Description

Understand the Asian American beauty consumer with this comprehensive report. With over 70 pages of content, you’ll gain critical insight into what this audience wants from the beauty sector. Read on to see the key topics analyzed and our handpicked information from the report itself.

Key Topics Analyzed

  • Demographics of the diverse Asian population.
  • Key product trends in the Asian beauty space.
  • Asian American beauty routines and purchasing.
  • Where Asian Americans get information about beauty products.
  • Drivers of beauty product purchases by Asian Americans.

Asian American Beauty Consumer Overview

With over 20 million Asian American consumers, brands will want to appeal when they can. Asian Americans have a high average household income on average at more than $101,000, and many are in their peak spending years. This audience is helping to buoy the American beauty sector, but Asian consumers are not immune to broader economic trends, and many have expressed a desire to spend less on beauty and personal care (BPC).

Insights into the Asian American Beauty Consumer

  • 35% of Asian women have 6-8 steps in their beauty routine, with almost a third having nine or more steps. Hair washing and facial/body skincare are the most popular steps, with hair styling lacking, representing a chance to increase interest.
  • Salons face challenges as visits to salons by Asian consumers are comparatively rare. 84% agree that they only go to salons for services they can’t do themselves, while a similar number are interested in doing their treatment at home. Salons may want to promote wellness and relaxation as part of their services, as well as a group outing for friends.
  • Easy and natural products are preferred by Asian Americans, with an easy-to-use, natural product from a familiar brand appealing to 90% of Asian women and almost as many Asian men.
  • Asian consumers are 17% more likely than the average to use facial skincare (see our US Facial Skincare Market Report 2023).

Opportunity for BPC Brands

Representing the Asian American audience will be critical to forging connections and driving growth going forward. Still, many brands fail to do this. While some established brands have partnered on collabs with Asian beauty experts, they risk losing market share if they don’t do more. There is an opportunity in this market for Western beauty companies to hire more Asian spokesmodels.

Buy the full report to reveal our expert’s guidance on how to engage Asian American beauty consumers, and grow your brand today. Looking for something else? Browse our beauty, personal goods and toiletries market research.

Report Scope and Brands Covered

This Report examines Asian Americans’ attitudes and behaviors toward beauty products and services. Discover competitive strategies that can propel your beauty business forward with our expert’s detailed analysis of the brands that are appealing to Asian consumers, such as Live Tinted, Le Mini Macaron, and more.

Additional Features Included in Your Report

Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as an Infographic and an Excel Databook.

Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trends pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

Expert Analysis from a Beauty Specialist

This report, written by Joan Li, a leading beauty analyst, delivers in-depth commentary and analysis of the Asian American Beauty Consumer.

The rich heritage of Asian culture has transformed the beauty industry, with products drawing on century-old traditions as well as cutting-edge innovations. Not surprisingly, Asian Americans are important drivers of the beauty industry. This diverse, influential audience includes high-income shoppers and highly engaged beauty aficionados. Winning the Asian American audience will provide brands with a loyal base of customer advocates but it will require a commitment to quality, value, aggressive new product development and making Asian consumers feel truly seen.

Joan Li, Senior Beauty and Personal Care Analyst

 

Joan Li
Senior Analyst – BPC

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
          • Market context
          • Executive Summary

              • Top takeaways 
                • Market overview 
                  • Figure 1: Outlook on Asian Americans and beauty, 2023-28
                • Opportunities and challenges
                  • Connecting with an incredibly diverse audience
                    • Figure 2: Beauty/personal care product purchase drivers, by country of origin, 2023
                  • Appeal to the Asian female beauty maven
                    • Figure 3: Select beauty attitudes and behaviors, by female beauty mavens, 2023
                  • Leverage younger men’s strong interest in hair
                    • Figure 4: Haircare behavior, by Asian men and 18-34s, 2023
                  • Key consumer insights
                  • Asian Americans by the Numbers

                    • A relatively small, but fast growing population
                      • Figure 5: US population, by race and Hispanic origin, 2018-28
                    • Concentrated within the Millennial and Gen X generations
                      • Figure 6: US population by race and generation, 2023
                    • A more affluent group
                      • Figure 7: Median household income, by race and Hispanic origin of householder, 2021
                      • Figure 8: Household income distribution, by race and Hispanic origin of householder, 2021
                    • Incredible diversity among the Asian American population
                      • Figure 9: Asian American population, by country of origin/heritage, 2022
                      • Figure 10: Asian American demographics, by country of origin/heritage, 2019
                    • Understand and reflect Asian American diversity
                      • Figure 11: YesStyle Instagram reel – Makeup, 2023
                  • Market Factors and Context

                    • Slow growth projected for beauty and personal care in the years ahead
                      • Figure 12: Total US sales and fanchart forecast of beauty and personal care, at current prices, 2018-28
                      • Figure 13: Total US retail sales of beauty products, by segment, at current prices, 2020 and 2022
                    • Color cosmetics sales paces inflation
                      • Figure 14: Total US sales and fan chart forecast of color cosmetics, at current prices, 2018-28
                    • Rising inflation, economic uncertainty, stubbornly low consumer sentiment
                        • Figure 15: Consumer Price Index % change from year ago and Consumer Sentiment Index, 2007-23
                      • Hallyu: catching the Korean Wave
                          • Figure 16: Zimolange Instagram post – 10-step K-beauty skincare routine, 2022
                      • Future Opportunities and Strategies

                          • Figure 17: Mintel Trend Drivers
                        • Meeting Asian beauty consumer needs through the lens of the Identity Trend Driver
                          • Commemorate AAPI Heritage in May and beyond
                            • Figure 18: INH Instagram post – AAPI Beauty Box, 2023
                          • Lead with authentic solutions
                            • Figure 19: Live Tinted – Instagram post for Huestick Multisticks, 2023
                          • Meeting Asian beauty consumer needs through the lens of the Value Trend Driver
                            • Combine “cheap and cheerful” with convenience
                              • Figure 20: Le Mini Macaron gel manicure kit
                            • Target multi-functionality as value beyond price
                              • Figure 21: Value indicators in beauty/grooming products, 2022
                              • Figure 22: Tower28 BeachPlease Luminous Tinted Balm, 2022
                            • Meeting Asian beauty consumer needs through the lens of the Technology Trend Driver
                              • Provide practical benefits to appeal to Asian men
                                • Figure 23: Omnilux Men – TikTok post, 2023
                              • Use science to take personalization to the next level
                                • Figure 24: Modules personalized prescription skincare – Instagram post, 2023
                            • Asian American Beauty Consumer – Fast Facts

                              • Women most engaged with beauty
                                • Opportunity to grow hair care sales, particularly among men
                                  • Facial skincare a particular focus
                                    • Salons lag behind home treatments
                                      • Social media rules for beauty information
                                        • A preference for easy-to-use, natural products and desire to simplify
                                        • Beauty Routines

                                          • Asian women are highly engaged in beauty
                                            • Figure 25: Beauty/personal care routines, by gender, 2023
                                          • Opportunities to draw on Asian hair care traditions
                                            • Figure 26: Rituals Ayurvedic Dry Oil for Body and Hair, 2023
                                          • Younger men have more extensive grooming routines
                                            • Figure 27: Beauty/persona care routines, by gender and age, 2023
                                          • Understanding Asian beauty mavens
                                            • Figure 28: Female beauty mavens – Count of beauty/personal care routines, by key demographics, 2023
                                            • Figure 29: Male beauty mavens – Count of beauty/personal care routines, by key demographics, 2023
                                        • Beauty Product Usage

                                          • Asian consumers show high engagement with facial skincare
                                            • Figure 30: Facial skincare products used, by race, 2023
                                          • Clean beauty: shampoo and cleanser main focus for hair care
                                            • Figure 31: Haircare products used, by race, 2023
                                          • Mass, natural brands most popular
                                            • Figure 32: Beauty/personal care product brand preferences, by gender, 2023
                                          • Beauty companies can promote rare natural ingredients to increase spending
                                            • Figure 33: Innisfree ingredients, 2023
                                            • Figure 34: Beauty/personal care product brand preferences, by age and household income, 2023
                                            • Figure 35: Beauty/personal care product brand preferences, by beauty mavens and gender, 2023
                                        • Beauty Treatments Used

                                          • DIY is more popular than going to professionals
                                            • Figure 36: Beauty/personal care treatments – Done at home vs done at salon, 2023
                                            • Figure 37: Joico blog post, May 2023
                                          • Home skincare an important focus for women
                                            • Figure 38: Beauty/personal care treatments done at home, by gender, 2023
                                            • Figure 39: Beauty/personal care treatments done at salon, by gender, 2023
                                            • Figure 40: Best in Beauty “I Got a 10 Step Korean Facial” video, 2019
                                          • Younger consumers do more treatments, at home and in salon
                                            • Figure 41: Mount Lai Gua Sha, 2023
                                            • Figure 42: Beauty/personal care treatments – Done at home vs done at salon, by age, 2023
                                        • Self-care vs Salon Motivation

                                          • Savings a primary motive for home treatments
                                            • Figure 43: Motivations for doing beauty/grooming treatments at home, by gender, 2023
                                            • Figure 44: Motivations for doing beauty/grooming treatments at home, by household income, 2023
                                          • Quality is key to drive salon services
                                            • Figure 45: Motivations for doing beauty/grooming treatments at salon, by gender, 2023
                                          • Older Asian consumers are particularly focused on quality
                                            • Figure 46: Motivations for doing beauty treatments at salon, by age, 2023
                                        • Sources of Beauty Information

                                          • Social media is critical, especially for reaching the young
                                            • Figure 47: Beauty/personal care information sources, 2023
                                          • Video tutorials can play a critical role in beauty education
                                            • Figure 48: “Brown Girl Friendly” Makeup Tutorial, 2023
                                          • Older Asian consumers rely on sampling and word-of-mouth
                                            • Figure 49: Beauty/personal care information sources, by gender and age, 2023
                                            • Figure 50: Sephora Lunar New Year Gift Set, 2023
                                          • Female beauty mavens rely on many sources
                                            • Figure 51: Beauty/personal care information sources, by beauty mavens and gender, 2023
                                          • Filipinos particularly engaged with researching beauty
                                            • Figure 52: Beauty/personal care information sources, by country of origin, 2023
                                        • Purchase Drivers

                                          • Product qualities such as ease, natural ingredients are most sought after
                                            • Figure 53: Beauty/personal care product purchase drivers, by gender, 2023
                                          • Country of origin impacts Asian consumers’ perspectives
                                            • Figure 54: Beauty/personal care product purchase drivers, by country of origin, 2023
                                            • Figure 55: Shaz & Kiks Eco-Friendly Initiative, 2023
                                          • Even beauty mavens look for simplicity in product application and use
                                            • Figure 56: Beauty/personal care product purchase drivers, by beauty mavens and gender, 2023
                                          • Easy, natural products from familiar brands have broad appeal
                                            • Figure 57: TURF Analysis – Beauty/personal care product purchase drivers for Asian women, 2023
                                            • Figure 58: TURF Analysis – Beauty/personal care product purchase drivers for Asian men, 2023
                                        • Attitudes toward At-home Beauty and Personal Care

                                          • “Prosumer” opportunity with Asian women
                                            • Figure 59: Attitudes toward at-home beauty/personal care – 1, by gender and age, 2023
                                          • Recruit female beauty mavens to act as brand ambassadors
                                            • Figure 60: Attitudes toward at-home beauty and personal care – 1, by beauty mavens and gender, 2023
                                          • Younger Asian beauty consumers feeling pressure from social media
                                            • Figure 61: Patrick Ta Beauty Tutorial ft. Gia Gunn, 2022
                                            • Figure 62: Attitudes toward at-home beauty and personal care – 2, by gender and age, 2023
                                            • Figure 63: Attitudes toward at-home beauty and personal care – 2, by beauty mavens and gender, 2023
                                        • Appendix – Data Sources and Abbreviations

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

                                                      • Figure 64: Total US sales and forecast of beauty and personal care, at current prices, 2018-28
                                                      • Figure 65: Total US sales and forecast of beauty and personal care, at inflation-adjusted prices, 2018-28
                                                  • Appendix – The Consumer

                                                    • TURF Analysis
                                                      • Methodology
                                                          • Figure 66: Table – TURF Analysis – Beauty/personal care product purchase drivers for Asian women, 2023
                                                          • Figure 67: Table – TURF Analysis – Beauty/personal care product purchase drivers for Asian men, 2023

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