Women Prefer Trustworthy and Transparent Beauty Brands

We all have our go-to beauty products - the products we hurry to buy as soon as they run out and the products we're constantly recommending to friends and family. But what makes these products our favorites? Women describe their favorite beauty brands in 3 ways: trustworthy, transparent, and true to themselves. Ultimately, women want beauty products that elevate their look while being reliable and transparent. As part of the POPSUGAR Insights 2019 Beauty DNA Report, we asked US women between the ages of 13 and 54 to tell us about their approach to beauty and share more about their favorite beauty brands.

Above all else, women describe their favorite beauty brands as reliable. The brands they buy time and time again are the ones that they've established a trusted relationship with and can depend on. Over 50% of women say their favorite beauty products are luxurious, though not necessarily from luxury brands. Women's beauty cabinets are nearly evenly split between indie beauty brands, prestige/luxury beauty brands, and drugstore beauty brands. For women, luxury is more about how a product makes them feel than price or brand name.

Women are likely to describe their favorite beauty brands as natural (46%) and cruelty-free (43%). We can expect these numbers to only continue to grow as more women take steps to adopt cleaner beauty routines. Over 1 in 3 women also label their favorite brands as classic (39%), simple (36%), accessible (34%) and trendy (34%).

Women see room for improvement when it comes to beauty inclusivity and diversity. Only 1 in 4 women describe their favorite beauty brands as inclusive, which suggests that beauty brands can do more to ensure their products appeal to a larger audience.