This is just a tiny glimpse of the data available to CivicScience clients. Discover more data.

What does the U.S. beauty buyer look like in 2025? CivicScience data show that they’re prioritizing skincare, cutting back, wearing makeup less, and much more – check out these quick insights below for more on the beauty buyers of today: 

1. The percentage of Americans following beauty trends is down 21% from this time last year: Ongoing data show that 39% of U.S. adults reported following beauty trends at least ‘somewhat closely’ in January 2024. Now, that figure stands at 31% after reaching levels as low as 27% over the last year. 

2. Daily/weekly makeup-wearing is down: Over the last six months, the percentage of women (38%), men (7%), and LGBTQ+ adults (25%) who wear makeup daily/weekly has decreased by as much as four percentage points.

3. Speaking of makeup-wearing, skincare continues to have a leg-up on makeup: As of January 2025, Americans are 25 percentage points more likely to say they’re at least somewhat passionate about skincare (72%) compared to makeup (47%) – a common trend during the pandemic.


Answer our Poll: What is your favorite beauty product?


4. Gen Z adults lead in luxury beauty-buying: Gen Z adults aged 18-24 are more likely to buy beauty products from luxury brands in each category studied below, particularly facial/body skincare (+17 points), hair care (+9 points), and fragrance (+8 points) products.

5. Walmart and Amazon are increasingly popular for buying beauty/grooming products: When it comes to shopping for beauty/grooming products online or in-stores, Walmart (57%) and Amazon (53%) are most popular, followed by Target (39%), department stores (24%), and specialty stores Ulta (24%) and Sephora (20%).

6. Americans are slightly more likely to cut back on beauty/personal care products compared to last year: Due to inflation and higher prices, 29% of U.S. adults reported cutting back on beauty / personal care items in 2024, up from 27% in 2023.

7. Brand vs. price? Price is becoming increasingly important to health and/or beauty buyers: Since 2021, ‘brand’ has had a lead on ‘price’ when it comes to what’s most important to shoppers, but by the end of 2024, consumers became nearly equally as likely to emphasize one or the other in importance.


Weigh In: Do you consider beauty products a necessity or a luxury?


As beauty buyers evolve, brands must be ready to adapt. From a growing emphasis on skincare to the rising importance of affordability, staying attuned to consumer priorities is essential. By catering to Gen Z’s luxury tastes, meeting the demand for value, and adjusting to new shopping habits, brands can build lasting relationships with beauty buyers in 2025 and beyond.