The Future of Beauty: By the Numbers


How impactful is inclusive advertising? Who is buying up the serums and moisturizers needed to adopt the 10-step Korean skin care routine? Can natural products entice consumers away from their tried and true favorites?

In its latest edition of the quarterly foresight report “What the Future,” market research firm Ipsos answers these questions and more. Among its findings:

  • 10: Usual number of steps in the Korean skin care routine, which only 18% of Americans and 11% of Canadians are familiar with. Respondents age 18-34, however, are more attuned to trends coming out of Asia: 47% say they take beauty cues from K-pop, 50% say they like K-beauty products and 58% like J-beauty products.
  • 49%: Of respondents consider their mother influential to their personal beauty routine, followed by friends at 48% and family at 45% (sorry influencers). Online videos (34%), magazines and print media (33%) and Instagram 31%) followed.
  • 19,000: The number of people across 27 countries who rated confidence, kindness and intelligence as the top traits that make a person beauty, beating out facial and skin appearance, youthfulness and body weight and shape.
  • 66%: Of Americans would try new products from brands they haven’t used before if they were natural, compared to 57% of Canadians. Though half of North Americans are loyal to their beauty care products, “natural” is a strong trigger to look elsewhere.
  • 3: Products that Americans are most likely to buy having only tested virtually: false eyelashes (69%), nail polish (45%) and artificial nails (45%). Conversely, fewer respondents would buy tinted moisturizer (28%), hair dye (29%) or concealer (34%) without checking them out in person.
  • 70%: Of black respondents who agreed that they feel beautiful when they see people positively depicted with their race or ethnicity. Representation matters: about half of North Americans surveyed say that seeing people who look like them portrayed positively makes them feel beauty, particularly when it comes to body size (49% U.S./46% Canada) and age (54% U.S./47% Canada).

For the full methodology, visit

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