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US The Millennial 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 The Millennial Beauty Consumer 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? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Key points included

  • Millennials choose clean
  • The Millennial generation is large
  • Millennial beauty routines are varied
  • Millennials are not as interested in natural ingredients as Gen Zs

Covered in this report

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:

  • Haircare
  • Facial skincare
  • Color cosmetics
  • Nail color and care
  • Fragrances
  • Hair appliances
  • Skincare devices
  • Body care

Expert analysis from a specialist in the field

Written by Shannon Romanowski, a leading analyst in the Beauty & Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Millennial women show various levels of engagement, spending a consistent amount of time on their beauty routines and shopping for products. Older Millennials over index for interest in clean beauty products, while Younger Millennials follow a similar pattern compared to Gen Zs. It is important for brands to consider the wide age range of this generation, as they approach the category differently Shannon Romanowski
Director of Research

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Figure 1: Beauty brand segmentation, May 2019
        • The issues
          • Luxury beauty can’t rest on brand alone
            • Figure 2: Luxury indicators, May 2019
          • Luxury beauty is seen as overpriced
            • Figure 3: Select attitudes toward luxury products, May 2019
          • Key 25-34 age group buying fewer luxury products
            • Figure 4: Buying fewer luxury products compared to year ago, by age, May 2019
          • The opportunities
            • Embrace green identity and healthy beauty
              • Figure 5: TURF Analysis – Luxury indicators, May 2019
            • Social media has widespread influence among users aged 18-34
              • Figure 6: Information sources, by age, May 2019
            • Demand for customized beauty is the next form of luxury
              • Figure 7: Interest in innovations, May 2019
            • What it means
            • The Market – What You Need to Know

              • Majority of women use luxury beauty
                • Income isn’t a barrier to category use, but does impact spending
                  • Shifts in population necessitate focus on older women
                    • Moms offer opportunity for luxury beauty marketers
                      • The power of beauty influencers
                      • Market Perspective

                        • Most women use some luxury beauty brands
                          • Figure 8: Beauty brand segmentation, May 2019
                        • Income isn’t a barrier to luxury beauty
                          • Figure 9: Beauty brand segmentation, by household income and household investable assets, May 2019
                        • Luxury beauty spending
                          • Figure 10: Spending on luxury beauty products in past 12 months, May 2019
                        • Income does impact annual spending on luxury beauty
                          • Figure 11: Spending on luxury beauty products, by household income, May 2019
                      • Market Factors

                        • Shifts in population of core luxury beauty users will impact sales
                          • Figure 12: US female population aged 18 or older, by age, 2014-24
                        • Moms offer strong category engagement and opportunity
                          • Figure 13: Share of births, by age of mother, 2017
                        • The influence of the influencer
                        • Key Players – What You Need to Know

                          • Luxury beauty strengthens health halo
                            • Customized beauty takes luxury to the next level
                            • What’s Working?

                              • Incorporating health into luxury beauty
                                • Healthy ingredients
                                    • Figure 14: Share of color cosmetics with free-from and natural claims, 2017-19*
                                  • Health denotes safety
                                    • Health in manufacturing
                                      • Figure 15: Share of luxury beauty brands with vegan/no animal ingredients or ethical-animal claims, 2017-19*
                                  • What’s Next?

                                    • Seeking the next level of customization and personalization
                                      • Beauty from within
                                        • Smart beauty
                                          • Personalizing the shopping/retail experience
                                          • The Consumer – What You Need to Know

                                            • Emotional connections strengthen use of luxury brands
                                              • Luxury beauty consumers seek retailers that offer guidance
                                                • Reliance on variety of sources suggests women are research driven
                                                  • Brand is a top luxury indicator
                                                    • Luxury products carry the stigma for being overpriced
                                                      • Smart innovations underscore desire for customized beauty
                                                      • Brand Usage

                                                        • Emotional connection drives acceptance of luxury brands
                                                          • Figure 16: Usage of beauty products, by brand type, May 2019
                                                        • 25-34s are drawn to luxury beauty brands
                                                          • Life events increase purchases of luxury beauty
                                                            • Figure 17: Usage of luxury prestige beauty products – Any product (net), by age, May 2019
                                                          • Moms rely on luxury beauty brands for emotional uplift
                                                            • Figure 18: Usage of luxury prestige beauty products – Any product (net), by parental status, May 2019
                                                        • Retailers Shopped

                                                          • Majority of luxury beauty consumers shop department stores
                                                              • Figure 19: Retailers shopped – Any category (net), May 2019
                                                            • Under 35s shop specialty beauty; 45-54s shop department stores
                                                              • Figure 20: Retailers shopped – Any category (net), by age, May 2019
                                                            • Moms buy luxury beauty online
                                                              • Figure 21: Retailers shopped – Any category (net), by parental status, May 2019
                                                            • Hispanics are more apt to receive luxury beauty products as gifts
                                                              • Figure 22: Retailers shopped – Any category (net), by Hispanic origin, May 2019
                                                            • Correlation between luxury brand usage and specialty beauty retailers
                                                              • Figure 23: Correspondence Analysis – Symmetrical map – Retailers shopped, May 2019
                                                            • Methodology
                                                              • Figure 24: Retailers shopped, by product type, May 2019
                                                          • Information Sources

                                                            • Family/friends and sampling are top information sources
                                                              • Figure 25: Information sources, May 2019
                                                            • Social media has widespread influence among users aged 18-34
                                                              • Figure 26: Information sources, by age, May 2019
                                                            • Moms turn to Facebook for information
                                                              • Figure 27: Information sources, by parental status, May 2019
                                                            • Hispanic luxury beauty users tap social media for information
                                                              • Figure 28: Information sources, by Hispanic origin, May 2019
                                                          • Luxury Indicators

                                                            • Brand name denotes luxury
                                                              • Figure 29: Luxury indicators, May 2019
                                                            • Brand and exclusive ingredients are most important in luxury beauty
                                                              • Figure 30: TURF Analysis – Luxury indicators, May 2019
                                                              • Figure 31: Table – TURF Analysis – Luxury indicators, May 2019
                                                            • Methodology
                                                              • Young women view packaging as a luxury indicator
                                                                • Figure 32: Luxury indicators, by age, May 2019
                                                            • Attitudes toward Luxury Products

                                                              • Luxury products carry stigma of being overpriced
                                                                • Figure 33: Attitudes toward luxury products, May 2019
                                                              • 25-34s are buying fewer luxury products
                                                                • Figure 34: Attitudes toward luxury products, by age, May 2019
                                                              • Moms draw strong connection between luxury beauty and efficacy
                                                                • Figure 35: Attitudes toward luxury products, by parental status, May 2019
                                                              • Hispanics want more natural ingredients in luxury beauty
                                                                • Figure 36: Attitudes toward luxury products, by Hispanic origin, May 2019
                                                            • Interest in Innovations

                                                              • Demand for customized beauty drives interest in smart innovations
                                                                  • Figure 37: Interest in innovations, May 2019
                                                                • Younger women more likely to embrace smart beauty and technology
                                                                  • Figure 38: Interest in innovations, by age, May 2019
                                                              • Appendix – Data Sources and Abbreviations

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