GITNUXREPORT 2025

Customer Experience In The Makeup Industry Statistics

Personalized, tech-enabled experiences drive loyalty and satisfaction in makeup industry.

Jannik Linder

Co-Founder of Gitnux, specialized in content and tech since 2016.

First published: April 29, 2025

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Statistic 1

71% of makeup buyers look for brands with strong social responsibility commitments, which enhances trust and customer experience

Statistic 2

53% of makeup consumers trust brands that actively engage through social responsibility campaigns, improving overall brand perception

Statistic 3

76% of makeup shoppers are influenced by how well a brand adapts to social issues, rural accessibility, and inclusivity, boosting brand-customer bonds

Statistic 4

70% of beauty consumers have switched brands due to a poor customer experience

Statistic 5

44% of consumers hesitate to purchase makeup online due to concerns about product authenticity, prompting brands to improve transparency

Statistic 6

72% of consumers say that they are more confident in online makeup purchases when brands showcase real customer photos and testimonials

Statistic 7

75% of consumers say they are more likely to purchase from brands that provide personalized customer experiences

Statistic 8

48% of customers said their loyalty to a makeup brand increased after a positive customer service experience

Statistic 9

65% of consumers are willing to pay more for a makeup product if the brand offers excellent customer support

Statistic 10

54% of customers say that timely responses to inquiries are critical for a positive makeup shopping experience

Statistic 11

69% of customers say that reward programs enhance their experience with makeup brands

Statistic 12

59% of makeup shoppers feel that brands with efficient return policies improve their customer experience

Statistic 13

68% of consumers report that personalized product recommendations affect their purchase decisions in the makeup industry

Statistic 14

54% of customers are more willing to buy from a makeup brand that offers educational content about products and application tips

Statistic 15

74% of makeup consumers believe brands that communicate transparently about ingredients foster trust

Statistic 16

67% of consumers prefer shopping for makeup products online rather than in-store, citing convenience and variety

Statistic 17

85% of makeup buyers look for inclusive shade ranges when choosing products, emphasizing diversity and customer experience

Statistic 18

57% of makeup consumers want brands to offer sustainable packaging options, aligning with their values

Statistic 19

72% of customers would recommend a makeup brand after a positive customer experience, increasing word-of-mouth marketing

Statistic 20

49% of makeup consumers are influenced by celebrity endorsements, impacting their customer experience and brand perception

Statistic 21

42% of consumers consider sustainability practices as a top factor in choosing a makeup brand, influencing CX strategies

Statistic 22

80% of customers say that a seamless shopping experience across multiple channels increases their loyalty to a makeup brand

Statistic 23

69% of consumers say they are more loyal to brands that acknowledge and reward their loyalty, especially in the makeup industry

Statistic 24

78% of customers want quick, efficient customer service, with 24-hour support being preferred

Statistic 25

70% of consumers believe that a personalized shopping experience makes them more likely to purchase makeup products

Statistic 26

59% of online makeup shoppers prefer brands that offer seamless subscription services for product replenishment

Statistic 27

83% of consumers think that a knowledgeable customer service team enhances their makeup shopping experience

Statistic 28

60% of surveyed consumers have made repeat purchases after a positive customer service experience in the makeup industry

Statistic 29

73% of consumers value brands that offer educational content on makeup application, skin compatibility, and product use, enhancing CX

Statistic 30

58% of customers prefer shopping from brands that showcase user-generated content, fostering authenticity and trust

Statistic 31

67% of makeup buyers say their overall satisfaction increases when brands proactively address customer complaints publicly, online, or through social media

Statistic 32

55% of makeup customers make purchase decisions based on how well a brand aligns with their personal values, such as cruelty-free or vegan standards

Statistic 33

69% of consumers believe that personalized emails and product recommendations improve their experience with makeup brands

Statistic 34

84% of customers say that making an effort to connect emotionally with brands impacts their loyalty positively

Statistic 35

41% of consumers have stopped buying from a makeup brand due to perceived poor CX or mismanagement of complaints

Statistic 36

77% of makeup consumers prefer brands that label products clearly and provide transparency about ingredients

Statistic 37

58% of customers want more options for sustainable and eco-friendly packaging in the makeup industry, influencing CX strategies

Statistic 38

63% of consumers are more loyal to brands that provide swift resolution of issues or complaints, building trust and satisfaction

Statistic 39

70% of consumers are more likely to revisit a brand that provides virtual reality experiences in stores or online, enhancing their engagement

Statistic 40

55% of customers prefer to purchase from makeup brands with transparent pricing and no hidden fees, improving trust

Statistic 41

73% of consumers believe omni-channel support (phone, social media, chat, in-store) enhances their overall CX

Statistic 42

53% of makeup consumers prefer brands that proactively seek feedback post-purchase, improving ongoing CX

Statistic 43

78% of customers look for brands that provide educational content on impact and sustainability, influencing their loyalty

Statistic 44

60% of makeup consumers prefer brands that offer virtual try-on technology

Statistic 45

82% of makeup shoppers read online reviews before making a purchase

Statistic 46

80% of makeup consumers follow a brand on social media seeking exclusive content and customer engagement

Statistic 47

45% of consumers research makeup brands on multiple channels before purchasing, including social media, reviews, and websites

Statistic 48

77% of beauty consumers are more likely to purchase from a makeup brand if it offers virtual consultations

Statistic 49

51% of consumers reported that live video demos influence their makeup purchase decisions significantly

Statistic 50

79% of makeup customers value access to exclusive content and early product releases, improving their overall experience

Statistic 51

63% of beauty brands have invested in AI chatbots to enhance customer service, showing a shift toward tech-driven support

Statistic 52

88% of consumers check social proof before buying makeup products, including ratings and testimonials, highlighting the importance of online reputation

Statistic 53

61% of customers prefer brands that offer virtual try-on directly through social media platforms, streamlining their shopping experience

Statistic 54

54% of consumers have abandoned a makeup purchase due to poor website navigation or confusing checkout processes, emphasizing UX importance

Statistic 55

76% of makeup consumers follow beauty brands for inspiration and tutorials, enhancing engagement and loyalty

Statistic 56

47% of shoppers are influenced by influencer marketing on platforms like TikTok and Instagram for their makeup choices

Statistic 57

65% of consumers prefer brands that incorporate augmented reality (AR) into their shopping experience, such as virtual try-ons

Statistic 58

44% of shoppers look for comprehensive product details, including ingredients and usage tips, before purchasing makeup online

Statistic 59

66% of consumers follow beauty brands’ Twitter or Facebook pages to stay updated on new products and offers, improving engagement

Statistic 60

65% of makeup purchasers are influenced by the visual presentation of products in online listings, emphasizing the importance of high-quality images

Statistic 61

82% of makeup shoppers take online quizzes to find suitable shades or products, and this enhances satisfaction

Statistic 62

77% of consumers use brand websites to access tutorials, reviews, and customer support, which improves their experience

Statistic 63

68% of online makeup shoppers have used augmented reality try-on features at least once, indicating widespread adoption

Statistic 64

63% of makeup users follow online communities for tips and community-based engagement, influencing brand perceptions

Statistic 65

62% of customers expect brands to have mobile-friendly websites, especially for makeup product browsing

Statistic 66

64% of customers use brands’ mobile apps for easier shopping and personalized recommendations, indicating the importance of app experience

Statistic 67

85% of beauty brands now prioritize mobile-first strategies for better customer experience, reflecting in website and app design

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Sources

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Key Highlights

75% of consumers say they are more likely to purchase from brands that provide personalized customer experiences
60% of makeup consumers prefer brands that offer virtual try-on technology
48% of customers said their loyalty to a makeup brand increased after a positive customer service experience
82% of makeup shoppers read online reviews before making a purchase
70% of beauty consumers have switched brands due to a poor customer experience
65% of consumers are willing to pay more for a makeup product if the brand offers excellent customer support
54% of customers say that timely responses to inquiries are critical for a positive makeup shopping experience
80% of makeup consumers follow a brand on social media seeking exclusive content and customer engagement
62% of customers expect brands to have mobile-friendly websites, especially for makeup product browsing
45% of consumers research makeup brands on multiple channels before purchasing, including social media, reviews, and websites
77% of beauty consumers are more likely to purchase from a makeup brand if it offers virtual consultations
69% of customers say that reward programs enhance their experience with makeup brands
59% of makeup shoppers feel that brands with efficient return policies improve their customer experience

In an era where personalized, tech-savvy, and transparent experiences reign supreme, the makeup industry is transforming customer engagement—75% of consumers now say they are more likely to buy from brands offering tailored experiences, virtual try-ons, and authentic interactions, signaling a seismic shift in how beauty brands build loyal audiences.

Brand Perception and Community Involvement

71% of makeup buyers look for brands with strong social responsibility commitments, which enhances trust and customer experience
53% of makeup consumers trust brands that actively engage through social responsibility campaigns, improving overall brand perception
76% of makeup shoppers are influenced by how well a brand adapts to social issues, rural accessibility, and inclusivity, boosting brand-customer bonds

Brand Perception and Community Involvement Interpretation

In a makeup industry where 71% of buyers prioritize social responsibility, 53% trust brands that actively engage in social campaigns, and 76% value inclusivity and accessibility, beauty brands must realize that a genuine commitment to societal issues isn't just ethical—it's the new foundation for building loyal, trusting customers.

Consumer Confidence and Switching Behavior

70% of beauty consumers have switched brands due to a poor customer experience
44% of consumers hesitate to purchase makeup online due to concerns about product authenticity, prompting brands to improve transparency
72% of consumers say that they are more confident in online makeup purchases when brands showcase real customer photos and testimonials

Consumer Confidence and Switching Behavior Interpretation

With 70% of beauty consumers switching brands over poor experiences and 72% feeling more confident when real customer photos are showcased, the makeup industry is experiencing a clear brushstroke: transparency and genuine engagement are now the truecolors of customer loyalty.

Consumer Preferences and Loyalty

75% of consumers say they are more likely to purchase from brands that provide personalized customer experiences
48% of customers said their loyalty to a makeup brand increased after a positive customer service experience
65% of consumers are willing to pay more for a makeup product if the brand offers excellent customer support
54% of customers say that timely responses to inquiries are critical for a positive makeup shopping experience
69% of customers say that reward programs enhance their experience with makeup brands
59% of makeup shoppers feel that brands with efficient return policies improve their customer experience
68% of consumers report that personalized product recommendations affect their purchase decisions in the makeup industry
54% of customers are more willing to buy from a makeup brand that offers educational content about products and application tips
74% of makeup consumers believe brands that communicate transparently about ingredients foster trust
67% of consumers prefer shopping for makeup products online rather than in-store, citing convenience and variety
85% of makeup buyers look for inclusive shade ranges when choosing products, emphasizing diversity and customer experience
57% of makeup consumers want brands to offer sustainable packaging options, aligning with their values
72% of customers would recommend a makeup brand after a positive customer experience, increasing word-of-mouth marketing
49% of makeup consumers are influenced by celebrity endorsements, impacting their customer experience and brand perception
42% of consumers consider sustainability practices as a top factor in choosing a makeup brand, influencing CX strategies
80% of customers say that a seamless shopping experience across multiple channels increases their loyalty to a makeup brand
69% of consumers say they are more loyal to brands that acknowledge and reward their loyalty, especially in the makeup industry
78% of customers want quick, efficient customer service, with 24-hour support being preferred
70% of consumers believe that a personalized shopping experience makes them more likely to purchase makeup products
59% of online makeup shoppers prefer brands that offer seamless subscription services for product replenishment
83% of consumers think that a knowledgeable customer service team enhances their makeup shopping experience
60% of surveyed consumers have made repeat purchases after a positive customer service experience in the makeup industry
73% of consumers value brands that offer educational content on makeup application, skin compatibility, and product use, enhancing CX
58% of customers prefer shopping from brands that showcase user-generated content, fostering authenticity and trust
67% of makeup buyers say their overall satisfaction increases when brands proactively address customer complaints publicly, online, or through social media
55% of makeup customers make purchase decisions based on how well a brand aligns with their personal values, such as cruelty-free or vegan standards
69% of consumers believe that personalized emails and product recommendations improve their experience with makeup brands
84% of customers say that making an effort to connect emotionally with brands impacts their loyalty positively
41% of consumers have stopped buying from a makeup brand due to perceived poor CX or mismanagement of complaints
77% of makeup consumers prefer brands that label products clearly and provide transparency about ingredients
58% of customers want more options for sustainable and eco-friendly packaging in the makeup industry, influencing CX strategies
63% of consumers are more loyal to brands that provide swift resolution of issues or complaints, building trust and satisfaction
70% of consumers are more likely to revisit a brand that provides virtual reality experiences in stores or online, enhancing their engagement
55% of customers prefer to purchase from makeup brands with transparent pricing and no hidden fees, improving trust
73% of consumers believe omni-channel support (phone, social media, chat, in-store) enhances their overall CX
53% of makeup consumers prefer brands that proactively seek feedback post-purchase, improving ongoing CX
78% of customers look for brands that provide educational content on impact and sustainability, influencing their loyalty

Consumer Preferences and Loyalty Interpretation

In the vibrant realm of makeup, personalized experiences, transparency, and swift, education-driven service not only beautify customer satisfaction but also color brand loyalty—proving that in beauty as in life, the best look is a genuine connection.

Digital and Online Engagement

60% of makeup consumers prefer brands that offer virtual try-on technology
82% of makeup shoppers read online reviews before making a purchase
80% of makeup consumers follow a brand on social media seeking exclusive content and customer engagement
45% of consumers research makeup brands on multiple channels before purchasing, including social media, reviews, and websites
77% of beauty consumers are more likely to purchase from a makeup brand if it offers virtual consultations
51% of consumers reported that live video demos influence their makeup purchase decisions significantly
79% of makeup customers value access to exclusive content and early product releases, improving their overall experience
63% of beauty brands have invested in AI chatbots to enhance customer service, showing a shift toward tech-driven support
88% of consumers check social proof before buying makeup products, including ratings and testimonials, highlighting the importance of online reputation
61% of customers prefer brands that offer virtual try-on directly through social media platforms, streamlining their shopping experience
54% of consumers have abandoned a makeup purchase due to poor website navigation or confusing checkout processes, emphasizing UX importance
76% of makeup consumers follow beauty brands for inspiration and tutorials, enhancing engagement and loyalty
47% of shoppers are influenced by influencer marketing on platforms like TikTok and Instagram for their makeup choices
65% of consumers prefer brands that incorporate augmented reality (AR) into their shopping experience, such as virtual try-ons
44% of shoppers look for comprehensive product details, including ingredients and usage tips, before purchasing makeup online
66% of consumers follow beauty brands’ Twitter or Facebook pages to stay updated on new products and offers, improving engagement
65% of makeup purchasers are influenced by the visual presentation of products in online listings, emphasizing the importance of high-quality images
82% of makeup shoppers take online quizzes to find suitable shades or products, and this enhances satisfaction
77% of consumers use brand websites to access tutorials, reviews, and customer support, which improves their experience
68% of online makeup shoppers have used augmented reality try-on features at least once, indicating widespread adoption
63% of makeup users follow online communities for tips and community-based engagement, influencing brand perceptions

Digital and Online Engagement Interpretation

In an industry where virtual and social experiences now outshine physical counters, makeup brands must blend cutting-edge technology like AR and AI with authentic community engagement to turn digital browsing into lifelong loyalty, as the majority of consumers seek seamless, personalized, and socially connected beauty journeys.

Mobile-Friendly and Accessibility Trends

62% of customers expect brands to have mobile-friendly websites, especially for makeup product browsing
64% of customers use brands’ mobile apps for easier shopping and personalized recommendations, indicating the importance of app experience
85% of beauty brands now prioritize mobile-first strategies for better customer experience, reflecting in website and app design

Mobile-Friendly and Accessibility Trends Interpretation

With 62% of customers seeking mobile-friendly browsing, 64% favoring apps for personalized shopping, and 85% of beauty brands adopting mobile-first strategies, it's clear that the makeup industry now sees smartphones as the brushes that paint the future of customer experience—where seamless, tailored interactions are no longer optional but essential.