Women Are Wearing Even Less Makeup Now Than in June

In June, CivicScience examined how women were going about beauty and skincare routines during the course of the pandemic. As one of the strangest years comes to a close, we checked in on consumer preferences for brand and price.

As was the case in a previous report, mixing and matching beauty brands is still the name of the game, with 79% of women preferring to buy from a variety of brands to suit their needs.

Although the majority of U.S. women prefer to purchase a variety of brands, brand name in general continues to be a greater priority than price. 

COVID Impact on Beauty 

As the data show, in the last month, 68% of women report they are wearing less makeup, as a result of the pandemic. 

And the amount of makeup-wearing in general has continued to decline this year.

Regardless of whether women are wearing more or less makeup, they’re choosing to shop at big-box stores like Target or Walmart. 

And while women across age groups report wearing less makeup as a result of the pandemic, but those between 18 and 24 have scaled back the most.

Income may also play a role, as higher-income women are the most likely to be wearing the same amount of makeup (or more) than they were previously. 

Ultimately, while makeup wearing has seen a decline since the beginning of the pandemic, there are some aspects that still hold true: brand continues to be more important than price and makeup wearers are opting to purchase from big-box stores.