U.S.: favorite beauty shopping channels by frequency 2023

According to the results of a recent survey conducted in the United States, about 87 percent of surveyed beauty enthusiasts stated that they mostly shop for beauty items through the in-store mass retailer channel. Amazon ranked second, with nearly 41 percent of participants saying that they often shop there for such products.

Favorite shopping channels among beauty enthusiasts in the United States in 2023, by purchase frequency

Characteristic	Often shop here	Sometimes shop here	Total
In-store mass retailer	54.2%	33%	87.1%
Amazon	40.7%	38.9%	79.6%
In-store beauty retailer	47.4%	32.1%	79.5%
Online mass retailer	41%	35.8%	76.8%
Drugstore	33.5%	42.6%	76.2%
Online beauty retailer	41.1%	32.8%	73.9%
Brand website	32.3%	39%	71.3%
Department store	26.2%	37.5%	63.7%
Beauty supply	22.7%	36.8%	59.5%
Online-only retailers	20.2%	29.5%	49.7%
Salon/Barbershop	14.6%	34.2%	48.7%
Derm or Medspa	16.7%	24.7%	41.4%
Social media	12.3%	23.6%	35.9%
Day spa	9.6%	20.5%	30.1%
TV shopping	9.4%	19.3%	28.6%

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Release date

October 2023

More information

Region

United States

Survey time period

2023

Number of respondents

1,250 respondents

Special properties

beauty enthusiasts

Supplementary notes

Only one response for each channel was allowed.
The source does not provide additional information on the respondents or the date of survey.

Percentage points exceeding 100 percent are probably due to rounding.

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