How Readers Shopped and Spent

Beauty shopping habits are evolving faster than ever, and 2025 was no exception. To uncover what’s driving these changes, we surveyed more than 400 NewBeauty readers* about how they shopped, what influenced their purchases, and how much they spent on their favorite products. The results paint a clear picture: convenience, digital influence and skin-care splurges are shaping the way beauty lovers invest in themselves. From the dominance of online shopping to the power of social media and professional advice, here’s what stood out most.

Online Shopping Dominates

The majority of readers preferred the convenience of online shopping. A striking 73 percent of respondents said they bought mostly online, while 20 percent reported their purchases were about the same online and in-store. Only 6 percent shopped mostly in-store, showing that digital beauty shopping continues to lead the way.

What Influenced Purchases Most

Social media was the biggest influence on beauty purchases in 2025, with 29 percent of readers citing platforms like TikTok and Instagram as their top source of inspiration. Close behind, 27 percent of respondents said dermatologist or professional advice guided their decisions, and 14 percent pointed to online advertising as a major factor.

How Much Readers Spent Per Month

When it comes to spending, skin care topped the charts for splurges. Regarding skin-care budgets specifically, 30 percent of respondents noted they spent between $100 and $200 per month, 22 percent spent more than $500 per month, and 20 percent spent less than $100 per month. 

Makeup spending was more modest, with 42 percent spending less than $100 monthly, 23 percent spending $100–$200, and 14 percent spending $200–$300. Hair care followed a similar pattern: 41 percent of respondents spent less than $100 per month, 25 percent spent $100–$200, and 13 percent spent $200–$300 monthly. 

The Bottom Line

The data makes one thing clear: beauty consumers are embracing digital convenience, leaning on trusted advice and social trends, and prioritizing skin care as their ultimate investment.

*Source: BeautyEngine Advanced Research, 2026