Natural Makeup: Demographics
The majority of natural makeup users in North America are 18 – 25 years old and those over forty. 27% of African Americas use prestigious brands of makeup, while 14% of Hispanics do. Surprisingly, it is not predominantly only those with the highest income level that spend more on makeup.
- Two demographics make up the majority of the clean beauty base: younger millennials (18-25) concerned primarily with environmental impact and an older market (over 40) focused on health benefits.
- Assuming that the same percentage of people who use natural skin care products are purchasing natural makeup, and extrapolating from a 2017 survey, 67% of 18-29-year-olds, 59% of 30-59-year-olds, and 43% of 60 years and older use natural products.
- In those same age groups, 31% of 18 to 29 year-olds wear makeup daily, 41% of 30 to 59-year-olds also wear makeup every day, while only 35% of those 60 and older do.
- Sephora is the largest chain of makeup and skincare retailers in both Canada and the US. Forty-two per cent of 18-24 year-olds shop at Sephora, 31% of 25-34 year-olds, and 26% of 35-54 year-olds. Interestingly, when grouped by generation, 74% of millennials shop at Sephora.
- A 2019 study divided makeup users into three groups; niche cosmetics, mass consumer cosmetics and prestige cosmetics.
- Because both prestige and natural makeup have a higher price point, the assumption is the data from natural makeup relates to prestige makeup in the respondent's answers.
- If that is valid, twenty-seven per cent of African American women use prestige makeup brands, while 14% of Hispanics do.
- The survey also found that prestige cosmetics did not necessarily skew toward any income level.
- Analysis suggests that consumers "may view prestige cosmetics as splurges, making them highly desirable but limited additions to their makeup bags."
- Among American respondents, 66% would try new products from other brands if they were natural. Among Canadians, 57% of respondents said this.
- The percentile of men (31st) purchasing prestige cosmetics is higher than the other two categories.
- This fact is likely attributed to the fact that prestige lines specifically make products for — and target — men.
In order to obtain a suffiient quantity of data points to provide a valid and robust response, research used for this report includes both Canadian and American sources and surveys.