Beauty Brands Demographics
Summary
Beauty brands are targeting the wrong audience! 💄 Most buyers aren’t Gen Z—they’re 40+ with high incomes. Here’s why understanding your real customer matters.
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Transcript
These brands are all marketed to like the youth and they're leaning in on platforms like TikTok, which skew younger. But when you look at the average age of the consumer in health and beauty, it's really like. Someone old, Mike, like our age, you know, it's it's it's like you look at it's like over 60 percent is, you know, probably 40 to mid fifties. So, yeah.
Not only old, but kind of settled. They are married, two thirds are married. They have a very high household income. 40 % are over 125K year. And then we see a high household net worth here. So a bit of a disconnect between the marketing that these brands do and the actual buyers of the product, which often happens, you sometimes you've got an aspirational product and everybody does aspire to be younger. But maybe where the disconnect is a little bit less intentional is sort of in the distribution of these products.