Overview

Representations across ethnic groups includes a wide variety of women with very specific motivations and shopping behaviors. Race issues aren’t so black and white. Latine, Asian, East Asian, African, Carribean, Middle Eastern, South Asian, Native American and Eastern European women face similar issues when shopping for skincare, haircare and beauty.

In 2021, we surveyed over +1,500 women across a variety of subjects and topics to better understand WOC and their consumer behavior, preferences and motivations around beauty. The statistics below are findings from various surveys we conducted.

Did you know?

Purchase Frequency

• 40% of women of color are shopping forbeauty products on a monthly basis.

Average Spending

• 51% of women shopping on a monthly basis spend between $25 - $75 on skincare, haircare and beauty products.

WOC lead in subscription services

• 74% of WOC are currently using subscription boxes to discover new products, as opposed to 70% of Americans (16 Best).

European Ethnic Associations

• Some Eastern European women self-identify as women of color (representing 4.2% of women surveyed).

Shared Cultural Terminology

• Terms such as "kinky", "thick" and "textured" are also used by women of Asian descent.

Multi-Cultural Complexions

• Issues around varied or multiple skin tones plague women across various ethnicities. Hyperpigmentation was a top keyword across all ethnic groups.

Not so fast TikTok

• Women with the greatest spending power, ages 30+, continue to leverage YouTube and Instagram as their primary source of beauty information.

4 Big Ideas

1. WOC Have Priorities! WOC are spending on beauty, self-care and wellness.

2. WOC are community centric.

3. WOC have social preferences.

4. WOC are seeking representation.

Watch your inbox for survey opportunities from brand partners, where we can learn more about preferences for WOC, and products we love!