Insights on high-spending make-up consumers in Great Britain

New insights from YouGov Profiles reveal that one in 10 British adults who use make-up have spent more than £100 on cosmetic products in the past three months (10%). This piece highlights the demographics of high-spending consumers and their attitudes toward beauty products, shedding light on purchasing behavior in the UK cosmetics market.

While women have traditionally been viewed as the primary consumers of make-up, the data suggests that young men are emerging as significant spenders. Among males aged 18-34, 29% have spent over £100 on cosmetics in the past three months, the highest proportion of any demographic group. This contrasts with 9% of women aged 18-34 who reported the same level of spending. Spending among older men declines with age, with 19% of men aged 35-54 and just 7% of men over 55 reaching the £100+ spending mark. Women aged 35-54 are slightly more likely to be high spenders than their younger counterparts, at 12%, but spending drops further among those 55 and older (5%).

Also read: Young men in Britain are embracing skincare more than ever

Looking briefly into the financials, one in five high-income earners (earning over 200% of the median income) have spent over £100 on make-up (20%), compared to 9% of middle-income earners and just 6% of lower-income earners. This suggests that disposable income is a crucial factor in purchasing premium beauty products.

Among those who identify as gay or lesbian, 12% reported spending over £100 on make-up, highlighting an audience that brands may wish to target with inclusive marketing and product offerings.

Beyond spending habits, the YouGov Profiles data also provides insight into the attitudes of high-spending consumers. Those who spent £100 or more on make-up in the past three months are far more brand-loyal than the general population. Nearly half (45%) of high-spending make-up users tend to stick to the same brand for all their products, compared to just 29% of all adults. However, a substantial portion of these consumers still mix and match, with 42% preferring to use different brands for different products, more than double the rate of the general population (20%).

Nearly a quarter (24%) of high-spending make-up users say they pay more attention to ingredients than to the brand itself, compared to only 7% of all adults. When it comes to seeking advice on cosmetics, 18% of high-spending make-up users prefer recommendations from friends and family over industry experts and beauty editors, a sentiment shared by just 6% of the general population.

Social media also plays a crucial role in shaping the preferences of high-spending make-up consumers. 16% follow cosmetic influencers to keep up with the latest trends, compared to just 3% of the general population.

Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for Great Britain is nationally representative and weighted by age, gender, education, region, and race.