Asian American Beauty Consumer Market Report 2023

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 Analyst – BPC