U.S. beauty consumers have rallied in 2022 to help the industry recover from pandemic lows. Seventy-five percent of U.S. beauty-buying females say that beauty buying has become as important or more important to them now, post-pandemic, than it was prior to the pandemic’s onset.

Whether her buying tendencies remain as strong in 2023, despite inflation and possible recession, isn’t yet clear. What is clear is that her unbridled enthusiasm to try new beauty offerings in the coming year has not been tampered by a less-than-rosy economic outlook.

The Benchmarking Company, through quantitative primary research studies spanning March to October 2022, asked thousands of U.S. female-identifying beauty buyers to share their views on new products they tried and loved in 2022, and what they’re looking most forward to in 2023. This article explores these consumer attitudes and how they might correspond with industry trend expectations as a whole.

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