Voice of the Consumer: Beauty Survey 2022 Key Highlights

November 2022

This visual report highlights the results of Euromonitor International’s 2022 Voice of the Consumer: Beauty Survey, including the everyday beauty and personal care habits and attitudes of global consumers.

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This report comes in PPT.

Key findings

Cost increases across beauty products are impacting typical consumer spending behaviour

The survey data shows that global beauty consumers are spending more on the same personal care and cosmetic products than two years ago. The rise of inflation is driving up the cost of producing beauty products and resulting in higher product prices. Some consumers are also opting to spend their savings on luxury cosmetics as a form of self-treat.

Consumers are looking for products that fight the signs of ageing

Skin care users prefer products containing ingredients with moisturising benefits. Sun damage to the overall skin health and contribution to premature ageing is also considered. More and more consumers are seeking products with additional suncreen properties.

Hair volume is a concern to almost one third of global consumers, with increases in hair loss treatment

Across hair care categories, consumers are looking for products that help to maintain hair volume and fight hair damage and signs of ageing hair. There is a growing demand among all age segments for hair loss treatment products.

Most consumers opt for  natural and barely-there make-up for their daily style

Natural looks are thriving among a majority of the consumers for everyday make-up. More than half of colour cosmetic users wear light or bare make-up for casual occasions and use only one cosmetic product per week. Bolder make-up is more popular among Millennials than other generations for day-to-day looks.

Clean beauty is preferred not only on the face, but also on labels

In 2022, consumers expect clear answers on how their everyday products are produced. Consumers are becoming more consicious about ethical sourcing and environmental impact. One quarter of respondents expect their product labels to be clean and transparent.

Key findings
Consumers spend ing more on beauty in 2022
Shopping for skin care products in 2022
Shopping for hair care products in 2022
Shopping for colour cosmetics products in 2022
Emphasis on hydrating ingredients
Focus on prematurely aging skin
One third do not feel a need to include sunscreen into their daily skin care routine
Previous experience with products is influen t ial when it comes to skin care brands
The importance of hand sanitising has not dramatically declined in post-pandemic routines
Anti-ag e ing hair treatments are eye - catching for consumers
Hair loss treatments are growing in demand across all ages of consumers
Health-conscious consumers seek natural ingredients in daily hair care
Beauty salon occupancy is back for hair treatments
Barely-there make-up for casual days
Minimalism in the everyday cosmetics bag
C onsumers are eager to know more about their products
Growing attention to make-up tools
Unique features of Euromonitor’s Beauty Survey
Extensive coverage of beauty routines and purchases across 40 products
Detailed questions covering each step in the path to purchase
Questions exploring how consumers perceive 700+ beauty brands
Who we surveyed and what we asked
Country coverage: 20 markets surveyed
Range of research applications
Information about Euromonitor’s syndicated survey methods
Beauty Survey: FAQs

Beauty and Personal Care

This is the aggregation of baby and child-specific products, bath & shower, deodorants, hair care, colour cosmetics, men's grooming, oral hygiene, fragrances, skin care, depilatories and sun care. Black market sales and travel retail are excluded.

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