Beauty industry failing to meet "casual" consumer needs

UK beauty brands are missing out on sales by focusing too heavily on “beauty junkies,” and overlooking the “casual beauty consumer,” a new study by beauty-box company Birchbox suggests.

Founded in 2010, the company’s subscription model pairs beauty consumers with a monthly box of sample-sized products tailored to their needs, along with easy-to-follow insider tips.

Seven out of 10 Birchbox consumers said that the term “casual beauty consumer” resonated with them, while only 16.5% described themselves as “dedicated enthusiasts,” a survey of 10,8967 customers revealed.

Just under 70% said they were comfortable with the basics but would “like to learn more” while 89.5% said that figuring out what to buy amongst the sheer number of options was “overwhelming.”

When it came to time spent on beauty routines, 56% said that they “found” moments for beauty and self-care within their days, rather than sticking to strict morning and evening rituals.

Just over 60% said they spent less than 30 minutes on their beauty routines each day while 49.2% said they spent less than 15 mins a day on skincare specifically and 27% said they had no specific skincare regime at all.

A quarter of consumers use five products or less a day, while 45% use between five and 10.