Beauty and grooming is all about looking good and feeling good. Whether it’s brushing up on the latest makeup fad or perfecting that daily skincare routine, beauty buyers are constantly searching for the next big thing to spice up their look and keep up with the trends.
When it comes to online shopping, beauty brands need to make sure they’re just as trendy as their buyers. According to our research, beauty and grooming makes up around 20 percent of the online market – leaving room for companies to expand the category in a big way.
So, how can brands stay en vogue? In June 2020, we surveyed 500 Millennial and Gen Z buyers to get to the bottom of what drives them to buy, how they engage with brands, and how they find new products that inspire them. Here’s what we found.