Black beauty shoppers are seeing the runway in skincare and makeup – WWD
Despite the growing power of the black consumer, brands have yet to respond to it properly, according to new data.
A NielsenIQ report shows the growing size and momentum of the black beauty shopper, with spending power expected to reach $1.8 trillion in 2024. They’re also younger and seeing higher earnings in high-income households, the report adds.
“This is what America looks like,” said Anna Mayo, Beauty Vertical Client Director, NielsenIQ. “We’re seeing strong growth at all levels of this consumer, and they’re becoming a very dynamic force and driving the conversation forward.”
While haircare and fragrances did well, Mayo said skincare and makeup results show considerable scope for reaching black consumers more effectively.
“We still see a lot of gaps in skincare and cosmetics, either shade ranges aren’t represented or in terms of skincare products aren’t developed for their skin types,” said said Mayo. “There has been so much press and attention on black consumers and black-owned brands, and these shortcomings have surprised us. In haircare, brands have done a great job, but that same focus hasn’t been applied to skincare or cosmetics.
Here, five insights into the black beauty consumer in the United States
- Black purchasing power in the United States reached $1.4 trillion in 2020 and is expected to reach $1.8 trillion in 2024.
- The number of high-income households rose 26% among black consumers, compared to 19% in the United States as a whole.
- 54% of black consumers are under 35, compared to 46% of the total US population.
- The average black consumer spent an average of $284 on beauty and skincare products in the 52 weeks ending December 4. In contrast, the total US consumer spent $269.
- Spending on fragrances rose 60% among black consumers, and beauty as a whole rose 22% to $7.4 billion.