The survey highlighted the growing importance of self-care, self-expression, and community in the beauty and wellness industry as consumers enter 2025. The online survey of 1,849 US respondents aged 18+ was conducted in September 2024.
Beauty as a source of joy and self-expression
According to the report, “approximately three in four respondents (74%) prioritize self-care and wellness in their beauty rituals, with younger generations leading the charge.”
Additionally, nearly half of consumers (46%) use beauty products as a way to bring joy into their lives, while 34% view beauty routines as a means of self-expression, the company’s press release confirmed, with Gen Z respondents leading this trend: 52% reported using beauty products to showcase different aspects of their identities and styles, followed by Millennials at 48%.
Bread Financial reported that skin care remains a key component of beauty rituals, with 38% of respondents emphasizing evening skin care routines to unwind. “Fifty-two percent of consumers find relaxation through soothing practices such as face masks or bath soaks, with Gen Z (62%) and Millennials (60%) particularly valuing these self-care moments,” according to the survey results.
The role of community in beauty trends
Social interactions play an increasing role in shaping beauty behaviors, with “nearly half of respondents (47%) looking to friends for beauty and grooming advice.” The survey also found that nearly one-third (29%) of consumers, especially Gen Z (43%), derive joy from getting ready with friends, transforming beauty routines into social bonding experiences.
“We’re excited to see younger generations redefining beauty as a source of joy and connection,” said Kelly Mahoney, senior vice president of customer and growth marketing at Ulta Beauty, in Bread Financial’s press release.
“Our research reveals that consumers, especially Gen Z and Millennials, find happiness in shared beauty experiences, from collaborative beauty rituals among friends to discovering the latest trends together.”
Men’s growing investment in beauty
The survey also highlighted growing engagement in beauty and grooming by male consumers in the US. “Men are spending more than women on beauty and grooming products, with an average monthly spend of ~$90 on personal care and grooming products compared to women’s spend of ~$80,” the report found.
The survey confirmed that hair care, skin care, bath and body products, and fragrances are among the top beauty categories for men.
“Despite economic uncertainty, beauty spending remains resilient, particularly among Gen Z and Millennials, and men, who are outpacing women in their beauty and grooming purchases,” Valerie Greer, COO of Bread Financial explained in a press release.
“As we head into the new year, our research indicates that consumers will be particularly focused on value, including redeemable rewards and offers, to make the most of their beauty budgets.”
Payment solutions and value-driven shopping
With a focus on value, the survey found that “65% of shoppers plan to leverage sales and deals, and 37% look to redeem points and rewards.” Speaking with CosmeticsDesign, Greer said that beauty brands and retailers looking to appeal to budget-conscious US consumers should enhance “customer loyalty and retention by offering flexible financing and rewards-driven programs, aligning with consumer preferences for value and convenience.
“By combining seamless payment solutions with value-driven promotions, retailers can build stronger connections with beauty consumers, encouraging long-term engagement and brand loyalty.”
She also emphasized the importance of personalization in financing experiences, sharing that “our State of the American Shopper study found that customers will choose the payment method that makes the most sense for them at the moment of purchase.”
In light of this finding, Greer recommended “offering a variety of options for payment,” which can ensure “retailers and brands can meet more of their customers’ needs in their channel of choice – while helping avoid shopping cart abandonment.”
The future of beauty: Community, digital innovation, and personalization
“Social media is crucial in shaping beauty trends, with 29% of consumers seeking beauty tips on YouTube, followed by TikTok at 22% and Instagram at 19%,” according to the survey.
As features like livestream shopping and AI-assisted digital beauty tools continue to become more mainstream throughout the beauty shopping experience, consumers are growing and expect increased interactivity and engagement to convert purchases.
Looking ahead to 2025 and beyond, Greer told us that beauty “brands focusing on authenticity, inclusivity, and innovation will make the most significant impact.”
She also noted that “directly engaging consumers via social commerce, building brand communities, and providing hyper-personalized experiences can foster lasting connections,” and emphasized “incorporating flexible payment methods and rewards programs that improve accessibility and value.”
