Related Beauty: Beyond Haircare, What Else Are Multicultural Women Buying? [2022 Update]

Framing Multicultural Beauty Across Categories Market Size Potential Core Brands Affinity Brands Cosmetics, Facial Skin Care, Hair Care, Hand & Body Lotion, Body wash, and shaving tools. Market Basket: What other beauty products is she buying from where and what motivates her to do so?

What Is She Buying and Where?

Big box retail accounts for the largest share of BPC product purchases, with a majority of multicultural consumers purchasing in the channel. There is variety in the leading BPC product categories leading in sales from each channel. 

Attitudes Impacting Purchasing Behavior

Brand ownership has a significant influence on the purchase decisions of multicultural consumers, not just in BPC, but across other categories as well. The extent to which multicultural consumers are aware of, and prioritize purchasing, Black/minority owned brands varies across product categories. Health and wellness are important to multicultural consumers, and many seek products that help them achieve or maintain a healthy lifestyle.