Quora Insights

Beauty & Personal Care Market Trends & Quora Audience Insights

The beauty and personal care market is growing rapidly, surpassing $550 billion in 2022. Propelled by increasing consumer demand for personalized products, advancements in beautytech, and the proliferation of influencers, the industry’s ad spend is following suit. But who are these beauty and personal care buyers, and how do we reach them? Keep reading for a market overview, audience statistics, and how Quora Ads can get your message in front of the right visitors.

Global beauty & personal care market stats & trends

The global beauty and personal care market, valued at $552.60 billion in 2022, is projected to reach $750.53 billion by 2032, according to Inkwood Research

Despite the global recession and looming pressure of inflation, the beauty and personal care market remained resilient in 2023, generating a projected $625.70 billion in revenue, per Statista. The market will continue to grow 3.32% annually through2028. In terms of individual markets, the United States leads the world in beauty & personal care revenue generation, fueled by consumers’ commitment to organic and natural products.

Online sales are poised to play a pivotal role in the industry’s continued growth, contributing a substantial 17.7% of the total revenue in 2023. This shift towards digital platforms reflects the industry’s adaptability to meet consumers’ changing preferences and the convenience of online shopping.

$98 Billion

US beauty & personal care revenue in 2023

17.7%

of beauty & personal care revenue came from online sales in 2023

$81.42

Global beauty & personal care revenue per person in 2023

Beauty & personal care advertising market outlook 

Global advertising spend in the beauty and personal care industry has been on a notable upward trajectory, reflecting a robust return to consumer spending habits and the increased competition among brands for market share.

Driven by a combination of digital transformation, influencer marketing, and a surge in e-commerce, beauty and personal care brands are allocating substantial budgets to not only expand their presence in traditional advertising mediums such as television and print, but also double down on digital channels, where targeted advertising and analytics enable them to reach specific demographics with precision. 

$7.7 Billion

Beauty ad spend worldwide

L'Oreal

leads cosmetics and personal care brands in ad spend, investing $3.04 billion in US advertising in 2022

2.5

Number of digital ad channels used by beauty retailers globally

As consumers increasingly value authenticity and personal experience over direct brand advertisements, beauty advertisers are adapting their strategies. In fact, industry giant Estée Lauder shifted 75% of its marketing budget to influencers as of 2019. In addition to influencers, consumers trust unbiased product reviews. A recent study by Vettesse, reported women found third-party reviews to be the most trustworthy source when evaluating beauty products.

59%

of beauty shoppers seek third-party reviews before buying a product

46%

of Americans say social media has influenced them to spend more on beauty

60%

of YouTube beauty content views are generated by influencers

Beauty & personal care advertising digital trends

The beauty and personal care sectors are witnessing significant transformations driven by the adoption of digital technologies and changing consumer preferences. 

Below are some key trends to look out for:

Video content dominance

  • The proliferation of video platforms like YouTube and Instagram has made video content a cornerstone of digital marketing in the beauty industry.
  • Brands are leveraging this format for deeper engagement, utilizing tutorials, product demonstrations, and before-and-after transformations to captivate audiences.
  • Live streaming has emerged as a powerful way for beauty experts to interact with consumers in real-time, providing a platform for Q&A sessions, and live demonstrations.

Augmented reality (AR) innovations

  • AR technology is revolutionizing the online shopping experience, particularly for beauty products where color match and style suitability are essential.
  • Virtual try-on apps and AR filters allow customers to preview makeup and hair colors on themselves, reducing the hesitation in purchasing beauty products online.
  • This technology enhances customer satisfaction and reduces return rates by facilitating informed purchasing decisions.

Sustainability and clean beauty

  • There is an increasing consumer demand for sustainable and eco-friendly products, with a focus on reducing waste and avoiding harmful chemicals.
  • Brands are responding by highlighting their use of natural ingredients, eco-friendly packaging, and ethical sourcing practices.
  • Transparency in product ingredients and production processes is becoming a key factor in consumer decision-making.

Inclusivity and diversity

  • The beauty industry is embracing inclusivity, expanding product lines to serve a variety of skin tones and hair textures, reflecting diverse ethnic backgrounds.
  • Brands are broadening their shade options and formulating products tailored for different hair types to meet the needs of a diverse customer base.
  • Marketing campaigns within the industry now frequently feature models from a wide array of backgrounds, responding to the increasing consumer demand for representation and inclusivity.

Data-driven personalization

  • The use of data analytics allows brands to offer tailored recommendations to individual customers, enhancing the shopping experience.
  • Personalized marketing campaigns are more effective as they are based on consumer behavior, preferences, and purchase history.
  • Customized skincare and haircare routines developed through AI algorithms are gaining popularity, offering bespoke solutions for users.

Influencer collaborations

  • Influencers and beauty experts continue to play a pivotal role in shaping consumer preferences and trends.
  • Collaborations with influencers allow brands to tap into established communities and gain credibility among potential customers.
  • Exclusive product lines developed with influencers can drive excitement and sales for beauty brands.

Interactive storytelling

  • Brands are adopting narrative-driven content to tell compelling stories that resonate with their audience, often highlighting brand values and user experiences.
  • Storytelling is used to build an emotional connection with consumers, making brands more memorable and relatable.
  • Interactive features such as polls, quizzes, and user-generated content campaigns encourage consumer participation and engagement.

Health and wellness benefits

  • The distinction between beauty, personal care, and health industries is fading as a holistic approach to wellness gains prominence.
  • Skincare products are now designed with a dual focus on enhancing appearance and promoting underlying skin health.
  • There’s a growing trend in incorporating beneficial ingredients like vitamins, supplements, and probiotics into products targeting skin and hair care.

Health & Wellness Trends 

Consumers have made a major shift towards a more personalized approach to their well-being fueled by advancements in wearables and healthtech. Get to know Quora’s global audience of health-conscious consumers and how to get your brand’s message in front of them. 

Beauty & personal care advertising on Quora

Quora is a strategic platform for beauty supply brands seeking both scale and conversions, by offering an environment ripe for targeted advertising within specialized discussions. The platform’s Q&A format is uniquely suited for brands to deliver authentically crafted messages that resonate with an engaged audience seeking guidance on everything from skin care routine steps to hair transformations. 

Active engagement on Quora not only builds brand trust but also allows for the seamless integration of skincare and hair care ads that blend effortlessly with user-generated content, ensuring a meaningful and unobtrusive advertising experience.

Popular beauty & personal care topics on Quora

Beauty

817.5K Followers

Makeup

451.3K Followers

Skin Care

1.5M Followers

Hair Care

988.6K Followers

Hair

1.6M Followers

Personal Grooming

225.5K Followers

Beauty Tips

241.3K Followers

Makeup Techniques

90.9K Followers

Popular beauty & personal care questions on Quora

Best beauty & personal care ad formats on Quora

Beauty and personal care advertisers on Quora can captivate their audience through three distinct ad formats: Video Ads, Native Ads, and Image Ads. Showcase transformative makeovers through video, establish brand authority by providing insightful answers to common beauty queries, and highlight your products’ allure through high-definition images.

Video Ads

These ads offer an interactive and dynamic way to illustrate the transformative power of beauty products, with real-time demonstrations of cosmetic makeovers, hair transformations, and skin care routines, all while offering transparency and building consumer trust.

Native Ads

With Quora’s question-and-answer format, native content ads like Promoted Answers provide a direct route to address consumers’ questions, positioning brands as credible sources of expertise within the industry. These ads are an opportunity to supply thoughtful, well-researched content that can build brand authority and offer more authentic and engaging experience than traditional advertising.

Quora Ads in Action: Allies of Skin

Thought leadership through authentic Promoted Answers

Allies of Skin leverages Quora’s Promoted Answers to provide expert skincare insights while subtly showcasing their science-backed products to a community of engaged and informed beauty enthusiasts

Image Ads

Image ads complement the informational nature of Quora with striking visual elements that capture the essence of beauty and personal care products, enticing users to learn more about their offerings.

Get your brand’s message in front of over 400 million monthly unique visitors on Quora.

Quora’s global beauty & personal care audience stats

US

Quora’s authentic conversations make it ideal for beauty and personal care brands to build authority and trust. Active participation showcases expertise, fosters transparency, and addresses user queries, crucial among this discerning audience. As brands contribute to Quora, they can establish trust and foster long-term loyalty.

Beauty & personal care related content views on Quora in the US

A recent Global Web Index survey found that 35% of Quora users are interested in beauty and cosmetics. 

Quora users in the US are…

71%

more likely to buy luxury hair care products

68%

more likely to buy luxury skin care products

43%

more likely to buy luxury makeup products

45%

Conditioner

38%

Regular shampoo

37%

Anti-dandruff shampoo

20%

Oil

14%

Gel

Get your brand’s message in front of 147 million monthly unique visitors on Quora in the US.

APAC

India

Beauty & personal care related content views on Quora in India

19%

buy luxury hair care products

24%

buy luxury skin care products

Skin care products used in the last week (% of Quora users):

34%

Body moisturizer

27%

Suncream

25%

Hand cream / lotion

21%

Facial moisturizer

21%

Body oil

Hair care products used in the last week (% of Quora users):

45%

Conditioner

38%

Regular shampoo

37%

Anti-dandruff shampoo

20%

Oil

14%

Gel

Get your brand’s message in front of 100 million monthly unique visitors on Quora in India.

Europe

Beauty & personal care related content views on Quora in Europe

31%

of Quora users are interested in beauty and cosmetics

Skin care products used in the last week (% of Quora users):

29%

Body moisturizer

25%

Hand cream / lotion

23%

Facial cleanser/toner

21%

Facial moisturizer (non-spf)

19%

Shaving cream

Hair care products used in the last week (% of Quora users):

39%

Conditioner

43%

Regular shampoo

21%

Anti-dandruff shampoo

9%

Dry shampoo

9%

Spray

Get your brand’s message in front of 100 million monthly unique visitors on Quora in India.

Southeast Asia

Views on conversations related to skincare and haircare on Quora in Southeast Asia

A recent Global Web Index survey found that 47% of Quora users are interested in beauty and cosmetics. 

The survey further revealed interesting insights about Quora users’ purchase behaviour when it comes to buying beauty products.

Quora users are…

148%

more likely to buy luxury hair care products

8%

more likely to buy luxury skin care products

7%

more likely to buy luxury makeup products

Skin care products used in the last week (% of Quora users):

45%

Facial cleanser / toner

35%

Suncream

39%

Hand cream / lotion

37%

Facial moisturizer (SPF)

32%

Body moisturizer

Hair care products used in the last week (% of Quora users):

49%

Conditioner

49%

Anti-dandruff shampoo

51%

Regular shampoo

13%

Anti-frizz shampoo

10%

Gel

Get your brand’s message in front of 100 million monthly unique visitors on Quora in India.

Australia and New Zealand

Views on conversations related to skincare and haircare on Quora in Australia and New Zealand

A recent Global Web Index survey found that 32% of Quora users are interested in beauty and cosmetics. 

The survey further revealed interesting insights about Quora users’ purchase behaviour when it comes to buying beauty products.

Quora users are…

44%

more likely to buy luxury hair care products

71%

more likely to buy luxury makeup products

Skin care products used in the last week (% of Quora users):

26%

Facial cleanser / toner

27%

Shaving cream

26%

Hand cream / lotion

25%

Facial moisturizer (SPF)

36%

Body moisturizer

Hair care products used in the last week (% of Quora users):

54%

Conditioner

23%

Anti-dandruff shampoo

50%

Regular shampoo

11%

Dry shampoo

10%

Straighteners 

Get your brand’s message in front of 100 million monthly unique visitors on Quora in India.

Middle East

Beauty & personal care related content views on Quora in the Middle East

19%

buy luxury hair care products

24%

buy luxury skin care products

Skin care products used in the last week (% of Quora users):

23%

Body moisturizer

22%

Suncream

22%

Hand cream / lotion

18%

Foot cream / lotion

17%

Shaving cream

Hair care products used in the last week (% of Quora users):

31%

Conditioner

30%

Anti-dandruff shampoo

27%

Regular shampoo

13%

Oil

13%

Volumizing shampoo

Get your brand’s message in front of 10 million monthly unique visitors on Quora in the Middle East.

Achieve stunning transformations with Quora Ads

The beauty and personal care industry is blossoming, and the moment has never been better to distinguish your brand. Quora offers customized advertising strategies that introduce you to an audience deeply interested in beauty and self-care, eager to interact and discover new products. Seize this chance to amplify your brand’s visibility and influence the dialogue within the beauty and personal care sector. Begin your advertising journey on Quora now and secure a competitive advantage.

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