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Frequency of makeup use among U.S. consumers 2017, by age

According to a May 2017 survey of American consumers, 41 percent of Americans between the ages of 30 and 59 years wear makeup on a daily basis, and 25 percent wear makeup several times per week.

Top cosmetics products in the United States

There are four main cosmetics segments in the United States: facial cosmetics, eye cosmetics, lip cosmetics, and nail cosmetics. Facial cosmetics, such as foundation and blush, generated the highest level of sales in 2018. Eye cosmetics, such as eyeliner and mascara, came in second place. When it comes to individual products, eyebrow cosmetics have become much more popular in recent years, with sales growth between 2017 and 2018.

U.S. cosmetics consumer behavior

In the United States, there are several major retailers dedicated to cosmetics retail, including Sephora, Ulta Beauty, and Sally’s Beauty. However, the vast majority of American women shop for cosmetics at drugstores, mass merchandisers, or online as opposed to a specialty store. In 2017, American consumers on average spent about 183 U.S. dollars on cosmetics, perfume and bath preparation products, up from 170 U.S. dollars in the previous year.

Frequency of makeup use among consumers in the United States as of May 2017, by age group

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Release date

June 2017


United States

Survey time period

May 5 to 22, 2017

Number of respondents

1,039 respondents

Age group

18-65 years

Special properties

Users of personal care and responsible for the purchase of personal care products for the household

Method of interview

Online survey

Supplementary notes

This question was phrased by the source as follows: "How often do you personally use decorative cosmetics (e.g. makeup, lipsticks, etc.)?"
Percentage points not equal to 100 percent are probably due to rounding.

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