Whether an everyday or special occasion makeup look, it seems Hispanic women who perform a beauty routine are more likely to experiment and adopt multiple steps into their routines, with two thirds (66%) saying they create complex makeup looks, compared to 51% of US women overall. When it comes to the latest beauty trends, America’s multicultural women seem to be the most enthusiastic. Hispanic women who perform a beauty routine are more likely to be interested in multi-purpose beauty products (49% vs 41% women overall), in-shower body products (36% vs 27% women overall) and online beauty tools (31% vs 16% women overall).
Meanwhile, Black women are more likely to be interested in trends surrounding natural beauty products (64% vs 45% women overall).
While the majority (45%) of women who participate in a beauty routine say natural beauty is the trend that interests them the most, Mintel research shows that certain trends are ripe for growth in the US market, including beauty devices.
“It's an exciting time for multicultural beauty in America as more and more brands are developing products to fit the unique interests and needs of multicultural consumers. The increasing diversity of the country bodes well for the beauty industry. Our research shows that Hispanic and Black women, in particular, tend to be more engaged with beauty trends and more experimental with their beauty routines. With new launches from brands like Fenty Beauty, Kylie Cosmetics and FORM that offer more options for varying skin tones and hair types, there is opportunity for product usage to grow. Custom-blended beauty products is one area in particular that shows promise as these products resonate with women who may find it difficult to match their skin color and undertones or find the right products for their hair texture,” said Multicultural Analyst Toya Mitchell of Mintel.