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EMARKETER

The Pulse of the Consumer: Personal Care and Beauty Survey 2025

How US Shoppers Engage With Ads, AI, and Retailers Along the Purchase Journey

Report by Jennifer Pearson  |  Sep 5, 2025
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The Pulse of the Consumer: Personal Care and Beauty Survey 2025: How US Shoppers Engage With Ads, AI, and Retailers Along the Purchase Journey
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Table of Contents
Social platforms are the dominant driver of product discovery for today’s consumers
Excessively promotional ads damage consumer trust in products
Search engines are the top research resource—but social media and YouTube are close behind
More than a third of personal care and beauty shoppers have used an AI search tool to explore products
Shoppers trust customer reviews more than other content in purchase decisions
When it’s time to buy, more than 8 in 10 personal care and beauty shoppers opt for mass retailers
Nearly 1 in 5 consumers restock after seeing social content or promotions
Media Gallery
About This Report
Our inaugural Pulse of the Consumer: Personal Care and Beauty Survey explores how US shoppers discover, research, and purchase products across channels.
Topics
Personal Care & Beauty
Consumer Attitudes on Marketing
Consumer Behavior
United States
Table of Contents
Social platforms are the dominant driver of product discovery for today’s consumers
Excessively promotional ads damage consumer trust in products
Search engines are the top research resource—but social media and YouTube are close behind
More than a third of personal care and beauty shoppers have used an AI search tool to explore products
Shoppers trust customer reviews more than other content in purchase decisions
When it’s time to buy, more than 8 in 10 personal care and beauty shoppers opt for mass retailers
Nearly 1 in 5 consumers restock after seeing social content or promotions
Media Gallery

Our inaugural Pulse of the Consumer: Personal Care and Beauty Survey explores how US shoppers discover, research, and buy personal care and beauty products. The data maps behaviors along the consumer’s path to purchase and captures where personal care and beauty purchases are taking place. Upcoming reports and interactive charts will explore UK consumer data, along with a deep dive into subcategories and demographics. For our methodology and the specific personal care and beauty categories we covered, please refer to the final section of this report.

Key Stat: Over half of US consumers are exposed to personal care and beauty items on social platforms, more than on any other online channel.

Online Channels Where US Buyers Have Seen/Heard About Personal Care and Beauty Products, June 2025
E-Mail ChartDownload

Here’s what’s in the full report

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Table of Contents

  1. Social platforms are the dominant driver of product discovery for today’s consumers
  2. Excessively promotional ads damage consumer trust in products
  3. Search engines are the top research resource—but social media and YouTube are close behind
  1. More than a third of personal care and beauty shoppers have used an AI search tool to explore products
  2. Shoppers trust customer reviews more than other content in purchase decisions
  3. When it’s time to buy, more than 8 in 10 personal care and beauty shoppers opt for mass retailers
  1. Nearly 1 in 5 consumers restock after seeing social content or promotions
  2. Media Gallery

Charts in This Report

Online Channels Where US Buyers Have Seen/Heard About Personal Care and Beauty Products, June 2025Online Channels Where US Buyers Have Seen/Heard About Personal Care and Beauty Products, June 2025
US Buyers' Attitudes Toward Advertising for Personal Care and Beauty Products, June 2025Channels US Buyers Use to Research Personal Care and Beauty Products, June 2025
AI-Powered Tools/Technologies US Buyers Have Used to Explore Personal Care and Beauty Products, June 2025Content That Is Most Influential in Personal Care Product Purchase Decisions According to US Buyers, June 2025
Locations Where US Shoppers Have Purchased Personal Care and Beauty Products, June 2025Ways US Shoppers Are Reminded It's Time to Repurchase Personal Care and Beauty Products, June 2025

authors

Jennifer Pearson

Contributors

Man-Chung Cheung
Daniel Flynn
Vladimir Hanzlik
Executive Editor and SVP, Content
Erika Huber
Director, Report Editing
Chris Keating
Na Li
Director, Primary Research
Penelope Lin
Director, Data Visualization
Wendy Malloy
Director, Reports Editor
Emma Noyes
Graphic Designer, Data Visualization
Herand Pandaan
Amy Rotondo
Director, US Research
Tracy Tang
Senior Researcher
Johann Valderrama
Chart Editor
Courtney Varela
Zia Daniell Wigder
Chief Content Officer
Ali Young
Senior Copy Editor and Manager of Content Operations
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