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Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
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The Beauty Path to Purchase

Stores Play a Central Role, While Social’s Influence Is Still Emerging

About This Report
Our primary research on US online beauty buyers shares insights into how consumers discover and purchase new beauty brands and products across channels.

Digital channels have redefined how beauty consumers discover and buy new products. Our exclusive research shows how the beauty path to purchase continues to evolve across physical stores and online. This deck will:

  • Share top insights from our November 2023 survey of US online beauty buyers, including how consumers discover new brands and products, what factors drive conversion, and where purchasing takes place.
  • Help readers understand the role of social media and social commerce in the beauty consumer journey.
  • Help brands and retailers meet the preferences of online beauty shoppers by generation.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Sky Canaves


Matteo Ceurvels
Senior Analyst
Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Blake Droesch
Donte Gibson
Senior Chart Editor
Vladimir Hanzlik
Executive Editor
Erika Huber
Line Editor
Na Li
Director, Primary Research
Emma Noyes
Graphic Designer, Data Visualization
Jennifer Pearson
VP, Research
Matt Torpey
Senior Chart Data Specialist
Ali Young
Senior Copy Editor
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