US Black Consumers: Beauty Trends Report 2022
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Understand Black beauty consumers in the US. Use Mintel’s dedicated research backed by expert analysis to become more informed in your industry. This report examines vital trends among Black consumers in the BPC industry, reveals important statistics, and advises considerations and opportunities relevant to brands and marketers. Read on to discover our insights.
The beauty and personal care market saw a decline in 2020 due to the pandemic, but is estimated to rebound and even surpass pre-pandemic levels in 2022. Consumers have been focusing on self-care and integrating BPC products into daily routines, a trend that is expected to continue.
The Black population currently makes up 13% of the total US population, and is projected to grow and become increasingly younger and more diverse. To better represent this demographic, laws like the CROWN Act are helping to transform the narrative around Black hair discrimination in the workplace. While this may have relaxed the environment for Black-owned BPC companies to thrive, limited outside resources mean an increased focus on self-sufficiency in beauty maintenance.
For Black consumers, social media is not a major resource for brand discovery. Young Black Millennials may use it, but most rely on word of mouth and personal recommendations. Brands therefore should focus their marketing to get people talking about their product.
Split perspectives on men’s grooming exist between older and younger Black men. As modern masculinity evolves, more men are comfortable using products to address skin and hair concerns, while older men want to take care of themselves without compromising their masculinity. Brands and marketers should consider these two different ideologies.
Overall, marketers should be mindful of the differences between Black consumers and the general population when it comes to how they view beauty, and strive to create trustworthy brands that authentically represent them.
Find over 50 pages of insight, statistics, and specialist analysis in the full report. Or, browse our extensive beauty and personal care market research and get exactly what you’re looking for.
This report, written by Courtney Rominiyi a leading Multicultural Analyst, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
When we think of beauty in its essence we think of sights, smells and tastes that are pleasing to us. When thinking of beauty trends for Black consumers we see that their focus it to capture that intrinsic meaning. Black men and women see beauty trends as an opportunity to create a pleasant experience for themselves as well as those who are receiving them. Because of this, this group places a huge focus on representation, value and consistency to achieve the beauty standards that they’ve created for themselves. Black consumers are intentional about where and what they shop for, however, because of their desire to create a full sensory experience through their beauty standard. As a result, diverse brands and retailers have ample opportunities to contribute to Black consumers’ beauty trends.
Courtney Rominiyi
Multicultural Consumers and Culture Analyst
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