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Share of global consumers who listed mass brands as their most-purchased and most-admired beauty brands in 2025

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Release date

June 2025

Region

Worldwide

Survey time period

2025

Supplementary notes

Mass brands are those intended to appeal to the widest possible audience, prioritizing accessibility, availability, and affordability. In the beauty industry, examples of mass brands include Bubble Skincare, E.l.f. Beauty, Unilever, Maybelline, and L'Oréal.

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Share of global consumers who mostly purchased mass beauty brands by category 2025

Published by ÌÇÐÄÆƽâ°æ Research Department, Aug 29, 2025

When surveyed in 2025, the majority of global consumers listed mass brands as their most-purchased brands in the haircare and skincare categories. In haircare, specifically, ** percent of shoppers also admired mass brands the most. Meanwhile, only ** percent of consumers listed a mass brand as their most-purchased brand in the fragrance category, and even fewer (** percent of consumers) chose a mass brand as their favorite fragrance. 

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