Black consumers are strongly engaged with beauty, so it is vitally important that brands to engage with and respond to consumer demands. Mintel’s US Black Beauty Consumer Report 2023 provides an analysis of the Black American Beauty Consumer, including purchase influencers, beauty routines, and BPC product usage habits.

Below, we’ve handpicked some key insights from the report, and provided an overview of the topic.

Key Issues Covered in this Report

  • Black consumers’ beauty routines.
  • Types of beauty products purchased by Black consumers and purchase influencers.
  • Implications of lifestyles on purchase influencers.
  • Where Black beauty consumers discover products.
  • In-home and out-of-home beauty services and treatments used and motivations for use.
  • Innovative products, marketing communication and opportunities to target Black beauty consumers.

US Black Beauty Consumer – Consumer overview

For Black consumers, finding the beauty routine that helps them maintain the look of health and vibrancy while also being affordable and uncomplicated is the mission. Many Black consumers are concerned with skin sensitivity and other skin issues, lending the bulk of their beauty routine focused primarily on haircare and skin moisturization. For that, Black consumers want products that are nourishing and also enhance their natural beauty.

Black consumers are leaning into social media as their primary point of discovery when it comes to beauty products and they are interested in video format which gives them a better idea of how consumers actually use and experience products.

To learn more about Black beauty consumers in the US, and how your brand can engage with this important consumer group, purchase Mintel’s full consumer report. Readers of this report may also be interested in Mintel’s US Black Haircare Market Report 2023.

More About this Report

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 multi-use 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

Expert Analysis from an Industry Specialist

This report, written by Courtney Rominiyi, a leading Multicultural Consumer Insights Analyst, delivers in-depth commentary and analysis to highlight current consumers trends in the US Black beauty market.

Beauty for Black consumers is simple. They want products that are accessible, affordable and effective for themselves and their families.

Courtney Rominiyi, Multicultural Consumer Insights AnalystCourtney Rominiyi
Multicultural Consumer Insights Analyst

Table of Contents

  1. Executive Summary

    • Key Issues Covered in this Report
  2. Consumer Insights

    • Consumer Fast Facts
    • Beauty routines
    • Graph 1: beauty routines, by gender, 2023
    • Graph 2: Black women – count of beauty steps, 2023
    • Graph 3: Black men – count of grooming steps, 2023
    • Graph 4: Black women’s attitudes toward beauty routine simplicity (any agree), by count of beauty routine steps, 2023
    • Graph 5: uses body lotion, by gender and age, 2023
    • Graph 6: uses fragrance, by gender and relationship status, 2023
    • Graph 7: removes body hair, by gender and relationship status, 2023
    • BPC brand type usage
    • Graph 8: BPC brand type usage – mostly natural brands, by gender and parental status, 2023
    • Purchase influencers
    • Graph 9: purchase influencers, by gender, 2023
    • Graph 10: Black womens’ purchase influencers, by generation, 2023
    • Graph 11: purchase influencers, by BPC brand type mostly used, 2023
    • Graph 12: motivations for at-home/out-of-home beauty treatments – convenience and time-savings, by household income, 2023
    • Graph 13: purchase influencers, by generation, 2023
    • Graph 14: safety for sensitive skin importance among women (any rank 1-3), 2023
    • Graph 15: purchase influencer – familiar brand, by employment status, 2023
    • Graph 16: beauty information sources, by employment status, 2023
    • Beauty services/treatments
    • Graph 17: beauty services/treatments in the past 12 months – in-home and out-of home, 2023
    • Graph 18: motivations for out-of-home beauty treatments – relaxation and pampering, 2023
    • Motivations for beauty services/treatments
    • Graph 19: motivations for at-home beauty treatments, 2023
    • Graph 20: motivations for out-of-home beauty services, 2023
    • Graph 21: Black women’s attitudes toward at-home and salon services – agree, 2023
    • Beauty information sources
    • Graph 22: research resources, by race/Hispanic origin, 2023
    • Graph 23: beauty information sources – YouTube and TikTok, by generation and gender, 2023
    • Graph 24: beauty information sources, 2023
    • Graph 25: online BPC product research, by race/Hispanic origin, 2023
    • Graph 26: attitudes toward BPC on social media, by race/Hispanic origin, 2023
    • Graph 27: beauty information sources – advertisements, by age, 2023
  3. Competitive Strategies

    • Launch Activity and Innovation
    • Marketing and Advertising
    • Opportunities
  4. The Market

    • Market Context
    • Black Consumers by the Numbers
    • Graph 28: Black and total population share, by age, 2023
    • Graph 29: female population, by Black and non-Black, 2018-28
    • Market Drivers
    • Graph 30: Consumer Price Index change from previous period, 2020-23
  5. Appendix

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