15 Insightful Makeup Usage Statistics (2024)

The beauty industry is competitive, innovative, and reaps billions in revenue every year. Though trends change what’s popular and what isn’t, consumers are always on the lookout for new products and techniques to make themselves feel more confident and beautiful.

Let’s look at some of the most interesting and revealing makeup statistics you need to know.

Top Makeup Usage Statistics

1. One in five women changed their daily skincare routine due to the COVID-19 pandemic. (Source)

The pandemic resulted in many people spending more time at home and having a greater focus on their health and self-care. After the pandemic, this study found 22% of women changed their skincare routine and reported using more facial skincare products. Additionally, many wore masks when outside, which would affect how makeup was applied.

Compared to their pre-pandemic routines, today most women are moisturizing and cleansing their skin more. One in three women are including more products in their skincare routine and the majority of those are intending to continue in their skincare routine after the pandemic.

On average, the surveyed women used five products every day and intend to continue their baseline facial skincare routine, which includes basic care along with targeted treatments.

2. A whopping 99% of consumers buying beauty products online read reviews before purchasing. (Source)

With the rise of social media and the internet, the beauty industry has been undoubtedly affected and has transformed. The beauty industry is booming and has seen a rise in sales. The beauty industry is also seeing a rise in the number of consumers purchasing products online.

Consumers are able to read reviews from people who have used beauty products found online before purchase and are able to make educated decisions about what products to buy.

The most popular reasons for reading reviews are to learn about the product, learn about the brand, and see if the product is worth the price. Consumers are also looking for product recommendations and are often looking for reviews from social media influencers and YouTubers who have purchased the same product.

3. In 2020, 106.88 million women were estimated to use foundation/concealer makeup. (Source)

Foundation is a thin, powdery, colorless or colored base applied over your face to give your skin a smooth and even look. It’s so popular because it’s a versatile product that is essential to a variety of looks.

In 2020, it was estimated that there were 168.3 million women in the United States, so that’s over 60% of American women using foundation/concealer.

With beauty brands catering to a wider range of skin tones and skin types, everyone can find a product that suits their style. Also, many brands are focusing on healing skin instead of just covering up blemishes. This makes this product even more versatile.

4. In a 2016 study, both men and women rated faces with cosmetics higher in attractiveness. (Source)

Women wearing cosmetics have been associated with more prestigious jobs and greater earning potential.

A 2016 study used computer software to alter photos of female faces by applying a standardized amount of makeup. Study participants were asked to rate faces with and without makeup for various qualities.

The faces wearing cosmetics were rated by survey participants of both genders as higher in attractiveness. However, men rated faces with makeup higher in prestige while women rated them higher in dominance.

In a follow-up study, it was found that women tended to see women with cosmetics as more attractive to men and experienced more jealousy. As a result, it seems cosmetics can alter the perception of others.

Though these views may change if natural looks begin to trend in beauty spheres, since what’s popular tends to affect how people perceive a certain style. Rocking your style of choice will undoubtedly boost your confidence and others will see that!

5. In another study, women who spend more time on beauty for work make more money than women who don’t wear makeup or put effort into their style at work. (Source)

The way we look and present ourselves at work can have a huge impact on our careers. It’s true that a little bit of makeup and effort can go a long way, and women who spend more time on their appearance at work are more likely to earn more money than women who don’t.

In this 2016 study, researchers determined that individuals rated as attractive were earning 20% more than individuals rated at average attractiveness. This gap is reduced when grooming was accounted for, meaning that beauty can be cultivated with self-care.

Since looking and feeling beautiful is something that can be cultivated, and it’s important to have a holistic view of health when striving for that trending look.

While focusing on superficial appearance solely for the sake of other people's opinions might not be the healthiest way to perceive ourselves, there are rewards in putting effort into caring for yourself.

6. According to 2017 market research by Groupon, women spend an average of $3,756 a year on their appearance, while men spend an average of $2,928 a year. (Source)

The average spend translates to around $313 per month for women and $244 per month for men.

These numbers include money spent on products as well as money spent on fitness such as memberships, supplements, classes, and apps. On average, men spend more on fitness while women spend more on beauty products.

More than 25% of the monthly spending for women was on the face alone, totaling $91. It’s no wonder, since our faces are often the first thing that others notice.

Of survey participants, 30% of women were concerned about their appearance while 21% of men reported the same. The number-one concern for these individuals was weight.

7. According to a survey by CivicScience, in 2019, only 39% of women said they wear makeup daily, which is less than 52% from the same survey conducted in 2015. (Source)

The percentage of people wearing makeup is trending downward. However, the beauty industry is booming. It is likely that instead of wearing makeup, consumers are opting for other products in their skincare routines.

The greatest disparity in the survey between 2019 and 2015 was found in Gen Z women. In 2015, 50% percent of women aged 18-24 were wearing makeup daily, but that reduced to 30% in the same survey in 2019.

Although this reduction may be true for Gen Z, it’s not true for millennials aged 25-34, with a slight increase in reporting daily makeup use from 32% to 35%.

8. L’Oreal was the lead global beauty manufacturer in 2021 with revenue totalling $35.6 billion. (Source)

L'Oreal is headquartered in Paris. It's a leading global beauty brand and was founded in 1909. The company started with hair color products but has since expanded to include over 500 brands across many sectors of beauty.

They have thousands of products in hair color, styling, and body and skincare.

Following L’Oreal, Unilever had $24.2 billion in revenue while The Estée Lauder Companies was third with $16.2 billion in revenue. While the beauty industry has many large players there are many niches available for smaller companies to excel.

9. The worldwide revenue of the cosmetics market in 2020 was estimated at $136.4 billion, and it’s expected to increase to $187.68 billion by 2026. (Source)

As something that comprises much of our appearance, our skin is important to consumers. The skin is the largest organ of the human body, and men and women alike want to nourish and care for it.

The skincare industry is a multi-billion dollar industry, and it’s expected to continue to grow. By 2026 the worldwide revenue of the skincare market is expected to increase to $187.68 from an estimated $136.4 billion in 2020.

10. The market value for natural and organic beauty is expected to increase worldwide, with $34.5 billion in revenue in 2018. It’s expected to increase to $54.5 billion in the year 2027. (Source)

Organic and natural products are taking the beauty industry by storm and the market for organic and natural skincare products is growing rapidly. The appeal of natural and organic products is that they may be less harsh than their synthetic counterparts.

These products are touted as safe and effective, and great for sensitive skin. Since the skin absorbs chemicals from cosmetics applied directly to it, health-conscious consumers look for naturally sourced ingredients that are free from harmful toxins.

The beauty industry is also moving away from traditional ingredients like petroleum-based ingredients and synthetic ingredients. This is why many companies are looking to natural and organic ingredients as a way to create products that are better for your skin and the environment.

11. In a 2019 survey by Marketing Tech News conducted through Global Web Index (GWI), 67% of respondents believed that packaging should be more environmentally friendly, and 56% would pay more for natural/organic ingredients. (Source)

Consumers are conscious of the impact their purchases have on the environment, and they’re willing to pay more for products that are more sustainable.

The industry is aware of the environmental impact of its products and has made efforts to be more sustainable, and the packaging of beauty products is no exception.

The packaging of beauty products is often made of plastic, which is a major contributor to waste. Eco-friendly products are those that have minimal or no negative impact on the environment. Some packaging may even be biodegradable or made from recycled materials.

12. Men’s grooming products are witnessing steady growth and are expected to nearly double in 2031 from just $55.5 billion in 2021. (Source)

Men are spending more money on grooming products and their market share is expected to double by 2021. For many men, grooming is a daily ritual that starts with a shower and ends with a shave.

The rise of the male grooming market is changing the way we think about men’s appearance. Beauty isn’t just for women anymore, it’s for men too!

13. In a survey by First Insight in 2019, 25% of American survey respondents are subscribed to subscription beauty boxes while 32% intend to sign up in the next six months. (Source)

The subscription model is a great way to try out new products and techniques. Many subscription boxes include products, samples, and tips to help you achieve your beauty goals.

Some popular beauty subscription box services are BirchBox, Ipsy Glam, and Dollar Shave Club. Often you can sign up and pause your subscription as needed, making this business model a low-effort alternative for those looking to try new things or replenish their makeup vanities regularly.

14. The most followed beauty brand on Instagram as of March 2022 was Kylie Cosmetics with 25.37 million followers. (Source)

Instagram is a source of beauty inspiration, and the most popular beauty brand on the platform is Kylie Cosmetics. This makeup brand has gained a lot of popularity in recent years and is known for its makeup tutorials and lip kits.

The brand is owned by Kylie Jenner, and it has over 25 million followers. She’s related to the Kardashians and has gained popularity as a businesswoman and through appearances on TV. Her mother, Kris Jenner, helped her found this company partnered with Seed Beauty.

Anastasia Beverly Hills was second in terms of followers with 20 million on Instagram alone in March 2022. This company is best known for its eyebrow products and was founded by Anastasia Soare in 1997 in Beverly Hills, California.

15. In 2021, 8.56% of Instagram influencers were in the beauty category. This was second to lifestyle at 13.8%. (Source)

Beauty is a popular category for Instagram influencers, and the cosmetic products they use are often the first thing people notice. Instagram is a great platform for influencers to share their tips and tricks for achieving a flawless look.

The makeup category on Instagram is growing, and it’s expected to continue to grow.

Conclusion

Staying on top of recent trends and statistics will tell you a lot about the current beauty market. Makeup trends come and go, but some styles stick around.

This year and in the future, it’s expected that more consumers are becoming reliant on online shopping and reviews. Men and women alike are following influencers on social media to get inspiration for their own beauty routines.

Self-care is in, and people are trying to find ways to nourish their skin and make environmentally conscious choices.