The State of Beauty and Personal Care

Consumers take a critical eye to their beauty and personal care purchases. Shoppers trying to save money are trading down for lower cost alternatives or putting off purchases altogether. Inflation isn’t solely to blame for the downturn in consumer shopping in this category. The prevalence of dupe culture online and consumers’ desire to try new products are also threats to brand loyalty. More budget-friendly mass beauty brands are reaping the benefits of those forces.

Based on survey interviews conducted monthly since October 2022 and Morning Consult Intelligence’s daily consumer survey, this report provides insight into how beauty and personal care shopper behaviors are changing over time.