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Cosmetics product purchase frequency of female U.S. consumers 2017, by ethnicity

According to a 2017 survey of women in the United States who have expressed an interest in beauty and/or cosmetics, 36 percent of white women typically purchase at least one makeup product once per month. The survey also found that 15 percent of Hispanic American women purchase makeup every day.

Mascara in the United States

Whether it’s for everyday use or reserved for special occasions, makeup and cosmetics are very popular among American women. As of October 2017, mascara had a penetration rate of over 60 percent in American households, meaning that over 60 percent of American women had purchased mascara. In 2018, L'Oréal Voluminous was the leading brand of mascara in the United States, generating sales of around 71.4 million U.S. dollars.

Beauty box subscription services

One of the hottest trends in the beauty industry is subscription boxes. The basic premise of these boxes is that for a monthly fee, a curated box containing an assortment of cosmetics or accessories will be mailed to the subscriber. The contents of the box are a mystery, but the total dollar value of the items in the box often exceeds the monthly fee. Beauty box subscriptions are a great way to try out new products that would not have otherwise crossed one’s path. Two of the most popular beauty boxes in the United States are Birchbox and Ipsy.

Frequency of purchasing makeup products according to consumers in the United States as of May 2017, by ethnicity

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Release date

June 2017


United States

Survey time period

May 16 to 18, 2017

Number of respondents

1,006 respondents

Age group

18 years and older

Special properties

who are interested in beauty and/or cosmetics

Method of interview

Online survey

Supplementary notes

This question was phrased by the source as follows: "How often do you purchase facial care products?".

Percentage points not equal to 100 percent are probably due to rounding.

An additional 14 respondents to the survey stated their ethnicity as other and 6 provided no information on their ethnicity.

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