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US Black Beauty Consumer market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Black Consumers and Beauty Products market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Definition

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

  • Color cosmetics – Eye, face, and lip cosmetics, including multiuse products, such as founding with skincare benefits and beauty balm (BB) and color-correcting (CC) creams.
  • Nail color and care products – Nail polish, nail accessories and implements, nail treatments, artificial nails and accessories, nail polish removers.
  • Facial skincare and anti-aging products – Anti-aging facial products, cleansers, moisturizers, acne treatments, fade/bleach, lip balm.

Excluded from the scope of this Report are:

  • Haircare products (see Mintel’s Black Haircare – US, August 2017 and Black Haircare – US, August 2016).
  • Beauty devices (eg haircare devices, skincare devices, and facial devices).
  • Professional services.

This report builds on analysis presented in Mintel’s Black Consumers and Beauty Products – US, July 2016. Readers may also be interested in Hispanics and Beauty Products – US, March 2018 and related reports in the Beauty and Personal Care library.

Expert analysis from a specialist in the field

Written by Toya Mitchell, a leading analyst in the Multicultural sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Black women are less likely to use cosmetics in comparison to the general market, but her usage varies across beauty products due to her skill set, her knowledge of expected benefits, and most importantly, her ability to find products in the right shades to create her desired look. Her beauty product choices are influenced by a variety of sources, but all must authentically reflect her image and specific needs. Toya Mitchell
Multicultural Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • The insights
            • Black women spent $1.7B on beauty care products in 2017
              • Figure 1: Total US retail sales and Black consumer expenditures on beauty products, at current prices, 2012-17
            • Black women fall into four distinct beauty consumer segments
              • Figure 2: Black beauty segments, December 2017
            • Lip makeup is her staple, but foundation and eye usage based on look and color match
              • Figure 3: Beauty tasks, by Black vs. all, December 2017
            • Beauty purchases are included in her household shopping trips
              • Figure 4: Beauty product shopping locations, Black vs. all, December 2017
            • The opportunities
              • Guide her to the right products where she is already shopping for cosmetics
                • Figure 5: Beauty product shopping locations, by beauty tasks, December 2017
              • Beauty messaging that mirrors her image drives product trial
                • Figure 6: Beauty product trial influencers, December 2017
              • What it means
              • The Market – What You Need to Know

                • Black beauty expenditures expected to grow in tandem with the general market
                  • Fenty Beauty brand launch has changed consumer expectations
                    • Mass brands are affordable, premium brands are made for them in mind
                    • The Black Female Population by the Numbers

                      • There are an estimated 22.8 million Black females in the US
                        • Figure 7: Total US and Black female population estimates, 2013-23
                      • More than eight in 10 Black females are aged 12 years or older
                        • Figure 8: Black female population estimates, by age group, 2018
                    • Market Size and Forecast

                      • Black women spent an estimated $1.66 billion on beauty products in 2017
                        • Figure 9: Total US retail sales and Black consumer expenditures on beauty products, at current prices, 2012-17
                        • Figure 10: Expenditures by Black consumers on beauty products, at current prices, 2012-17
                    • Market Breakdown

                      • Mass market brands top Black women’s beauty purchases, but she prefers to try products prior to purchase. She has been conditioned to searching for products that are made for her and will choose higher-priced products that work if her budget allows.
                        • Lip Products
                          • Lip gloss texture and easy application make it Black women’s preferred lip product
                            • Figure 11: Lipsticks and lip gloss used by type, Black indexed to all, July 2016-August 2017
                          • Specialty brands, most likely targeted brands, top Black women’s lip purchases
                            • Figure 12: Lipstick and lip gloss use of leading brands, Black indexed to all, July 2016-Aiugust 2017
                          • Eye Makeup
                            • Natural, nude look trends and brand preferences dictate eye makeup usage
                              • Figure 13: Eye makeup usage, Black indexed to all, July 2016-August 2017
                            • Premium eye makeup’s efficacy linked to foundation anchor product
                              • Figure 14: Eyeshadow, eyeliner, and eyebrow pencil use by leading brands, Black indexed to all, July 2016-August 2017
                            • Maybelline and CoverGirl mascara lines offer variety, M.A.C. is the premium standard
                              • Figure 15: Mascara use by leading brands, Black indexed to all, July 2016-August 2017
                            • Face Makeup
                              • Black women’s foundation use highlights their preference for a natural look
                                • Figure 16: Foundation used by type, Black indexed to all, July 2016-August 2017
                              • Foundation brands sold by trusted experts top Black women’s use
                                • Figure 17: Foundation use by leading brands, Black indexed to all, July 2016-August 2017
                              • Skincare Products
                                • Skincare helps Black women put their best face forward
                                  • Figure 18: Facial cleansing, medicated products, toners types used, Black indexed to all, July 2016-August 2017
                                • Specialty and traditional favorites top Black women’s skincare brand list
                                  • Figure 19: Skincare use of leading brands, Black indexed to all, July 2016-August 2017
                              • Market Perspective

                                • If you build it, they will come – Fenty Beauty
                                  • Figure 20: Fenty beauty by Rihanna teaser video, September 2017
                              • Market Factors

                                • Most Black women have some college education
                                  • Figure 21: Female educational attainment across race/Hispanic origin, 2017
                                • Black women have the highest labor force participation … and unemployment rates
                                  • Figure 22: Female labor force participation, employment and unemployment rates across race and Hispanic origin, 2017
                                • Half of Black women earn less than $25K per year
                                  • Figure 23: Female personal income across race and Hispanic origin, 2017
                              • Key Players – What You Need to Know

                                • Independent brands create trendy products with Black women in mind
                                  • K-Beauty trends lack awareness among Black women
                                    • Tech-enabled product innovations set to elevate consumer expertise
                                    • What’s Working?

                                      • Natural and nude pigments made for Black skin
                                        • Figure 24: MENTED COSMETICS – OUR STORY, OUR PROMISE, JANUARY 2017
                                      • Mainstream brands extend product innovation and marketing outreach to women of color
                                      • What’s Struggling?

                                        • K-beauty does not resonate among Black women
                                          • Mainstream brand missteps in messaging toward Black women
                                          • What’s Next?

                                            • Black-owned makeup brands gain traction
                                              • Product innovation for at-home use
                                              • The Consumer – What You Need to Know

                                                • Lip makeup and nail products most used in the category at home
                                                  • Convenience drives most shopping occasions, but engaged consumers need expert engagement in store
                                                    • Enhancing natural looks drive beauty product usage
                                                      • Black women trust messaging and people that understand her beauty goals
                                                        • Natural beauty trends are of great interest
                                                        • Black Beauty Segmentation

                                                          • Four identified beauty segments among Black women
                                                            • Figure 25: Black beauty segments, December 2017
                                                          • Validated Beauty women stay trendy as her beauty needs change
                                                            • Figure 26: Profile of Validated Beauty segment, December 2017
                                                          • Beauty Obsessed women are trendsetters whose expertise matches professionals
                                                            • Figure 27: Profile of Beauty Obsessed segment, December 2017
                                                          • Confident Beauty women represent traditional beauty attitudes
                                                            • Figure 28: Profile of Confident Beauty segment, December 2017
                                                          • Old-School Beauty women maintain a minimalist beauty regimen
                                                            • Figure 29: Profile of Old-School Beauty segment, December 2017
                                                        • Beauty Tasks and Frequency

                                                          • Color products drive Black women’s cosmetics use
                                                            • Figure 30: Beauty tasks, by Black vs. all, December 2017
                                                          • Lip products are the go-to makeup for more than half of Black women
                                                            • Figure 31: Beauty tasks by frequency, any makeup, December 2017
                                                          • Skin treatments and device use is integrated in Black women’s beauty routine
                                                            • Figure 32: Beauty tasks by frequency, any skin treatment, December 2017
                                                          • Natural nail wearers apply polish at home, those with nail enhancements regularly go to the salon
                                                            • Figure 33: Beauty tasks by frequency, any nails, December 2017
                                                          • Black women rely on their personal skills to shape brows and apply eyelashes at home
                                                            • Figure 34: Share of eyelash and eyebrow product introductions, 2012-17
                                                            • Figure 35: Beauty tasks by frequency, any eye enhancements, December 2017
                                                        • Beauty Product Shopping Locations

                                                          • Black women purchase beauty products during their personal and haircare shopping trips
                                                            • Figure 36: Beauty product shopping locations, Black vs. all, December 2017
                                                          • Face and eye makeup purchased at locations that stock products formulated for Black women
                                                            • Figure 37: Beauty product shopping locations, by beauty tasks, December 2017
                                                          • Black women in upper-income households buy beauty products across all retailers
                                                            • Figure 38: Select beauty product shopping locations, by household income, December 2017
                                                          • Beauty Obsessed and Confident Beauty women shop at a variety of retailers
                                                            • Figure 39: Beauty segments, by shopping locations, December 2017
                                                        • Reasons for Using Beauty Products

                                                          • The natural beauty trend is dominant among Black women
                                                            • Figure 40: Reasons for using beauty products, December 2017
                                                            • Figure 41: Reasons for using beauty products, by beauty segments, December 2017
                                                          • Young women have fun with makeup, older women wear makeup to perfect their natural selves
                                                            • Figure 42: Reasons for using beauty products, by generational group, December 2017
                                                        • Beauty Product Trial Influencers

                                                          • Black women trust messaging and advocates that mirror themselves
                                                            • Figure 43: Beauty product trial influencers, December 2017
                                                          • Young Black women are influenced by people they are emotionally connected to
                                                            • Figure 44: Beauty product trial influencers, by generational groups, December 2017
                                                          • Validated Beauty women most influenced by traditional messaging
                                                            • Figure 45: Beauty product trial influencers, by beauty segments, December 2017
                                                        • Beauty Trends of Interest

                                                          • Natural beauty looks require natural beauty products
                                                            • Figure 46: Beauty trends of interest, December 2017
                                                          • Black women who prefer natural beauty products least likely to wear full makeup
                                                            • Figure 47: Beauty trends of interest, by beauty tasks, December 2017
                                                          • Women with more disposable income more likely to experiment with beauty trends
                                                            • Figure 48: Select beauty trends of interest, by income, December 2017
                                                          • Beauty Obsessed and Confident Beauty women follow tech-focused trends
                                                            • Figure 49: Beauty trends of interest, by beauty segments, December 2017
                                                        • Beauty Attitudes and Behaviors

                                                          • Natural beauty products have greater value vs expensive or high-end products
                                                            • Figure 50: Beauty Attitudes and Behaviors – any agree, Black vs. all, December 2017
                                                          • … but there is some ambivalence on the effectiveness of mainstream products
                                                            • Figure 51: Beauty Attitudes and Behaviors, December 2017
                                                          • Natural ingredients are preferred, but unacquainted segments need more proof of efficacy
                                                            • Figure 52: Attitudes toward natural products and brands, by beauty segments, December 2017
                                                          • Expensive beauty products do not translate to value, especially to natural product users
                                                            • Figure 53: Attitudes toward expensive and high-end beauty products, by beauty segments, December 2017
                                                        • Appendix – Data Sources and Abbreviations

                                                          • Data sources
                                                            • Sales data
                                                              • Consumer survey data
                                                                • Abbreviations and terms
                                                                  • Abbreviations
                                                                    • Terms
                                                                    • Appendix – The Market

                                                                        • Figure 54: Expenditures by Black consumers on beauty products, at current prices, 2012-22
                                                                        • Figure 55: Total US retail sales and Black consumer expenditures on beauty products, at current prices, 2012-17
                                                                    • Appendix – The Consumer

                                                                        • Figure 56: Lipsticks and lip gloss used by type, Black indexed to all, July 2016-August 2017
                                                                        • Figure 57: Lipstick and lip gloss use of leading brands, Black indexed to all, July 2016-August 2017
                                                                        • Figure 58: Eye makeup usage, Black indexed to all, July 2016-August 2017
                                                                        • Figure 59: Eyeshadow, eyeliner, eyebrow pencil use by leading brands, Black indexed to all, July 2016-August 2017
                                                                        • Figure 60: Mascara use by leading brands, Black indexed to all, July 2016-August 2017
                                                                        • Figure 61: Foundation used by type, Black indexed to all, July 2016-August 2017
                                                                        • Figure 62: Foundation use by leading brands, Black indexed to all, July 2016-August 2017
                                                                        • Figure 63: Facial cleansing, medicated products, toners types used, Black indexed to all, July 2016-August 2017
                                                                        • Figure 64: Skincare use of leading brands, Black indexed to all, July 2016-August 2017