Cosmetics product purchase frequency of female U.S. consumers 2017, by ethnicity

According to a 2017 survey of women in the United States who have expressed an interest in beauty and/or cosmetics, 36 percent of white women typically purchase at least one makeup product once per month. The survey also found that 15 percent of Hispanic American women purchase makeup every day.

Mascara in the United States

Whether it’s for everyday use or reserved for special occasions, makeup and cosmetics are very popular among American women. As of October 2017, mascara had a penetration rate of over 60 percent in American households, meaning that over 60 percent of American women had purchased mascara. In 2018, L'Oréal Voluminous was the leading brand of mascara in the United States, generating sales of around 71.4 million U.S. dollars.

Beauty box subscription services

One of the hottest trends in the beauty industry is subscription boxes. The basic premise of these boxes is that for a monthly fee, a curated box containing an assortment of cosmetics or accessories will be mailed to the subscriber. The contents of the box are a mystery, but the total dollar value of the items in the box often exceeds the monthly fee. Beauty box subscriptions are a great way to try out new products that would not have otherwise crossed one’s path. Two of the most popular beauty boxes in the United States are Birchbox and Ipsy.