Average monthly spend on online beauty products in the U.S. 2023

In 2023, 31 percent of digital buyers in the United States spent somewhere between one and fifty U.S. dollars per month on beauty products on average. Additionally, 27 percent reported that they spent around 51 to 100 U.S. dollars on said products online per month.

The pandemic’s impact on spending

Following the COVID-19 pandemic, U.S. consumers were buying more beauty products online. In both 2021 and 2022, around half of surveyed respondents bought more beauty products using the internet compared to before the pandemic. In 2022, though, fewer consumers than in 2020 reported changing their shopping behavior due to the global health crisis. In terms of income, the more a person earned in the United States, the more likely they were to buy more beauty goods in 2022 than pre-COVID.

Shopping habits

Upon starting the online shopping session for cosmetics, nearly 60 percent of U.S. consumers first visit beauty retailer websites, like ulta.com or sephora.com, while the second most-popular starting place was Amazon. While shopping online, it was most common for consumers to read ratings and reviews of products, with six in ten reporting doing so always as opposed to the one percent who never did so. Gen Z shoppers were the group reading product reviews the most often, at 76 percent.