Press Release

New Tinuiti Study Shows Men as Most Frequent Online Beauty Buyers

Additional data reveals 41% of men ages 18-34 head to Amazon to shop for beauty products online

New York, NY — July 9, 2019 — The beauty industry, valued at more than $93 billion in North America alone, has seen rampant innovation and disruption in recent years. The advent of online and mobile commerce, social media influence, and changing consumer trends around sustainability, wellness, and diversity have opened the door to a wealth of upstart beauty brands and new business models. To help brands map the most viable path through this changing landscape, Tinuiti asked 2,001 consumers aged 18-65 about their beauty shopping habits, including where they shop for beauty products, which devices they use when shopping online, how they discover new products and what factors drive their purchase decisions. Released today, Tinuiti’s 2019 U.S. Forecast on Beauty Shopping Trends provides data and actionable insights to help beauty brands prioritize initiatives across channels and identify opportunities for growth.

“It’s incredible to see gender stereotypes continue to be defied, specifically with the rise in men buying beauty products. Influencers like James Charles and Manny Mua are breaking barriers to show how both men and women can have fun with beauty products. In fact, our data showed that more men than women are shopping more frequently online for beauty and grooming products. Savvy brands are able to address this growing market through relevant content and product creation,” said Dalton Dorne, CMO, Tinuiti.


Image taken from The 2019 U.S. Forecast of Beauty Shopping Trends, courtesy of Tinuiti. For details visit


About Tinuiti

Tinuiti is the new name for Elite SEM and its recently acquired agencies CPC Strategy, Email Aptitude and OrionCKB. Tinuiti is a performance and data-driven digital marketing leader that helps clients Identify, Acquire, and Engage customers across the digital media ecosystem while their post-click solutions Retain and Reactivate consumers as they continue their digital journey. With expertise in Search, Social, Amazon & Marketplaces, Mobile Apps, EMail Marketing and more, every solution is built on best-in-class data and analytics, brought to life by brilliant creative execution, and powered by exceptional strategists. Clients include Bombas, BB&T, Eddie Bauer, Ethan Allen, Etsy,, Rite Aid, Seventh Generation, The Honest Company, Tommy Bahama, Terminix, Vitamin Shoppe. For more information visit

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