Description

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Beauty Devices 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

  • Skincare devices should be results-oriented and time-saving
  • Haircare devices should focus on hair health and luxe factors

Covered in this report

For the purposes of this report, Mintel has used the following
definitions:

  • Skincare devices such as cleansing systems, exfoliation
    systems, LED/laser treatments, hair removal devices and
    massagers/infusion systems
  • Hair appliances such as blow dryers, flat irons, curling irons
    and hot rollers

Hair accessories are excluded from this report

Expert analysis from a specialist in the field

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

Beauty devices find acceptance among most women, with broad use of hair appliances and strong interest in skincare devices. Hair appliances continue to struggle in the face of long replenishment cycles and preference for more natural-looking, healthy hair. Skincare devices continue to grow as technology fuels innovation and creates opportunity for women to get personalized, salon-quality treatments at home. Moving forward, Mintel expects the influence of smart technology to change the landscape of beauty device innovations along with women’s attitudes toward skin/hair treatments at home
Shannon Romanowski
Director of Research

Table of Contents

  1. Overview

    • What you need to know
    • Definition
  2. Executive Summary

    • Market overview
      • Figure 1: Usage of beauty devices – Any device (net), July 2019
    • Top takeaways
    • Skincare devices should be results-oriented and time-saving
      • Figure 2: Reasons for using skincare devices, July 2019
    • Haircare devices should focus on hair health and luxe factors
      • Figure 3: Attitudes toward hair appliances, July 2019
    • Key trends
    • Family/friends and social media inspire trial
      • Figure 4: Sources of inspiration, July 2019
    • Smart innovations cater to customized beauty trends
      • Figure 5: Trial and interest in beauty device innovations, July 2019
    • What’s next
  3. The Market – What You Need to Know

    • Beauty devices have broad reach
    • The luxe factor
    • Consumer confidence bodes well for discretionary spending
    • Targeting mature women offers path to growth
    • Strategically marketing to moms
    • Growth in female Hispanic population is favorable to market
  4. Market Perspective

    • Most women use beauty devices and there’s room for growth
      • Figure 6: Usage of beauty devices – Any (net), July 2019
    • Shifting preference from mass beauty devices to luxury brands
      • Figure 7: Usage of beauty products by brand type, May 2019
    • Communicating the luxe factor
      • Figure 8: Luxury indicators, May 2019
  5. Market Factors

    • Strong consumer confidence fuels market
      • Figure 9: Consumer Sentiment Index, January 2007-July 2019
    • Shifts in female population can influence market performance
      • Figure 10: US female population aged 18 or older, by age, 2014-24
      • Figure 11: Usage of beauty devices – Any use (net), by age, July 2019
    • Moms offer strong category engagement and opportunity
      • Figure 12: Usage of beauty devices – Any use (net), by parental status, July 2019
      • Figure 13: Share of births, by age of mother, 2017
    • Fast-growing Hispanic population drives skincare device usage
      • Figure 14: Female US population, by Hispanic origin, 2014-24
      • Figure 15: Usage of beauty devices – Any use (net), by Hispanic origin, July 2019
  6. Key Players – What You Need to Know

    • Social media creates buzz and awareness
    • Hair appliance sales continue to fall
    • Smart technology makes beauty devices personalized
  7. What’s Working

    • The influence of social media
      • Figure 16: Sources of inspiration, July 2019
  8. What’s Struggling

    • Hair appliance sales steadily decline in MULO channels
      • Figure 17: Select attitudes toward hair appliances, July 2019
    • The bright spot
      • Figure 18: Multi-outlet sales of hair appliances, by leading companies, rolling 52 weeks 2018 and 2019
  9. What to Watch

    • Beauty devices tap smart technology
    • Understanding microbiome: diagnosis can increase understanding and build trust
  10. The Consumer – What You Need to Know

    • Skincare devices benefit from strong user retention and broad interest
    • Women seek results-oriented skincare devices
    • Most women use hair appliances
    • Hair damage concerns are widespread
    • Mass retailers most popular among beauty device shoppers
    • Family/friends and professionals inspire women to try beauty devices
    • Interest in smart beauty devices is strong
  11. Skincare Device Usage

    • Opportunity for expansion in usage of skincare devices
      • Figure 19: Skincare device usage (Net), July 2019
    • Facial cleansing brushes offer broad appeal
      • Figure 20: Skincare device usage, July 2019
    • Younger women highly engaged; middle-age women offer opportunity
      • Figure 21: Select skincare device usage, by age, July 2019
    • Skincare devices find strong acceptance among moms
      • Figure 22: Select skincare device usage, by parental status, July 2019
    • Hispanics are key users of skincare beauty devices
      • Figure 23: Select skincare device usage, by Hispanic origin, July 2019
  12. Reasons for Using Skincare Devices

    • Targeted and long-lasting results drive skincare device use
      • Figure 24: Reasons for using skincare devices, July 2019
    • Young women use skincare devices as a DIY approach to skincare
      • Figure 25: Reasons for using skincare devices, by age, July 2019
    • Moms want instant results
      • Figure 26: Reasons for using skincare devices, by parental status, July 2019
    • Skincare devices must be effective and efficient
      • Figure 27: TURF analysis – Skincare device influencers, July 2019
      • Figure 28: Table – TURF analysis – Skincare device influencers, July 2019
    • Methodology
  13. Hair Appliance Usage

    • Near total penetration in use of haircare devices
      • Figure 29: Hair appliance usage, July 2019
    • Hot rollers: what’s old could be new again
      • Figure 30: Select hair appliance usage, by age, July 2019
    • Strong engagement among moms for all types of haircare devices
      • Figure 31: Select hair appliance usage, by parental status, July 2019
  14. Attitudes toward Hair Appliances

    • Hair damage is a significant concern
      • Figure 32: Attitudes toward hair appliances, July 2019
    • Younger women want to try before they buy
      • Figure 33: Attitudes toward hair appliances, by age, July 2019
    • Hispanics are willing to spend for high-end appliances
      • Figure 34: Attitudes toward hair appliances, by Hispanic origin, July 2019
  15. Retailers Shopped for Beauty Devices

    • Mass merchandisers attract largest constituency of buyers
      • Figure 35: Retailers shopped for beauty devices, July 2019
    • Older women less likely to recall their most recent retail purchase
      • Figure 36: Retailers shopped for skincare devices, by age, July 2019
      • Figure 37: Retailers shopped for haircare appliances, by age, July 2019
    • Hispanics are far more apt to shop beauty specialists
      • Figure 38: Retailers shopped for skincare devices, by Hispanic origin, July 2019
      • Figure 39: Retailers shopped for haircare appliances, by Hispanic origin, July 2019
  16. Sources of Inspiration

    • Family/friends and professionals are top inspirations
      • Figure 40: Sources of inspiration, July 2019
    • Social media inspires younger women to try new devices
      • Figure 41: Select sources of inspiration, by age, July 2019
    • Moms take to social media and online reviews for inspiration
      • Figure 42: Select sources of inspiration, by parental status, July 2019
    • Social media and brand websites have good reach among Hispanics
      • Figure 43: Select sources of inspiration, by Hispanic origin, July 2019
  17. Innovations in Beauty Devices

    • Smart innovations cater to customized beauty trends
      • Figure 44: Trial and interest in beauty device innovations, July 2019
    • Masks and smart features appeal to younger women
      • Figure 45: Trial and interest in select beauty device innovations, by age, July 2019
  18. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
    • Terms
  19. Appendix – Key Players

      • Figure 46: Multi-outlet sales of hair appliances, by leading companies and brands, rolling 52 weeks 2018 and 2019

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

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Data

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