The State of Black Beauty: 2020 Year In Review

Receive the latest insights on beauty trends amongst African-American and multi-racial women for the year 2020. Learn more about how these trends forecast predictions for the year 2021 in the State of Black Beauty 2020 Year In Review report.

COVID Impact On Beauty Behavior

Over the course of 2020, the COVID-19 pandemic had a profound impact on the hair and beauty behaviors of African American and multiracial women. In the early stages of the pandemic there was a high degree of anxiety around health, job security and lifestyle changes. Amidst this anxiety hair and beauty seemed like a low priority for many consumers.

COVID Impact On Channel Shifts & Shopping Behavior

Although shifts in shopping behavior were also impacted by other events including racial and political tensions, COVID had the most impact and forced many consumers to make changes to the way they shop for hair and beauty products. Spending on hair and beauty products varied between consumers.

Racial and Political Climate

2020 cast a bright spotlight on racial injustice and inequality in the United States and around the world. With issues of race dominating the news cycle for several months, brands and retailers have come to the understanding that they need to do better at inclusivity and considering the needs of the Black community.