How Millennial Buying Habits are Changing the Beauty Industry

When it comes to expanding your beauty business or brand, tapping into the Millennial market is key. Men and women between the ages of 18 and 35 make up a huge portion of beauty consumers (Millennials now number 75.4 million, surpassing Baby Boomers by 0.5 million, according to recent reports), and the way they’re buying is changing. According to a survey conducted by Poshly, in collaboration with Perfect365 and the Bay Area Beauty Association, Millennials are unsurprisingly turning to the internet before purchasing products.

The survey, which included 175 women between the ages of 18-35, found that 78% of those surveyed would be more inclined to purchase makeup from a brand if they could see what it looks likes virtually on their face before purchasing it. Furthermore, 65% of those surveyed reported trusting the makeup recommendation of a makeup artist or beauty influencer on Instagram or YouTube over a salesperson in the store.

“Trust is a major factor for Millennials and who they trust is dramatically shifting from previous generations,” says Vickie Wei, director of corporate communications for Perfect365. “According to our research, 65% trust the makeup recommendation of a makeup artist or beauty influencer on Instagram or YouTube over a salesperson in the store, even if they've worked with them before. Re-establishing this trust will be key for in-store salespeople. Bridging the digital divide, and connecting with customers on digital platforms will be an important step.”

The shift towards the digital world will have major effects for beauty brands and professionals. For individual makeup artists and beauty professionals, it can be the key to expanding business.

Find more details and see the full report, HERE.