1. Daily makeup wearing is on the decline.

Over a third of Americans report using makeup daily, a 10 percentage point decrease since 2020. Those wearing makeup only monthly doubled in the same period to eight percent, likely due to fewer special occasions to dress up for throughout the pandemic. 

2. Influencers are a driving force among Gen Z shoppers.

When taking a closer look at where consumers are shopping for makeup, we find clear trends among each generation. While older generations primarily shop at superstores and drugstores, Gen Z and Millennial shoppers are more likely to shop at cosmetics stores like Sephora and ULTA. Gen Z in particular is the most likely to put their dollars behind products they find on social media, through influencers or ads. Over one in ten Gen Z makeup shoppers are making most of their purchases from social media influencers or ads, a trend that is likely to grow as young shoppers gain more buying power.

3. The spotlight has shifted toward skincare

Skincare is considered very important by roughly a third of the Gen Pop, and at least somewhat important to over 80% of U.S. adults which is nearly double the overall interest level in makeup. This is likely a result of growing interest in wellness trends and emphasis on health throughout the pandemic. Are wellness trends here to stay? CivicScience will continue to monitor trends as Americans slowly return to their pre-pandemic lifestyle.

Download CivicScience’s Beauty Industry Insight Report to preview a deeper dive into beauty industry trends, the current state of beauty consumers, and how the pandemic has impacted the market.