The Power Of Black Beauty Consumers + Why Black Beauty Brands Are Necessary

Where Black Shoppers Spend Their Money

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In addition to learning that Black shoppers spend hundreds of millions of dollars every year on hair and skincare products, here’s what else we learned:

• Almost all ethnic hair + beauty product consumers are Black. Almost all. Ninety percent to be exact. Brands making products in these categories would be well advised to make sure a significant amount of their advertising is focusing on this group of consumers.
• Black men love toiletries. In fact, they spend 20 percent more on toiletries than the rest of the general population. And Black shoppers as a group spend roughly $127 million per year on grooming aids.
• Black women will travel for good makeup. Black shoppers travel 17 percent further than non-Black shoppers to find a cosmetic store with an expert on Black beauty behind the counter. Heads up to brands: put retail associates who are experienced with Black beauty products behind your counters.