Key Highlights

LGBTQIA+ Beauty Care Spending:  

• LGBTQIA+ community members and Allies spend almost equally in beauty products compared to their percentage of buyers. LGBTQIA+ members spend 9.6% of the dollars, while Allies spend 18.7%. 

• Both groups spend 18.2% of the dollars, which is almost equal to their percentage of buyers (9.5% for LGBTQIA+ members and 18.2% for Allies). 

• LGBTQIA+ community spends more on bath & shower, cosmetics and nails, hair care, and sun care.  

Strong Dollar Growth Categories:  

• LGBTQIA+ buyers are experiencing strong dollar growth in categories such as Bath Additives (Epsom Salts), Facial Skin Appliances, Lip Cosmetics (Nail Polish and Nail Polish Remover), Sunscreen (Self-Tanner), and Hair Spray (Electric Razor and Hair Growth Product). 

Brand Trust and Support:  

• LGBTQIA+ community members prioritize support for employees and communities over profits. 51% of LGBTQIA+ consumers are not too favorable or unfavorable towards large businesses compared to 35% for total US.  

Supporting LGBTQIA+ Owned Brands:  

LGBT-owned businesses contributed an estimated $1.7 trillion to the US economy.