2026 | Morning Consult Intelligence | Overview

Morning Consult Intelligence captures the leading indicators of consumer intent from thousands of surveys every day, across global markets and demographics, and packages it into an insight-driven, agentic AI platform so business leaders can make smarter, faster decisions for growth.

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Morning Consult Intelligence

Audience | Morning Consult Intelligence

Overview
Demographics
Contains active link
Media Usage
Behaviors
Contains active link
Psychographics
Brands
Consumer Sentiment
Politics
Export CSV
President Approval
Segment
	
Audience %
	
Difference
	
Actions

Somewhat Approve	

Chart

Bar chart with 2 data series.
The chart has 1 X axis displaying categories.
The chart has 1 Y axis displaying values. Data ranges from 24 to 26.
26%​26%
24%​24%
End of interactive chart.
	

Chart

Bar chart with 1 bar.
The chart has 1 X axis displaying values. Data ranges from -0.5 to 0.5.
The chart has 1 Y axis displaying values. Data ranges from 2 to 2.
2 pp​2 pp
End of interactive chart.
	
See Trend

Strongly Disapprove	

Chart

Bar chart with 2 data series.
The chart has 1 X axis displaying categories.
The chart has 1 Y axis displaying values. Data ranges from 25 to 35.
25%​25%
35%​35%
End of interactive chart.
	

Chart

Bar chart with 1 bar.
The chart has 1 X axis displaying values. Data ranges from -0.5 to 0.5.
The chart has 1 Y axis displaying values. Data ranges from -10 to -10.
-10 pp​-10 pp
End of interactive chart.
	
See Trend

Somewhat Disapprove	

Chart

Bar chart with 2 data series.
The chart has 1 X axis displaying categories.
The chart has 1 Y axis displaying values. Data ranges from 14 to 21.
21%​21%
14%​14%
End of interactive chart.
	

Chart

Bar chart with 1 bar.
The chart has 1 X axis displaying values. Data ranges from -0.5 to 0.5.
The chart has 1 Y axis displaying values. Data ranges from 7 to 7.
7 pp​7 pp
End of interactive chart.
	
See Trend

Don't Know / No Opinion	

Chart

Bar chart with 2 data series.
The chart has 1 X axis displaying categories.
The chart has 1 Y axis displaying values. Data ranges from 8 to 16.
16%​16%
8%​8%
End of interactive chart.
	

Chart

Bar chart with 1 bar.
The chart has 1 X axis displaying values. Data ranges from -0.5 to 0.5.
The chart has 1 Y axis displaying values. Data ranges from 8 to 8.
8 pp​8 pp
End of interactive chart.
	
See Trend

Strongly Approve	

Chart

Bar chart with 2 data series.
The chart has 1 X axis displaying categories.
The chart has 1 Y axis displaying values. Data ranges from 11 to 19.
11%​11%
19%​19%
End of interactive chart.
	

Chart

Bar chart with 1 bar.
The chart has 1 X axis displaying values. Data ranges from -0.5 to 0.5.
The chart has 1 Y axis displaying values. Data ranges from -8 to -8.
-8 pp​-8 pp
End of interactive chart.
	
See Trend

My Target Audience

All Respondents

Right Direction / Wrong Track
Segment
	
Audience %
	
Difference
	
Actions

Wrong Track	

Chart

Bar chart with 2 data series.
The chart has 1 X axis displaying categories.
The chart has 1 Y axis displaying values. Data ranges from 65 to 67.
67%​67%
65%​65%
End of interactive chart.
	

Chart

Bar chart with 1 bar.
The chart has 1 X axis displaying values. Data ranges from -0.5 to 0.5.
The chart has 1 Y axis displaying values. Data ranges from 2 to 2.
2 pp​2 pp
End of interactive chart.
	
See Trend

Right Direction	

Chart

Bar chart with 2 data series.
The chart has 1 X axis displaying categories.
The chart has 1 Y axis displaying values. Data ranges from 33 to 35.
33%​33%
35%​35%
End of interactive chart.
	

Chart

Bar chart with 1 bar.
The chart has 1 X axis displaying values. Data ranges from -0.5 to 0.5.
The chart has 1 Y axis displaying values. Data ranges from -2 to -2.
-2 pp​-2 pp
End of interactive chart.
	
See Trend

My Target Audience

All Respondents

Harris/Trump Head-to-Head
Segment
	
Audience %
	
Difference
	
Actions

Democrat Kamala Harris	

Chart

Bar chart with 2 data series.
The chart has 1 X axis displaying categories.
The chart has 1 Y axis displaying values. Data ranges from 44 to 45.
45%​45%
44%​44%
End of interactive chart.
	

Chart

Bar chart with 1 bar.
The chart has 1 X axis displaying values. Data ranges from -0.5 to 0.5.
The chart has 1 Y axis displaying values. Data ranges from 1 to 1.
1 pp​1 pp
End of interactive chart.
	
See Trend

Republican Donald Trump	

Chart

Bar chart with 2 data series.
The chart has 1 X axis displaying categories.
The chart has 1 Y axis displaying values. Data ranges from 35 to 41.
35%​35%
41%​41%
End of interactive chart.
	

Chart

Bar chart with 1 bar.
The chart has 1 X axis displaying values. Data ranges from -0.5 to 0.5.
The chart has 1 Y axis displaying values. Data ranges from -6 to -6.
-6 pp​-6 pp
End of interactive chart.
	
See Trend

Don't Know / No Opinion	

Chart

Bar chart with 2 data series.
The chart has 1 X axis displaying categories.
The chart has 1 Y axis displaying values. Data ranges from 10 to 14.
14%​14%
10%​10%
End of interactive chart.
	

Chart

Bar chart with 1 bar.
The chart has 1 X axis displaying values. Data ranges from -0.5 to 0.5.
The chart has 1 Y axis displaying values. Data ranges from 4 to 4.
4 pp​4 pp
End of interactive chart.
	
See Trend

Someone else	

Chart

Bar chart with 2 data series.
The chart has 1 X axis displaying categories.
The chart has 1 Y axis displaying values. Data ranges from 5 to 6.
6%​6%
5%​5%
End of interactive chart.
	

Chart

Bar chart with 1 bar.
The chart has 1 X axis displaying values. Data ranges from -0.5 to 0.5.
The chart has 1 Y axis displaying values. Data ranges from 1 to 1.
1 pp​1 pp
End of interactive chart.
	
See Trend

My Target Audience

All Respondents

Top Issues
Segment
	
Audience %
	
Difference
	
Actions

Economic Issues	

Chart

Bar chart with 2 data series.
The chart has 1 X axis displaying categories.
The chart has 1 Y axis displaying values. Data ranges from 31 to 37.
37%​37%
31%​31%
End of interactive chart.
	

Chart

Bar chart with 1 bar.
The chart has 1 X axis displaying values. Data ranges from -0.5 to 0.5.
The chart has 1 Y axis displaying values. Data ranges from 6 to 6.
6 pp​6 pp
End of interactive chart.
	
See Trend

Women's Issues	

Chart

Bar chart with 2 data series.
The chart has 1 X axis displaying categories.
The chart has 1 Y axis displaying values. Data ranges from 7 to 18.
18%​18%
7%​7%
End of interactive chart.
	

Chart

Bar chart with 1 bar.
The chart has 1 X axis displaying values. Data ranges from -0.5 to 0.5.
The chart has 1 Y axis displaying values. Data ranges from 11 to 11.
11 pp​11 pp
End of interactive chart.
	
See Trend

Health Care Issues	

Chart

Bar chart with 2 data series.
The chart has 1 X axis displaying categories.
The chart has 1 Y axis displaying values. Data ranges from 12 to 15.
12%​12%
15%​15%
End of interactive chart.
	

Chart

Bar chart with 1 bar.
The chart has 1 X axis displaying values. Data ranges from -0.5 to 0.5.
The chart has 1 Y axis displaying values. Data ranges from -3 to -3.
-3 pp​-3 pp
End of interactive chart.
	
See Trend

Education Issues	

Chart

Bar chart with 2 data series.
The chart has 1 X axis displaying categories.
The chart has 1 Y axis displaying values. Data ranges from 6 to 10.
10%​10%
6%​6%
End of interactive chart.
	

Chart

Bar chart with 1 bar.
The chart has 1 X axis displaying values. Data ranges from -0.5 to 0.5.
The chart has 1 Y axis displaying values. Data ranges from 4 to 4.
4 pp​4 pp
End of interactive chart.
	
See Trend

Security Issues	

Chart

Bar chart with 2 data series.
The chart has 1 X axis displaying categories.
The chart has 1 Y axis displaying values. Data ranges from 8 to 16.
8%​8%
16%​16%
End of interactive chart.
	

Chart

Bar chart with 1 bar.
The chart has 1 X axis displaying values. Data ranges from -0.5 to 0.5.
The chart has 1 Y axis displaying values. Data ranges from -8 to -8.
-8 pp​-8 pp
End of interactive chart.
	
See Trend

My Target Audience

All Respondents

Items per page:
5

1 to 5 of 8

1
of 2 pages
Political Party ID
Segment
	
Audience %
	
Difference
	
Actions

Independent	

Chart

Bar chart with 2 data series.
The chart has 1 X axis displaying categories.
The chart has 1 Y axis displaying values. Data ranges from 37 to 47.
47%​47%
37%​37%
End of interactive chart.
	

Chart

Bar chart with 1 bar.
The chart has 1 X axis displaying values. Data ranges from -0.5 to 0.5.
The chart has 1 Y axis displaying values. Data ranges from 10 to 10.
10 pp​10 pp
End of interactive chart.
	
See Trend

Democratic	

Chart

Bar chart with 2 data series.
The chart has 1 X axis displaying categories.
The chart has 1 Y axis displaying values. Data ranges from 33 to 34.
33%​33%
34%​34%
End of interactive chart.
	

Chart

Bar chart with 1 bar.
The chart has 1 X axis displaying values. Data ranges from -0.5 to 0.5.
The chart has 1 Y axis displaying values. Data ranges from -1 to -1.
-1 pp​-1 pp
End of interactive chart.
	
See Trend

Republican	

Chart

Bar chart with 2 data series.
The chart has 1 X axis displaying categories.
The chart has 1 Y axis displaying values. Data ranges from 20 to 29.
20%​20%
29%​29%
End of interactive chart.
	

Chart

Bar chart with 1 bar.
The chart has 1 X axis displaying values. Data ranges from -0.5 to 0.5.
The chart has 1 Y axis displaying values. Data ranges from -9 to -9.
-9 pp​-9 pp
End of interactive chart.
	
See Trend

My Target Audience

All Respondents

Political Ideology
Segment
	
Audience %
	
Difference
	
Actions

Moderate	

Chart

Bar chart with 2 data series.
The chart has 1 X axis displaying categories.
The chart has 1 Y axis displaying values. Data ranges from 26 to 27.
27%​27%
26%​26%
End of interactive chart.
	

Chart

Bar chart with 1 bar.
The chart has 1 X axis displaying values. Data ranges from -0.5 to 0.5.
The chart has 1 Y axis displaying values. Data ranges from 1 to 1.
1 pp​1 pp
End of interactive chart.
	
See Trend

Don't Know	

Chart

Bar chart with 2 data series.
The chart has 1 X axis displaying categories.
The chart has 1 Y axis displaying values. Data ranges from 13 to 24.
24%​24%
13%​13%
End of interactive chart.
	

Chart

Bar chart with 1 bar.
The chart has 1 X axis displaying values. Data ranges from -0.5 to 0.5.
The chart has 1 Y axis displaying values. Data ranges from 11 to 11.
11 pp​11 pp
End of interactive chart.
	
See Trend

Liberal	

Chart

Bar chart with 2 data series.
The chart has 1 X axis displaying categories.
The chart has 1 Y axis displaying values. Data ranges from 12 to 12.
12%​12%
12%​12%
End of interactive chart.
	

Chart

Bar chart with 1 bar.
The chart has 1 X axis displaying values. Data ranges from -0.5 to 0.5.
The chart has 1 Y axis displaying values. Data ranges from -100 to 100.
0 pp​0 pp
End of interactive chart.
	
See Trend

Very liberal	

Chart

Bar chart with 2 data series.
The chart has 1 X axis displaying categories.
The chart has 1 Y axis displaying values. Data ranges from 8 to 10.
10%​10%
8%​8%
End of interactive chart.
	

Chart

Bar chart with 1 bar.
The chart has 1 X axis displaying values. Data ranges from -0.5 to 0.5.
The chart has 1 Y axis displaying values. Data ranges from 2 to 2.
2 pp​2 pp
End of interactive chart.
	
See Trend

Slightly liberal	

Chart

Bar chart with 2 data series.
The chart has 1 X axis displaying categories.
The chart has 1 Y axis displaying values. Data ranges from 8 to 8.
8%​8%
8%​8%
End of interactive chart.
	

Chart

Bar chart with 1 bar.
The chart has 1 X axis displaying values. Data ranges from -0.5 to 0.5.
The chart has 1 Y axis displaying values. Data ranges from -100 to 100.
0 pp​0 pp
End of interactive chart.
	
See Trend

My Target Audience

All Respondents

Items per page:
5

1 to 5 of 8

1
of 2 pages
Political Interest
Segment
	
Audience %
	
Difference
	
Actions

Somewhat	

Chart

Bar chart with 2 data series.
The chart has 1 X axis displaying categories.
The chart has 1 Y axis displaying values. Data ranges from 30 to 30.
30%​30%
30%​30%
End of interactive chart.
	

Chart

Bar chart with 1 bar.
The chart has 1 X axis displaying values. Data ranges from -0.5 to 0.5.
The chart has 1 Y axis displaying values. Data ranges from -100 to 100.
0 pp​0 pp
End of interactive chart.
	
See Trend

Not at all	

Chart

Bar chart with 2 data series.
The chart has 1 X axis displaying categories.
The chart has 1 Y axis displaying values. Data ranges from 16 to 23.
23%​23%
16%​16%
End of interactive chart.
	

Chart

Bar chart with 1 bar.
The chart has 1 X axis displaying values. Data ranges from -0.5 to 0.5.
The chart has 1 Y axis displaying values. Data ranges from 7 to 7.
7 pp​7 pp
End of interactive chart.
	
See Trend

Not too interested	

Chart

Bar chart with 2 data series.
The chart has 1 X axis displaying categories.
The chart has 1 Y axis displaying values. Data ranges from 16 to 21.
21%​21%
16%​16%
End of interactive chart.
	

Chart

Bar chart with 1 bar.
The chart has 1 X axis displaying values. Data ranges from -0.5 to 0.5.
The chart has 1 Y axis displaying values. Data ranges from 5 to 5.
5 pp​5 pp
End of interactive chart.
	
See Trend

Very	

Chart

Bar chart with 2 data series.
The chart has 1 X axis displaying categories.
The chart has 1 Y axis displaying values. Data ranges from 15 to 22.
15%​15%
22%​22%
End of interactive chart.
	

Chart

Bar chart with 1 bar.
The chart has 1 X axis displaying values. Data ranges from -0.5 to 0.5.
The chart has 1 Y axis displaying values. Data ranges from -7 to -7.
-7 pp​-7 pp
End of interactive chart.
	
See Trend

Extremely	

Chart

Bar chart with 2 data series.
The chart has 1 X axis displaying categories.
The chart has 1 Y axis displaying values. Data ranges from 11 to 17.
11%​11%
17%​17%
End of interactive chart.
	

Chart

Bar chart with 1 bar.
The chart has 1 X axis displaying values. Data ranges from -0.5 to 0.5.
The chart has 1 Y axis displaying values. Data ranges from -6 to -6.
-6 pp​-6 pp
End of interactive chart.
	
See Trend

My Target Audience

All Respondents

Registered Voter
Segment
	
Audience %
	
Difference
	
Actions

Yes	

Chart

Bar chart with 2 data series.
The chart has 1 X axis displaying categories.
The chart has 1 Y axis displaying values. Data ranges from 63 to 78.
63%​63%
78%​78%
End of interactive chart.
	

Chart

Bar chart with 1 bar.
The chart has 1 X axis displaying values. Data ranges from -0.5 to 0.5.
The chart has 1 Y axis displaying values. Data ranges from -15 to -15.
-15 pp​-15 pp
End of interactive chart.
	
See Trend

No	

Chart

Bar chart with 2 data series.
The chart has 1 X axis displaying categories.
The chart has 1 Y axis displaying values. Data ranges from 22 to 37.
37%​37%
22%​22%
End of interactive chart.
	

Chart

Bar chart with 1 bar.
The chart has 1 X axis displaying values. Data ranges from -0.5 to 0.5.
The chart has 1 Y axis displaying values. Data ranges from 15 to 15.
15 pp​15 pp
End of interactive chart.
	
See Trend

My Target Audience

All Respondents

Voted in 2020
Segment
	
Audience %
	
Difference
	
Actions

No	

Chart

Bar chart with 2 data series.
The chart has 1 X axis displaying categories.
The chart has 1 Y axis displaying values. Data ranges from 29 to 58.
58%​58%
29%​29%
End of interactive chart.
	

Chart

Bar chart with 1 bar.
The chart has 1 X axis displaying values. Data ranges from -0.5 to 0.5.
The chart has 1 Y axis displaying values. Data ranges from 29 to 29.
29 pp​29 pp
End of interactive chart.
	
See Trend

Yes	

Chart

Bar chart with 2 data series.
The chart has 1 X axis displaying categories.
The chart has 1 Y axis displaying values. Data ranges from 42 to 71.
42%​42%
71%​71%
End of interactive chart.
	

Chart

Bar chart with 1 bar.
The chart has 1 X axis displaying values. Data ranges from -0.5 to 0.5.
The chart has 1 Y axis displaying values. Data ranges from -29 to -29.
-29 pp​-29 pp
End of interactive chart.
	
See Trend

My Target Audience

All Respondents

2020 Vote
Segment
	
Audience %
	
Difference
	
Actions

Joe Biden	

Chart

Bar chart with 2 data series.
The chart has 1 X axis displaying categories.
The chart has 1 Y axis displaying values. Data ranges from 54 to 62.
62%​62%
54%​54%
End of interactive chart.
	

Chart

Bar chart with 1 bar.
The chart has 1 X axis displaying values. Data ranges from -0.5 to 0.5.
The chart has 1 Y axis displaying values. Data ranges from 8 to 8.
8 pp​8 pp
End of interactive chart.
	
See Trend

Donald Trump	

Chart

Bar chart with 2 data series.
The chart has 1 X axis displaying categories.
The chart has 1 Y axis displaying values. Data ranges from 32 to 42.
32%​32%
42%​42%
End of interactive chart.
	

Chart

Bar chart with 1 bar.
The chart has 1 X axis displaying values. Data ranges from -0.5 to 0.5.
The chart has 1 Y axis displaying values. Data ranges from -10 to -10.
-10 pp​-10 pp
End of interactive chart.
	
See Trend

Someone else	

Chart

Bar chart with 2 data series.
The chart has 1 X axis displaying categories.
The chart has 1 Y axis displaying values. Data ranges from 4 to 6.
6%​6%
4%​4%
End of interactive chart.
	

Chart

Bar chart with 1 bar.
The chart has 1 X axis displaying values. Data ranges from -0.5 to 0.5.
The chart has 1 Y axis displaying values. Data ranges from 2 to 2.
2 pp​2 pp
End of interactive chart.
	
See Trend

My Target Audience

All Respondents

My Target Audience | Morning Consult Intelligence

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What's the trend in net purchasing consideration for Nike among Gen Z over the past year?

New Conversation | Morning Consult Intelligence

M
Morning Consult
12:53 AM

What's the trend in net purchasing consideration for Nike among Gen Z over the past year?

Morning Consult
12:53 AM
Nike Net Purchasing Consideration
Show details
COUNTRY

US

DATE RANGE

Jan 1 – Dec 31, 2025

INTERVAL

Month

N-SIZE

12K

DEMOGRAPHIC
Generation (US): GenZ (1997-2012)
Chart
Line chart with 12 data points.
Nike Net Purchasing Consideration - US
View as data table, Chart
The chart has 1 X axis displaying Time. Data ranges from 2025-01-01 00:00:00 to 2025-12-01 00:00:00.
The chart has 1 Y axis displaying values. Data ranges from 36.1314458046258 to 47.15918926679292.
JAN 2025
FEB 2025
MAR 2025
APR 2025
MAY 2025
JUN 2025
JUL 2025
AUG 2025
SEP 2025
OCT 2025
NOV 2025
DEC 2025
20
30
40
50
60
70
Net Purchasing Consideration
End of interactive chart.
See the analysis
Key Insights:
January saw a high net purchasing consideration for Nike among Gen Z at 47.
A noticeable decline occurred mid-year, with values dropping to 41 in February and reaching a low of 36 in October.
Some consistency appeared with values plateauing in the low-to-mid 40s in March and August.
By December, consideration rebounded to 41, indicating partial recovery.
Overall, data show significant fluctuations with an initial high, a mid-year dip, and a resurgence by year-end.
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Expert Analysis
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Last updated on Sep 29, 2025

Category: Beauty

We’ve analyzed consumer behavior and brand performance across the beauty industry, focusing on leading brands—L'Oréal, CoverGirl, Sephora, Revlon, ULTA Beauty, Estée Lauder, Clinique, e.l.f., and MAC—selected for their high awareness and favorability. The analysis highlights brand penetration, funnel movement, reputation, the impact of celebrity campaigns, and demographic trends, revealing who’s driving growth and where opportunities lie.

Market Potential vs. Penetration for Top Beauty Brands

L’Oréal, ULTA Beauty, and e.l.f. convert awareness into usage effectively, while while Estée Lauder lags behind relative to its level of consumer awareness.

09/18/2024 – 09/18/2025

United States

All Respondents

Showing change from prior period

Metrics
	Top Beauty Brands	L'Oréal	CoverGirl	Sephora	Revlon	ULTA Beauty	Estée Lauder	Clinique	e.l.f.	MAC
Total Aware	
78%

+1 pp

n=472,336
	
90%
n=67,059
	
89%

-1 pp

n=31,713
	
84%

+1 pp

n=79,007
	
82%

-2 pp

n=32,755
	
79%
n=67,634
	
77%

-2 pp

n=51,536
	
73%

-1 pp

n=43,446
	
64%

+4 pp

n=50,379
	
63%

+7 pp

n=48,807

Users	
31%

+3 pp

n=472,336
	
41%

+3 pp

n=67,059
	
34%

+1 pp

n=31,713
	
33%

+2 pp

n=79,007
	
33%

+2 pp

n=32,755
	
35%

+3 pp

n=67,634
	
24%

+3 pp

n=51,536
	
26%

+3 pp

n=43,446
	
30%

+4 pp

n=50,379
	
23%

+3 pp

n=48,807
Beauty Brand Funnel

The biggest opportunity lies in turning awareness into consideration. Once consumers consider a brand, they’re far more likely to become users.

09/18/2024 – 09/18/2025

United States

Top Beauty Brands

All Respondents

Showing change from prior period

Total Aware

n=367,600

78%

+1 pp

Total Favorable

57% conversion

n=211,493

45%

+2 pp

Total Considering

53% conversion

n=113,476

24%

+2 pp

Users

78% conversion

n=89,459

19%

+2 pp

NPS Promoters

67% conversion

n=61,110

13%

+1 pp

Understanding funnel chart calculations
Beauty Brand Funnel Remains Steady Year-Over-Year

Comparing this year’s funnel to last year, the structure and key conversion points show little change.

09/18/2023 – 09/18/2024

United States

Top Beauty Brands

All Respondents

Showing change from prior period

Total Aware

n=337,384

77%

+1 pp

Total Favorable

55% conversion

n=192,173

43%

+1 pp

Total Considering

51% conversion

n=98,714

22%

+1 pp

Users

77% conversion

n=77,314

17%

+1 pp

NPS Promoters

67% conversion

n=53,115

11%

+1 pp

Understanding funnel chart calculations
‌

‌

‌

‌

Millennials Lead Beauty Usage; Gen Z Slows

Millennials continue to drive beauty brand usage, while Gen Z dips. The overall slowdown between June and July 2025 reflects rising prices, new regulations, and a shift toward minimalist skincare.

09/18/2021 – 09/18/2025

United States

Users

Top Beauty Brands

Showing change from prior interval

Safer Beauty Package Bill Introduced
OCT '21
JUL '22
APR '23
JAN '24
OCT '24
JUL '25
All Respondents
Generation: GenZers
Generation: Millennials
Generation: GenXers
Generation: Boomers
0%
10%
20%
30%
40%
50%
Male Beauty Brand Users Reach New High

Male adoption of beauty brands continues to grow, fueled by gender-neutral ranges, minimalist products, and grooming lines tailored to men’s skin, hair, and scent preferences.

09/18/2021 – 09/18/2025

United States

Users

Top Beauty Brands

Showing change from prior interval

OCT '21
JUL '22
APR '23
JAN '24
OCT '24
JUL '25
All respondents
Gender: Woman
Gender: Man
0%
10%
20%
30%
40%
50%
Celebrity Endorsements Boost Beauty Brand Awareness

MAC’s Martha Stewart campaign and e.l.f.’s partnership with Jennifer Coolidge show how star power can elevate awareness in the beauty category.

09/18/2021 – 09/18/2025

United States

Total Aware

All Respondents

Showing change from prior interval

e.l.f Campaign: Jennifer Coolidge
MAC Campaign: Martha Stewart
OCT '21
JUL '22
APR '23
JAN '24
OCT '24
JUL '25
MAC
e.l.f.
Top Beauty Brands
0%
20%
40%
60%
80%
100%
Celebrity Campaigns Also Boost Perceived Value of Beauty Brands

09/18/2021 – 09/18/2025

United States

Total Good Value

All Respondents

Showing change from prior interval

e.l.f Campaign: Jennifer Coolidge
MAC Campaign: Martha Stewart
OCT '21
JUL '22
APR '23
JAN '24
OCT '24
JUL '25
MAC
e.l.f.
Top Beauty Brands
0%
10%
20%
30%
40%
50%
Beauty Expert Followers Skew Toward Younger, Female, and Brand-Loyal Audiences

Younger generations, women, and users of top beauty brands are more likely to follow beauty experts, while older generations and men under-index.

09/17/2024 – 09/17/2025

United States

Demographic

Social Media Accounts Followed: Beauty experts

Showing change from prior period

32%​32%
29%​29%
24%​24%
24%​24%
17%​17%
14%​14%
9%​9%
6%​6%
68%​68%
71%​71%
76%​76%
76%​76%
83%​83%
86%​86%
91%​91%
94%​94%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
1…
Users of Top Beauty Brands
Generation: GenZers
Gender: Woman
Generation: Millennials
All Respondents
Generation: GenXers
Gender: Man
Generation: Boomers
Yes
No
Beauty Purchases Also Concentrated Among Younger, Female, and Brand-Loyal Audiences

Echoing followership trends, Millennials, Gen Z, women, and top brand users are more active buyers, while men and Boomers lag.

09/17/2024 – 09/17/2025

United States

Demographic

Past Month Purchases: Beauty Products

Showing change from prior period

21%​21%
34%​34%
35%​35%
37%​37%
43%​43%
44%​44%
57%​57%
58%​58%
18%​18%
13%​13%
11%​11%
18%​18%
16%​16%
15%​15%
11%​11%
18%​18%
21%​21%
19%​19%
18%​18%
20%​20%
17%​17%
17%​17%
12%​12%
15%​15%
20%​20%
20%​20%
16%​16%
12%​12%
11%​11%
12%​12%
12%​12%
5%​5%
10%​10%
8%​8%
9%​9%
6%​6%
6%​6%
6%​6%
6%​6%
2%​2%
11%​11%
6%​6%
10%​10%
7%​7%
6%​6%
5%​5%
4%​4%
2%​2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
1…
Users of Top Beauty Brands
Generation: Millennials
Generation: GenZers
Gender: Woman
Generation: GenXers
All Respondents
Gender: Man
Generation: Boomers
I did not make any purchases in this category within the past month
1
2
3
4
5 or more
Top Beauty Brand Users Feel Stronger About Their Current Finances

Compared to the overall average, top beauty brand users are more likely to say they are better off financially today.

09/19/2024 – 09/19/2025

United States

Economic

Personal Finances: Current Conditions

Showing change from prior period

28%​28%
27%​27%
27%​27%
26%​26%
21%​21%
16%​16%
36%​36%
39%​39%
36%​36%
35%​35%
38%​38%
38%​38%
33%​33%
31%​31%
33%​33%
31%​31%
37%​37%
42%​42%
2%​2%
3%​3%
5%​5%
8%​8%
4%​4%
5%​5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
1…
Users of Top Beauty Brands
Gender: Man
Generation: Millennials
Generation: GenZers
All Respondents
Gender: Woman
Better now
Same
Worse
Don't Know / No Opinion
Top Beauty Brand Users Show Optimism About the Year Ahead

Looking forward, top beauty brand users are more confident than average that their finances will improve over the next 12 months.

09/19/2024 – 09/19/2025

United States

Economic

Personal Finances: 12 Month Expectations

Showing change from prior period

47%​47%
45%​45%
44%​44%
44%​44%
39%​39%
35%​35%
30%​30%
29%​29%
32%​32%
32%​32%
33%​33%
33%​33%
13%​13%
14%​14%
17%​17%
17%​17%
18%​18%
19%​19%
10%​10%
12%​12%
7%​7%
7%​7%
10%​10%
13%​13%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
1…
Generation: Millennials
Generation: GenZers
Users of Top Beauty Brands
Gender: Man
All Respondents
Gender: Woman
Will be better off
Same
Will be worse off
Don't Know / No Opinion

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