A Shifting Landscape in Black Beauty Spending
Black beauty consumers continue to shape the U.S. beauty landscape through both cultural influence and purchasing power. Overall beauty spending among Black consumers grew 9%, reaching $16.2 billion in the past year. However, this growth is lagging behind the total U.S. beauty market.
Economic pressures—including the lingering effects of the federal government shutdown—slowed momentum, especially in categories where consumers often struggle to find products that meet their needs.
Despite this, several core segments remain resilient.
Fragrance and hand & body lotion continue to deliver growth and maintain momentum even as other categories soften.
Where Self-Expression and Care Drive Category Strength
Within total beauty and personal care, Black consumers represent 12.8% of dollar sales and 13.1% of buyers. But a closer look at category behavior reveals several areas where Black consumers continue to over-index—particularly categories grounded in self-expression, sensory indulgence, and holistic care.
Leading categories include:
- Fragrance (perfumes, body sprays, premium scents)
- Bath & shower (artisanal soaps, shower accessories)
- Body care (targeted solutions such as eczema, stretch marks, and intensive hydration formulas)
Luxe beauty is an especially fast-growing space, with many of the top accelerating products in premium fragrance, skincare, and cosmetics. Ingredient preferences are evolving too: while staples like shea butter remain foundational, consumers are increasingly drawn to emerging “new naturals” such as argan oil, eucalyptus oil, and a wider range of botanicals. This shift signals an openness to both natural innovation and clinical-grade actives.
Digital Fluency Reshapes How Black Consumers Shop Beauty
Black beauty consumers are among the most digitally engaged shopper groups in the market. Nearly half of beauty spending from Black households now occurs online, fueled by platforms such as:
- Amazon
- TikTok Shop
- Specialty e-commerce beauty retailers
Still, brick and mortar remains essential—especially for sensorial, tactile categories like bath and body. In these areas, in-store engagement outpaces the market.
Generational dynamics add another layer of nuance:
- Gen X is driving much of the dollar growth
- Gen Z leans toward social-first discovery with nontraditional retail paths
Across all age groups, Sephora and Dollar stores continue to attract above-average spend per buyer, underscoring the importance of both premium and value-oriented retail formats.
Broader Cultural Trends Converge with Beauty Behaviors
Beauty behaviors among Black consumers mirror—and amplify—broader cultural and economic priorities. Increasingly, Black consumers are guided by:
- Authenticity and representation
- Digital empowerment
- Values driven commerce
- Holistic wellbeing
Economic pressures—including the lingering effects of the federal government shutdown—slowed momentum, especially in categories where consumers often struggle to find products that meet their needs. These priorities directly shape how they discover, evaluate, and purchase beauty. A highly connected digital footprint fuels rapid shifts toward social commerce, AI supported shopping, and heightened ingredient literacy.
Representation continues to be a powerful motivator: brands that reflect cultural identity, address diverse skin and hair needs, and invest meaningfully in communities earn greater loyalty.
According to recent survey findings, 60% of Black consumers say it is important that a product or service be customized to their needs. Beauty is one of the most vivid expressions of this expectation—revealing a consumer who is discerning, expressive, digitally fluent, and deeply guided by cultural resonance and personal care.
Unlock more insights on the Black beauty consumer
Discuss what this means for your business
Sign up for the Beauty Newsletter
Gain a competitive edge with data-driven industry insights and consumer trends data.
