Disloyalty in the Beauty Basket

Fragmentation and Flexibility

In both the skincare and makeup sectors, consumers enjoy exploring and trying new brands, and are making a diverse range of brand choices. This is evident in the fact that the number of brands that together comprise 80% of the market in these sectors is significantly higher than in the haircare category. This means that the number of available brands in facial beauty is much more fragmented.The level of loyalty in makeup and skincare is lower than in basic personal care products like haircare. The average number of brands chosen by consumers is almost two to three times higher, indicating that they are mixing brands across different regimens or categories.