US Black Consumers: Beauty Trends Report 2022
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“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…

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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.

BPC Market Landscape

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.

Black Beauty Consumer Overview

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.

Considerations and Opportunities for Brands and Marketers

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.

  • Social media: 41% of Black consumers aged 18-34 use social media to find new products. As consumers grow older, this decreases incrementally, down to 13% for those over 55.
  • Representation is lacking: 45% of Black men state that representation of Black men in beauty products is lacking.

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.

Quickly Understand This Report

  • Types of BPC products Black consumers are buying.
  • Where Black consumers are purchasing BPC.
  • Shopping behaviours.
  • Attitudes toward innovation in beauty trends.
  • Representation.

Analyst Review

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 Analyst


Courtney Rominiyi
Multicultural Consumers and Culture Analyst

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Market context
  2. Executive Summary

    • Top takeaways
    • Market overview
    • Opportunities and challenges
    • Create discount programs to encourage seniors to shop online
      • Figure 1: Where consumers 55 and older have purchased BPC online, 2022
    • Focus on brand partnerships to extend brands and expose Black consumers to new products
      • Figure 2: BPC shopping behaviors and influences, 2022
    • Showcase father and child relationships in advertising – especially grooming
      • Figure 3: Men’s preference on gender specific BPC, by age, 2022
  3. Market Factors and Context

    • Beauty and personal care market overview
      • Figure 4: Total US retail sales and forecast of beauty and personal care, at current prices, 2017-27
    • Black population growth in the US remains strong
      • Figure 5: Population, by race, 2016-26
    • Black consumers are diverse and young, but seniors are the future
      • Figure 6: US Black population by age, 2017
      • Figure 7: Population and projections of African Americans aged 65 and over, 2017-60
    • Black representation and inclusivity remain a key topic
      • Figure 8: attitudes toward representation, 2022
    • Inflation impacts on inclusivity
      • Figure 9: Disposable Personal Income change from previous period, 2012-22
      • Figure 10: Allies of Skin Instagram Page, 2022
    • Inclusivity through education: cosmetology schools incorporate more education on Black hair
    • CROWN Act is helping make hair discrimination illegal
  4. Future Opportunities and Strategies

    • Meeting consumer needs through the lens of the Identity Trend Driver
    • Respect differences, represent and affirm consumer preferences through advertising
    • Meeting consumer needs through the lens of the Value Trend Driver
    • Create discount programs to encourage seniors to shop online
    • Meeting needs through the lens of the Experiences Trend Driver
    • Focus on luxury and pleasure through virtual shopping experiences
      • Figure 11: P&G 360 shopping experience integrated with Shopee | Byondxr 2022
  5. Black Consumers Beauty Trends: Fast Facts

  6. Desire for Representation in BPC

    • Strong desire to see more diverse beauty standards
      • Figure 12: attitudes toward representation, 2022
    • Sell the experience, not just the product
    • Older generations affirm that diversity is improving
      • Figure 13: Black consumers who see more beauty brands/products for POC, by age, 2022
    • Black consumers’ idea of representation considers the full spectrum of diversity within their community
      • Figure 14: Attitudes toward cultural representation in beauty, 2022
  7. Aging in Beauty

    • Black seniors engaged in beauty industry
      • Figure 15: Attitudes toward diverse beauty standards, overall vs 65+ 2022
    • Older Black adults are purchasing online through Amazon, highlighting opportunity to attract them to other online avenues
    • Create discount programs to encourage seniors to shop online
      • Figure 16: Where consumers 55 and older have purchased BPC online, 2022
    • Drug stores are most frequented by Black men 65 and over
      • Figure 17: Drug store shoppers, by gender and age, 2022
  8. Types of BPC Products Purchased

    • Haircare top beauty products for Black consumers
      • Figure 18: Beauty and personal care items purchased in the last 12 months, 2022
    • Elevate the shopping experience for women (especially moms) by appealing to them as primary users of household purchases
      • Figure 19: Beauty and personal care items purchased in the last 12 months, women vs overall 2022
      • Figure 20: Pure culture beauty’s Instagram Page, 2022
    • Black men 45 and older are racking up on shaving gel/cream
      • Figure 21: Men who have purchased shaving gel/cream in the last 12 months, by age 2022
    • Fine fragrances sign of luxury for Black Gen Z and Millennial women
      • Figure 22: Purchased fine fragrances in the past 12 months, by generation and gender, 2022
    • Black consumers from households earning less than $25K less focused on facial skin care
      • Figure 23: Purchased facial skincare in the past 12 months, by income, 2022
  9. BPC Purchase Locations

    • Despite growing online options, in-store mass merchants top option for many Black consumers
      • Figure 24: Where consumers are shopping, 2022
    • Amazon has the biggest pull for online retailers
      • Figure 25: Consumers that have purchased BPC online in the past 12 months, 2022
    • Utilize virtual storefronts to connect consumers to products online and in store
      • Figure 26: Savage X Fenty Instagram page, 2022
  10. BPC Shopping Behavior

    • Black consumers seek consistent, familiar shopping experiences
      • Figure 27: BPC shopping behaviors and influences, 2022
    • Focus on brand partnerships to extend brands and expose Black consumers to new products
      • Figure 28: Ben and Jerrys Instagram page, 2022
    • Social media a source of brand discovery primarily for 18-34 year olds
      • Figure 29: Use social media to find brands and products, by age, 2022
    • Young, high earners particularly influenced by social media
      • Figure 30: Use social media to find brands and products, by age and income, 2022
    • Tie in entertaining and culturally relevant content to build a brand experience via social media
      • Figure 31: Dunkin’ Instagram page, 2022
  11. Hairstyling

    • Men and women split between barber shop and doing hair at home
      • Figure 32: Where consumers get their hair done, 2022
      • Figure 33: Barber shop vs at-home styling, by gender, 2022
    • Most Black women are focused on natural hair styling at home
      • Figure 34: Hairstyles consumers are wearing, 2022
    • Satisfactory results are making Black consumers at-home stylists
      • Figure 35: Reasons for at-home hair styling, 2022
    • Focus on education and innovation to build trust with Black consumers
  12. Black Men’s Grooming

    • Black men’s perspectives on men’s beauty and grooming is split
      • Figure 36: Men’s attitudes toward men’s beauty and grooming, 2022
    • Respect differences and affirm consumer preferences through advertising
      • Figure 37: Mansplaining How To Clean Your Face The Right Way | Lumin, 2022
    • Black men 18-34 more gender fluid when it comes to BPC products
      • Figure 38: Men’s preference on gender-specific BPC, by age, 2022
      • Figure 39: Sable.labs Instagram page, 2022
    • Black dads more likely to feel underrepresented in beauty products than men without children
    • Showcase father and child relationships in advertising – especially grooming
      • Figure 40: Men’s preference on gender-specific BPC, by age, 2022
  13. Appendix – Data Sources and Abbreviations

    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
    • Terms

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