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Regular make-up users are significantly more ad-attentive, especially to digital ads, says YouGov.
December 16, 2025
By: Lianna Albrizio
Associate Editor
This holiday shopping season, makeup users are significantly more ad-attentive, especially to online ads, per a new report from YouGov.
Beauty consumers buy across nearly every personal care category, and the UK-based internet market research and data analytics firm notices a wider range of ads than the average American, making them a high-value audience for end-of-year campaigns.
New findings show regular makeup users are significantly more ad-attentive, especially to online ads with 58% versus 52% nationally; with TV at 47% versus 43%; in-store promotions at 26% versus 23%; and direct mail, 23% versus 18%.
Their purchasing extends across nearly every major beauty and personal care category — from shampoo and deodorant to skincare, fragrance and haircare.
They dramatically over-index in category-specific items, including facial care (65% versus 39%); cleansers at 62% versus 36%; and makeup at 86% versus 34%.
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