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Black Consumers and Beauty Products - US - July 2016

"The growing Black population, which includes a large share of iGeneration and Millennials, and interest in natural products are key positive drivers. Nurturing highly engaged consumer segments will also be important for market growth."

- Fiona O’Donnell, Director – Multicultural, Lifestyles, Travel and Leisure

This report looks at the following areas:

  • Black women rate their skills using beauty products lower, less likely to experiment
  • Replacement is the main reason for beauty product purchase
  • Mainstream brands have clout, but struggle to build share

This Report covers a broad range of products within the beauty market. For the purposes of this Report, Mintel has defined the beauty market as follows:

  • Color cosmetics – Eye, face, and lip cosmetics
  • Nail color and care products – Nail polish and accessories, nail accessories and implements, nail treatments, artificial nails and accessories, nail polish removers
  • Fragrances
  • Facial skincare products – Anti-aging products, cleansers, moisturizers, acne treatments, fade/bleach, lip balm.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Strong growth from 2011-16, modest increase forecast through 2021
          • Figure 1: Expenditures and fan chart forecast of Black consumers on beauty products, at current prices, 2011-21
        • Black women under index for use of many products
          • Figure 2: Any and regular use of beauty products, Black women and indexed to all women, April 2016
        • The issues
          • Black women rate their skills using beauty products lower, less likely to experiment
            • Figure 3: Skill level, experimentation, and brand type, by Black women vs all, April 2016
          • Replacement is the main reason for beauty product purchase
            • Figure 4: Black women’s top three reasons for purchasing beauty products, April 2016
          • Mainstream brands have clout, but struggle to build share
            • The opportunities
              • Key consumer segments – Trendy Naturalistas, Glam Artists – are highly engaged
                • Figure 5: Black women’s regular use of select beauty products, by beauty attitude segments, April 2016
              • Beauty Enthusiasts use more products, show engagement by range of measures
                • Figure 6: Black women’s regular use of beauty products, by beauty engagement segments, April 2016
              • Natural product lines, products designed for Blacks, and more authentic advertising
                • Figure 7: Black women’s purchase influencers for beauty products, by beauty attitudes segments, April 2016
              • What it means
              • The Market – What You Need to Know

                • $2 billion market projected to show modest, steady growth through 2021
                  • Natural product lines and “beauty from within” trends help drive growth
                    • Broader beauty segment trends shape, reflect Black engagement
                      • Blacks are a young, growing population with significant buying clout
                        • Single moms often helm Black households with children, invest in beauty
                        • Market Size and Forecast

                          • Growth from 2011-16 has been positive, if somewhat uneven
                            • Market projected to reach over $2.3 billion by 2021
                              • Figure 8: Expenditures and fan chart forecast of Black consumers on beauty products, at current prices, 2011-21
                              • Figure 9: Expenditures and forecast of Black consumers on beauty products, at current prices, 2011-21
                          • Market Perspective

                            • Widespread demand for and increased availability of natural care options
                              • “Beauty from Within” trends and food-based ingredients also shape beauty market
                              • Market Breakdown

                                • Wider beauty market is growing, topping $23 billion in 2015
                                  • In more narrowly defined market, cosmetics is fastest growing segment
                                    • Figure 10: Share of beauty market sales, by category, 2016 (est)
                                  • Fashion trends and experimentation propel the largest segment: color cosmetics
                                    • Facial skincare benefits from anti-aging claims, but sees competition from cosmetics
                                      • Saturated marketplace and competition in fragrance leads to flat growth
                                        • Nail color, currently off-trend, sees growth lag relative to the beauty market as a whole
                                          • Haircare products widely used, may benefit from specific Black needs
                                            • In fragmented retail landscape, drug stores, online retailers grow share
                                            • Market Factors

                                              • Blacks make up a fast-growing, relatively young demographic
                                                • Black population growing at a faster rate than Whites
                                                  • Figure 11: Population by race and Hispanic origin, 2011-21
                                                • iGeneration and Millennials represent nearly half of Black population
                                                  • Figure 12: Population of generations, by race/Hispanic origin, 2016
                                                • Improving economy and the buying power of Black households
                                                  • Buying power: Blacks buying power at more than $1 trillion
                                                    • Figure 13: Buying power trends among Black consumers, 1990-2019 (projections)
                                                  • Blacks still have lower average household incomes, were hard hit by recession
                                                    • Figure 14: Median household income for households headed by Blacks, in inflation-adjusted dollars, 2004-14
                                                  • Recent economic indicators are positive
                                                    • Figure 15: Black women’s regular use of beauty products, by household income, April 2016
                                                  • Regional considerations: Black population is concentrated in the South
                                                    • Figure 16: Black geographic concentration, by region, 2010
                                                  • Black moms use more beauty products, often head of households
                                                    • Blacks more likely than Whites to have children, who are often living with single moms
                                                      • Black moms use more beauty products regularly
                                                        • Figure 17: Black women’s regular use of beauty products, by parent status, April 2016
                                                      • Black households nearly four times more likely than White ones to be headed by women
                                                        • Figure 18: Household living situation, by race/Hispanic origin, 2014
                                                    • Key Players – What You Need to Know

                                                      • Successful players serve natural beauty trends, tout African heritage
                                                        • Black cosmetic lines reach users with range of colors, online tools
                                                          • Mainstream brands reach out to Blacks, but could do more
                                                            • Black-owned niche suppliers and small-batch brands gain traction
                                                              • Inclusive approach to race in marketing and “mixed race” products
                                                              • What’s Working?

                                                                • Natural looks, nourishing products, organic ingredients
                                                                  • Figure 19: Sephora, Milk Makeup Tutorial: Castings Look Featuring Saada | Sephora, February 2016
                                                                • Nourishing products and care for natural locks in haircare offerings
                                                                  • Products, brands, natural ingredients related to African heritage
                                                                    • African Pride makes “Legacy” a central theme of marketing
                                                                      • Figure 20: African Pride “Legacy” commercial, May 2015
                                                                    • Sundial builds success with SheaMoisture, rolls out new prestige line at Sephora
                                                                      • Black cosmetic brands engage with online guides, social media, apps
                                                                        • Black Opal offers affordable range, free samples, and social media engagement
                                                                          • IMAN offers “beauty made easy” mobile app and online “build your base” guide
                                                                            • black|Up offers luxury brand for Black consumers, sold through Sephora
                                                                              • Products, marketing, and spokespeople for ethnically diverse users
                                                                                • Figure 21: Revlon, #CHOOSE LOVE campaign, February 2016
                                                                                • Figure 22: MAC “Future forward” print ad, 2016
                                                                            • What’s Struggling?

                                                                              • Mainstream brands still dominate beauty market, but struggle to grow
                                                                                • Fashion Fair’s challenges as it seeks to modernize and broaden appeal
                                                                                  • In haircare, traditional relaxers and straighteners struggle
                                                                                  • What’s Next?

                                                                                    • Niche suppliers, small-batch brands and Black female-owned businesses
                                                                                      • Miss Jessie’s, Naturalicious, and Oylin in natural haircare market
                                                                                        • KA’OIR and Magnolia Makeup feature bold, super bright colors and glitters
                                                                                          • Pooka and Kimo Bentley among small batch, handcrafted natural skin care lines
                                                                                            • Ginger + Liz offer vegan, toxin-free nail care options
                                                                                              • Curlbox and Cocotique offer sample subscriptions services
                                                                                                • Inclusive approach to race and “mixed race” products
                                                                                                  • SheaMoisture’s “barrier breaking” brings its products into general beauty aisle
                                                                                                    • Figure 23: SheaMoisture: Break the Walls #BREAKTHEWALLS, April 2016
                                                                                                  • “Mixed Chicks” exemplifies brand affirming and targeting “mixed race” demographic
                                                                                                    • Figure 24: Mixed Chicks In the Mix Quick Sticks, May 2015
                                                                                                • The Consumer – What You Need to Know

                                                                                                  • Black beauty consumers segmented by engagement and by attitudes
                                                                                                    • On a whole, Blacks under index for usage; though some highly engaged
                                                                                                      • Replacement is key, but interest in “new” and self-pampering also high
                                                                                                        • Most Blacks show limited allegiance to specific stores or brands
                                                                                                          • Price and brand are top influencers, but secondary factors differentiate
                                                                                                            • Trendy Naturalistas, Beauty Enthusiasts sensitive to cultural authenticity
                                                                                                            • Black Women Beauty Consumer Segmentation

                                                                                                                • Based on beauty category engagement: Enthusiasts, Occasional, Basic
                                                                                                                    • Figure 25: Black beauty engagement segments, April 2016
                                                                                                                  • Beauty Enthusiasts are the most avid, engaged consumers
                                                                                                                    • Occasional Beauty consumers are somewhat engaged
                                                                                                                      • Basic Beauty consumers are the least invested in the category, largest segment
                                                                                                                        • Based on attitudes: Trendy Naturalista, Glam Artist, Mother Naturale, Functionista
                                                                                                                            • Figure 26: Overview of the four Black female beauty attitudes segments, April 2016
                                                                                                                          • Trendy Naturalista – Young, engaged, culturally connected
                                                                                                                            • Glam Artists – Stylish, more affluent, range of ages
                                                                                                                              • Mother Naturales – Older, more mature, poised, natural beauty
                                                                                                                                • Functionistas – Older, suburban, pragmatic, low-maintenance
                                                                                                                                    • Figure 27: Beauty segments (attitudes) vs beauty segments (engagement), April 2016
                                                                                                                                • Black Women’s Use of Beauty Products

                                                                                                                                    • Black women over index for use of fragrance and nail color
                                                                                                                                      • Figure 28: Any and regular use of beauty products, Black women and indexed to all women, April 2016
                                                                                                                                    • Trendy Naturalistas and Glam Artists show higher usage overall
                                                                                                                                      • Figure 29: Black women’s regular use of beauty products, by beauty attitude segments, April 2016
                                                                                                                                    • Beauty Enthusiasts over index for the range of products
                                                                                                                                      • Figure 30: Black women’s regular use of beauty products, by beauty engagement segments, April 2016
                                                                                                                                  • Time Spent, Skills, Experimentation, Brand Choice

                                                                                                                                      • Moderate engagement seen in routines, skills, and experimentation
                                                                                                                                        • Black women more likely to seek value brands, or buy a mix of brands
                                                                                                                                          • Figure 31: Time spent on beauty routine, skill level, experimentation, and brand type, by Black women vs all, April 2016
                                                                                                                                        • Trendy Naturalistas invest in beauty via time, skills, experimentation
                                                                                                                                          • Opportunities to tout high-end brands to Mother Naturales, Functionistas
                                                                                                                                            • Figure 32: Black women’s time spent on beauty routine, skill level, experimentation, and brand type, by beauty attitude segments, April 2016
                                                                                                                                          • Type of brand selected has limited relationship to category engagement
                                                                                                                                            • Figure 33: Black women’s time spent on beauty routine, skill level, experimentation, and brand type, by beauty engagement segments, April 2016
                                                                                                                                        • Reasons Black Women Purchase Beauty Products

                                                                                                                                            • Replacement is top reason, treating self, or experimenting close behind
                                                                                                                                              • Figure 34: Reasons for purchasing beauty products – Tier 1, Black women and indexed to all women, April 2016
                                                                                                                                              • Figure 35: Reasons for purchasing beauty products – Tier 2, Black women and indexed to all women, April 2016
                                                                                                                                              • Figure 36: Reasons for purchasing beauty products – Tier 3, Black women and indexed to all women, April 2016
                                                                                                                                            • Motives other than replacement more likely to drive Trendy Naturalistas and Glam Artists
                                                                                                                                              • Figure 37: Black women’s reasons for purchasing beauty products – Tier 1, by beauty attitude segments, April 2016
                                                                                                                                            • Second-tier motives also drive Trendy Naturalistas and Glam Artists
                                                                                                                                              • Figure 38: Black women’s reasons for purchasing beauty products – Tier 2, by beauty attitude segments, April 2016
                                                                                                                                            • Quest for new looks drives Beauty Enthusiasts to purchase
                                                                                                                                              • Figure 39: Black women’s reasons for purchasing beauty products – Tier 1, by beauty engagement segments, April 2016
                                                                                                                                            • Impulse buys and upgrades also motivate Beauty Enthusiasts
                                                                                                                                              • Figure 40: Black women’s reasons for purchasing beauty products – Tier 2, by beauty engagement segments, April 2016
                                                                                                                                            • Replacement motivates many buying upper-tier brands
                                                                                                                                              • Figure 41: Black women’s reasons for purchasing beauty products – Tier 1, by beauty brand types, April 2016
                                                                                                                                            • Those buying on impulse or for a special event turn to a range of brands
                                                                                                                                              • Figure 42: Black women’s reasons for purchasing beauty products – Tier 2, by brand types, April 2016
                                                                                                                                          • Black Women’s Beauty Products Shopping Behaviors

                                                                                                                                              • Most show limited allegiance to specific stores and brands
                                                                                                                                                • Figure 43: Black women’s reasons for purchasing beauty products – Loyalty, retail preferences, April 2016
                                                                                                                                                • Figure 44: Black women’s reasons for purchasing beauty products – Price, trial, influence, April 2016
                                                                                                                                              • Trendy Naturalistas value samples, makeovers, testing opportunities
                                                                                                                                                • Figure 45: Black women’s reasons for purchasing beauty products, by beauty attitudes segments, April 2016
                                                                                                                                              • Beauty Enthusiasts prize opportunities to try on and sample latest products
                                                                                                                                                • Figure 46: Black women’s reasons for purchasing beauty products, by beauty engagement segments, April 2016
                                                                                                                                            • Purchase Influencers for Beauty Products

                                                                                                                                                • Price, brand, benefit, and design for women of color are top influencers
                                                                                                                                                    • Figure 47: Black women’s purchase influencers for beauty products, April 2016
                                                                                                                                                  • Trendy Naturalistas seek products designed for women of color
                                                                                                                                                    • Figure 48: Black women’s purchase influencers for beauty products, by beauty attitudes segments, April 2016
                                                                                                                                                  • Beauty Enthusiasts weigh many factors and information sources
                                                                                                                                                    • Figure 49: Black Beauty Enthusiasts’ purchase influencers for beauty products, indexed to all Black women who use beauty products, April 2016
                                                                                                                                                • Attitudes toward Beauty Product Marketing

                                                                                                                                                    • About four in 10 would like ads that reflect Black culture
                                                                                                                                                        • Figure 50: Attitudes toward inclusivity and trust in marketing, Black women and indexed to all women, April 2016
                                                                                                                                                      • Social media, YouTube and online tools valued by Trendy Naturalistas
                                                                                                                                                        • Figure 51: Black women’s attitudes toward beauty products marketing, by beauty attitudes segments, April 2016
                                                                                                                                                      • Beauty Enthusiasts are engaged, but also savvy and skeptical
                                                                                                                                                        • Figure 52: Black women’s attitudes toward beauty products marketing, by beauty engagement segments, April 2016
                                                                                                                                                    • Appendix: Data Sources and Abbreviations

                                                                                                                                                      • Data sources
                                                                                                                                                        • Sales data
                                                                                                                                                          • Fan chart forecast
                                                                                                                                                            • Consumer survey data
                                                                                                                                                              • Consumer qualitative research
                                                                                                                                                                • Abbreviations and terms
                                                                                                                                                                  • Abbreviations
                                                                                                                                                                    • Terms
                                                                                                                                                                    • Appendix: Market

                                                                                                                                                                        • Figure 53: Expenditures and forecast of Black consumers on beauty products, at inflation-adjusted prices, 2011-21
                                                                                                                                                                      • Market factors: Additional demographic charts and economic data
                                                                                                                                                                        • Population by race and gender
                                                                                                                                                                          • Figure 54: Men by race and Hispanic origin, 2011-21
                                                                                                                                                                          • Figure 55: Women by race and Hispanic origin, 2011-21
                                                                                                                                                                        • Distribution of population by race and generation
                                                                                                                                                                          • Figure 56: Distribution of population by race and generation, 2016
                                                                                                                                                                        • Median household income, by race/Hispanic origin
                                                                                                                                                                          • Figure 57: Median household income for households, by race and Hispanic origin of household, 2014
                                                                                                                                                                        • Consumer confidence
                                                                                                                                                                          • Figure 58: Consumer confidence, January 2007-May 2016
                                                                                                                                                                        • Black buying power, by top states and regions
                                                                                                                                                                          • Figure 59: Top 10 states or areas ranked by share of Black buying power, 2014
                                                                                                                                                                        • Households with children, by race and Hispanic origin
                                                                                                                                                                          • Figure 60: Households with own children, by race and Hispanic origin of householder, 2013
                                                                                                                                                                        • Who children live with, by race and Hispanic origin
                                                                                                                                                                          • Figure 61: Who children live with, by race and Hispanic origin, 2012
                                                                                                                                                                        • Black households, by presence and age of children
                                                                                                                                                                          • Figure 62: Black households, by presence and ages of own children, 2013
                                                                                                                                                                        • Householder type, by race of householder
                                                                                                                                                                          • Figure 63: Household type, by race of householder, 2013

                                                                                                                                                                      Companies Covered

                                                                                                                                                                      • Walmart Stores (USA)

                                                                                                                                                                      Black Consumers and Beauty Products - US - July 2016

                                                                                                                                                                      US $3,995.00 (Excl.Tax)