It's official, multiethnic beauty consumers are on the rise. And unless the beauty company starts to take notice, these consumers are going to be spending their money elsewhere.
According to global beauty industry analyst Karen Grant, some of the fastest-growing demographics in the U.S. as Indians,
Pakistanis, Middle Easterners, Brazilians and Hispanics; the new
multiethnic consumer is typically under age 45, beauty-oriented and
unsatisfied when it comes to her beauty needs. Grant writes in WWD:
The world today is not a black-and-white one. [It is critical to] allow for women to embrace brands without thinking they are making an ethnic choice… Brands that have done well have recognized the potential in their portfolio. The ethnic complexion in the U.S. is constantly changing.
For these consumers, the problem with buying makeup is that since they associate themselves with multiple ethnic backgrounds, it's difficult for them to find brands that represent their beauty needs. And unless these beauty companies start
recognizing and tailoring the market toward these customers, they're
bound to be left behind.