Makeup and Beauty Report 2020

ThinkNow's Makeup and Beauty Report 2020 surveys the value of Cosmetics companies and products from Hispanics in the United States and where they have been buying them for the past six months.

About 62 percent of Hispanics surveyed had purchased cosmetics or beauty products in the past six months (as of late July 2020). Eighty-three percent of these respondents reported that the products they bought provided a variety of skin tones to some extent or very important. Eight out of 10 respondents also said that products that offer multiple solutions are important, at least to some extent.

The same number of respondents also paid some attention to cosmetics that use organic/natural ingredients (75 per cent), brands committed to diversity and inclusion (75 per cent) and environmentally conscious (74 per cent).

While non-Hispanic whites surveyed also said that cosmetics offer a variety of solutions (78 percent) and color diversity (77 percent), few think the brands they buy are committed to diversity and inclusion (63 percent).

The Integer Group is finding that more and more beauty shoppers are turning to stores and e-commerce sites such as Sephora, Ulta and Morphe to meet their cosmetic needs. The same seems to be true of Hispanic beauty/cosmetics shoppers, according to ThinkNow. In the past six months, most people have shops (46 per cent) and specialty stores (45 per cent) and pharmacies (44 per cent) for cosmetics.

When it comes to obtaining information about beauty/cosmetic brands or products, while shoppers tend to seek product information from friends and family, Hispanic beauty shoppers are slightly less likely to turn to friends (42 percent) or family (34 percent) for help than online searches (51 percent).