Makeup Brush Insights: What Drives Consumer Choices?
Let’s take a look at what our Beauty Buddies have to say on the subject.
Makeup brushes are essential tools for both amateur and professional makeup artists. They not only facilitate the application of products but also influence the overall finish and longevity of makeup looks. With a wide array of brushes available—ranging from foundation to eye shadow brushes—consumers can tailor their beauty routines to achieve specific results. As such, understanding consumer preferences regarding brush types, materials, and functionality can guide brands in product innovation.
Market Growth and Demand Drivers
The global makeup brush market has been experiencing significant growth, driven by several factors. Consumers are becoming more educated about makeup application, leading to increased demand for specialised brushes tailored to specific needs, such as blending, contouring, or precise application. Social media influencers, beauty bloggers, and makeup artists consistently emphasize the importance of the right brush for achieving professional results, which further amplifies demand.
Additionally, the rise of at-home beauty routines, especially post-pandemic, has contributed to this growing trend. As more consumers invest in high-quality makeup products, they seek equally high-quality tools to apply them, creating a lucrative opportunity for brands to innovate and offer premium brushes.
What Consumers Are Looking For
Consumers are increasingly seeking multi-functional brushes that can serve various purposes. For instance, a brush that can be used for both powder and cream products appeals to users looking for versatility. Brands should consider offering hybrid brushes or brush sets that cater to diverse application needs.
Data shows that consumers often rotate their brushes depending on the occasion. Everyday brushes may differ from those used for special events. This suggests a potential market for seasonal or limited-edition brushes, allowing brands to capitalize on trends and consumer excitement.
With the rise of social media and beauty influencers, makeup application techniques are evolving. Consumers are keen on learning new methods, and brands can engage their audience through tutorials and educational content that highlights how to use specific brushes effectively.
Product Differentiation
To stand out in the competitive market, brands must focus on product innovation. Offering specialised brushes—such as brushes for specific makeup trends (e.g., baking or strobing) or multi-use brushes that streamline beauty routines—can capture niche segments. Brands should also explore the sustainability angle by offering brushes made from biodegradable materials or packaged in eco-friendly ways, appealing to environmentally-conscious consumers.
Educational Content
Beauty brands can build loyalty and trust by offering tutorials, tips, and demonstrations that educate consumers on how to use their brushes effectively. This content-driven approach not only adds value to the product but also increases brand engagement. Collaborating with influencers and makeup artists to create educational videos and social media content can further boost visibility and credibility.
In our in-house market research on makeup brush usage and preferences, key insights have emerged that highlight critical business opportunities. These are the results
Frequency of usage
Based on the survey results, 75% of respondents use makeup brushes daily, showing that the majority rely on these tools as part of their regular beauty routine.
Another 19% use them a few times a week, while only 6% use them weekly or occasionally.
This indicates that makeup brushes are an essential part of daily beauty practices for most consumers, highlighting their importance in the market.
Makeup Brush Ownership
When we asked consumers how many makeup brushes they currently own, 33% reported having 16 or more, making it the largest group. 25% said they own 4–6 brushes, while 20% have 7–10.
A smaller portion, 12%, own 11–15 brushes, and only 9% reported having 1–3 brushes.
This data highlights that most consumers invest in a diverse range of brushes, suggesting a growing demand for specialized tools in their beauty routines.
Usage
In response to whether consumers use all of their makeup brushes regularly, 58% said they do, while 30% only use a few brushes consistently.
Another 12% mentioned they stick to a few favourites and rarely use the rest.
This indicates that while most utilise their entire collection, a notable group tends to favor specific brushes.
Variety of Brands
Regarding whether customers use brushes from the same brand or various ones, 23% of respondents stated that the majority of the brushes in their collection are from the same brand, while 70% of respondents said they possess a variety of brands.
It's evident that people like diversity in their beauty equipment, since just 8% of them use brushes from a single brand.
Preferred Material
23% of respondents said they preferred natural brushes, while 64% said they had no preference between natural and synthetic brushes.
Just 6% of respondents prefer synthetic brushes, and 7% aren't sure.
This suggests that the majority of consumers are flexible regarding the type of makeup brushes they use..
Purchasing factors
When asked what influences their choice when purchasing a makeup brush, 29% of respondents cited durability as the key factor, followed by 21% who rely on online reviews. 20% consider the brush material, while 15% are influenced by brand reputation.
Price plays a role for 12% of consumers, and just 2% prioritize ergonomic design.
This shows that practical factors such as durability and material are top considerations when selecting a makeup brush.
Cleaning Practices
Of those surveyed, 35% said they clean their makeup brushes once a week, while 27% said they do it every two weeks.
13% clean their brushes after each usage, and 20% clean them once a month.
Just 6% of consumers clean their brushes seldom, indicating that most customers keep up regular cleaning schedules to preserve the condition of their brushes.
Nail Concerns
When asked what they typically use to clean their brushes, 62% of respondents said they use gentle soap or shampoo, while 35% prefer a brush cleaner solution.
Only 2% use a DIY cleaning solution (e.g., vinegar, olive oil), and just 1% admitted they don’t clean them regularly.
This indicates that the majority of consumers prioritise effective cleaning methods, with gentle soap or shampoo being the most common choice.
Issues
In response to the question about issues experienced with their makeup brushes, 61% of respondents reported that bristles have fallen out, while 42% experienced their brushes losing shape.
36% faced difficulty cleaning them, and 28% encountered broken brush handles.
Only 16% stated they have experienced none of these issues.
This indicates that a significant number of consumers encounter common problems related to the durability and maintenance of their makeup brushes.
Replacement
Regarding how long consumers typically keep their makeup brushes before replacing them, 34% said they replace them every 6 months to 1 year, while 28% keep theirs for 1–2 years.
14% replace their brushes every 2–3 years, and 16% maintain their brushes for more than 3 years.
Only 8% reported replacing them in less than 6 months.
This suggests that most consumers tend to keep their brushes for a significant period, indicating a focus on quality and longevity in their beauty tools
Individual or sets?
When asked about their preference for buying makeup brushes, 58% of respondents prefer both equally, while 30% mostly buy sets.
Only 11% prefer purchasing individual brushes.
This indicates a strong inclination towards versatility, as many consumers appreciate the option to mix and match brushes according to their needs.
Top Frustrations with Makeup Brushes
When asked about their biggest frustration with makeup brushes, 31% of respondents cited bristles shedding, while 24% struggle with finding the right shape and size.
21% mentioned difficulty cleaning, and 12% feel they are too expensive.
Lastly, 11% are frustrated by brushes not lasting long enough.
This highlights that durability and practicality are key concerns for many makeup brush users.
Are you keen to gather valuable feedback and insights directly from your target audience? Don't hesitate to reach out to us today to discuss the exciting possibilities of running targeted surveys. Let us help you achieve your goals!
We understand the importance of knowing your target audience. Do you make assumptions about your consumers, their preferences, opinions and needs? Understanding your consumers is key to ensuring your business decisions are well-informed and effective.
AT PXBB we run targeted survey campaigns, through Beauty Buddy the app, for our clients. Surveys provide answers, generate fresh data and insights, they substantiate assumptions and also help identify new trends.
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