • While 39% of Gen Z males aged 18-25 store for make-up (and 21% with large regularity), it is essentially millennial gentlemen who buy cosmetics most commonly. 
  • 35% of guys aged 26-40 say they shop for make-up at the very least as soon as a month, and almost 50 percent of all millennial adult males get it at least at times.
  • Gen X gentlemen are comparable to Gen Z in their likelihood to store for make-up (36% purchase it and 21% do so on a regular basis).
  • The oldest demographic are far fewer probable to acquire cosmetics 78% of Boomers (aged 56-66) under no circumstances invest in cosmetics.

Do it yourself Attractiveness:

  • 85% of people today carry out splendor and grooming therapies at household.
  • The most well-known Do-it-yourself treatment is a experience mask or facial, carried out by 39% of persons.
  • A third of Us citizens are slicing (33%) and coloring (32%) their hair at house. Almost half of adult males (45%) now say they minimize their hair at property, vs . a single in 5 (21%) of women of all ages.
  • Other common Do-it-yourself natural beauty treatment routines include things like manicures or pedicures (31%), and shaping eyebrows (25%).
  • The greater part of males use no more than 3 items, although females use in between 4-6.       Only 8.5% of People in america use 10 or much more goods daily.


  • Much more than 50 percent of Us citizens (54%) say they interact with or stick to splendor/grooming makes on social media. The facts finds that Instagram is the system of alternative for Gen Z (aged 18-25), but for everyone else, it is Facebook.
  • Irrespective of quite a few brands investing heavily in significant-profile natural beauty collaborations with influencers, this data finds that Americans imagine that viewing/hearing an influencer speak about a solution is the least persuasive way to get them to check out it.

“Going versus the ecommerce grain, procuring for attractiveness and grooming goods nevertheless stays really a lot an in-store experience for People in america,” King concludes. “The facts also reveals that the public needs targeted messaging on the ‘clean,’ normal elements of solutions, but also needs to be equipped to sample the goods prior to committing to a obtain. This, along with consumers’ concentrate on a far more stripped-again treatment regime, has implications for brands in the hyper-competitive elegance and grooming business.”