Related Beauty: A Look At What Other Beauty, Wellness, & Self-care Products Multicultural Women Are Buying

Market Basket: What other beauty products is she buying from where and what motivates her to do so?

What Is She Buying and Where?

Multicultural consumers purchase a wide assortment of beauty, wellness, and personal care products. As with haircare, consumers shop for beauty and personal care products across multiple channels. The assortment of purchased products differs in each channel, with consumers visiting specific channels for specific items.

Health and Beauty Go Hand In Hand

Health and wellness is important to multicultural consumers, and has become increasingly more so due to the impact of COVID-19. Consumers are looking for products not only to address the physical aspects of their beauty, but also their inner health and mental well being. The notion of self care also relates to both wellness and beauty. 

Opportunities for Expansion

Most surveyed multicultural consumers feel that their needs are generally met by the
assortment of beauty and personal care products which are available to them, however this does not mean that they could not be better met.