American customers often turn to “Big Box” retail stores, such as Walmart and Target, to purchase cosmetic products . In a 2016 survey, nearly 52 percent of respondents had bought cosmetic products at a Walmart or Walmart Supercenter in the United States. A large share of American consumers also turn to pharmacies, such as CVS, Walgreens, and Rite Aid to purchase cosmetics products, with about 58 percent of women surveyed in the U.S. shopping for health and beauty products at drug stores. A significant share of Americans also buy cosmetic products online, at department stores and in grocery stores.
In recent years, beauty box subscriptions have gained popularity among consumers in the United States. These subscription programs will mail the subscriber a package of pre-selected beauty products for a modest monthly fee, usually between ten to twenty U.S. dollars. The subscriber may report certain preferences to tailor the box to their specific tastes and needs, but for the most part the contents of the box will be unknown to the recipient. This service gives the consumer a chance to sample beauty products that they may not usually try on their own. As of May 2017, two of the most popular subscription services are Birchbox and Ipsy Glam Bag.
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