This is just a tiny glimpse of the data available to CivicScience clients. Discover more data.
Economic uncertainty impacts consumers in many ways. From grocery store trips to vacations and everything in between, how Americans are shifting their spending speaks volumes about consumer priorities during economically uncertain times. And despite a resiliency in years past, the beauty world is not immune to these changes, as shoppers identify how to best adapt their relationship to salon services.
As fresh CivicScience data show, the largest percentage of typical salon users (40%) still go to the salon, but are going less often in favor of doing more at home. Meanwhile, 24% of respondents who would normally go to salons have opted out of going entirely, in favor of a full DIY approach. Age does play a role in the severity of these decisions, as Gen Z is the most likely to have reduced salon visits, while Millennials and Gen Xers are the most likely to have opted out entirely.

Use this Data: CivicScience clients have access to real-time data like this, allowing them to anticipate shifting consumer behaviors among specific segments that could impact customer acquisition and retention.
Tariff Concern Plays a Key Role in Shift Away From Salons
Additional CivicScience data reveal that tariff concerns are playing a significant role in driving the salon exodus. Among typical salon-goers who have fully embraced a DIY approach, 89% report being at least ‘somewhat’ concerned about the potential impact of tariffs. Likewise, 87% of those who have simply reduced their salon visits share similar apprehensions, underscoring how economic ripple effects extend well beyond the checkout line and into the everyday routines of American consumers.
Don’t miss out on more key insights about how uncertainty is shaping consumer behavior and how brands can adjust to stay ahead. Unlock your exclusive non-public clip of CivicScience’s recent webinar, Uncertainty to Action: How Consumers are Adapting as Tariff Realities Sink In, and learn how CivicScience can help your brand remain agile in the face of a tenuous, ever-shifting economic climate. Access your clip here.
Consumers are Making Products Last
With so many Americans choosing to DIY their beauty treatments, it’s worth understanding exactly what they’re choosing to do themselves, versus what they’re leaving to the professionals.
While store-brand basics are the most common beauty items consumers have purchased in the past three months, a substantial 52% say they haven’t purchased any beauty products at all in that timeframe. This suggests that consumers are either cutting back or heavily reducing product usage in an effort to make them last longer.
As the data show, at-home hair coloring/glossing is the most popular DIY beauty trend, with 48% of respondents having tried this within the last six months. Other popular at-home treatments include press-on nails instead of manicures, self-tanning products, and DIY lash extensions.
Given that beauty treatments are often cyclical–there’s a set amount of time a certain treatment will last before needing to be redone or updated–it may come as no surprise that at-home beauty kit subscriptions are filling some consumers’ needs. Twenty-four percent of respondents say they are either ‘very’ or ‘somewhat’ likely to subscribe to an at-home beauty kit subscription in the next six months.

Take Our Poll: How many times a week do you go to the Beauty Salon?
Cost and Convenience are Guiding the Trend
It’s no mystery why consumers are changing their shopping habits. Half of the respondents who utilize DIY beauty alternatives say that cost savings due to economic concerns are key in guiding their decisions. Convenience is also a reason many are choosing to go the DIY route, as is the preference for a lower-maintenance beauty routine. This last point is worth noting, as the preference for a low-maintenance look could impact how beauty brands appeal to consumers in these uncertain times.

Where to Reach DIY Beauty Users: YouTube University Meets DIY Beauty Trends
With the popularity of DIY beauty treatments comes the need to understand how exactly to perform them. Currently, YouTube (41%) is the top platform for learning DIY beauty techniques among those who DIY alternatives, outpacing TikTok by 15 percentage points and Instagram by 28 points. In this case, the long-form social media platform clearly has a strong edge on the competition.
Let us Know: Do you typically consult social media before buying a new beauty product?
Although DIY beauty treatments are far from new, the push towards at-home beauty routines indicates consumer discomfort during a time of heightened economic uncertainty. While the beauty industry has previously held firm in the face of inflation in years past, tariff-driven uncertainties are providing serious headwinds. For beauty brands looking to capture and retain customers during this time, attention to cost and marketing that meets consumers’ desire to learn how to use a product themselves instead of relying on a salon service provider will be essential.