What ‘Natural Beauty’ Means to Millennials

The “natural” look resonates with American women—but what they say and how they look when they leave the house may not align, according to new research from Mintel.


As many as three in five women (59%) say that they prefer the “natural look,’ including 54% of Millennial beauty consumers (those 23 through 40 in 2017). Yet, while these Millennials are slightly less likely to prefer the natural look, they are more likely (71%) to actually wear a natural makeup look than female consumers overall (68% percent).


The majority of Millennial women report spending 20 minutes or less (59% vs 6% overall) on their regular beauty routine and one-fifth (18%) say their beauty routine consists of four or less steps. Usage of cosmetics products that are essential to the natural makeup look have been on the rise among younger consumers over the past five years. Indeed, nearly half (46%) of women aged 22-39 use eyebrow pencils today, up nine percent since 2011 (37%); four in five (79%) use mascara compared to 73% five years ago; and 77% of these consumers say they use lip care products compared to 73% who said the same in 2011.


But Mintel warns to not confuse the natural look with the no-makeup trend as nearly half (46%) of Millennial women say they feel more confident when they spend time on their appearance and 20% say they feel pressure to always look good. Despite these pressures, 40% of Millennial women agree that it’s okay to not always look your best and over one third (36%) say that their appearance is a form of self-expression, especially among younger Millennials (40%).


“Women of all ages are embracing their natural beauty, especially among America’s Millennial generation who are using color cosmetics to enhance their features in order to look like the best version of themselves. Brands have an opportunity to promote themes of self-expression and embracing natural beauty in product marketing in order to reach this active and engaged consumer market. Short beauty routines underscore that Millennials are strapped for time and emphasize efficiency, highlighting the importance of products that can be applied quickly and easily, as well as those that can multitask,” said Margie Nanninga, beauty and personal care analyst at Mintel.


Mintel research indicates that Millennials are results-driven in their beauty routines as beauty consumers in this generation are most likely to prioritize products that provide good results (58%) and to purchase products based on their benefits (43%). Further highlighting trends toward simplicity, two in five Millennial beauty consumers also look for products that are easy to use.


Younger adults seem to be more experimental and adventurous when it comes to nature-based ingredients in their beauty and personal care products. Mintel research highlights that female skin care consumers aged 18-34 are more likely than female consumers overall to be interested in skin care products containing ingredients such as seaweed (52% vs 42% overall), ginseng (48% vs 37% overall), sandalwood (29% vs 23% overall) and fermented ingredients (28% vs 19% overall).


“Today’s trending skin care ingredients are nature-based, further highlighting consumer interest in natural and gentle ingredients. Beauty and personal care brands would do well to focus on natural offerings as a way to differentiate in a saturated market. Products that have clear, straightforward packaging that highlight the natural ingredients will help set the product apart and help push beauty and personal care consumers out of their comfort zones,” said Nanninga.


More info: www.mintel.com