How Americans shop for and spend on beauty now, from a 750-person national study fielded October 2026. Women on GLP-1s and women getting aesthetic treatments are among beauty’s most engaged shoppers, and 44% of consumers still aren’t familiar with K-beauty.

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What’s inside:

• Today’s Beauty Consumer — why spending is changing and the four modern beauty consumers

• Where the Money Goes — where people shop, high vs. low spenders and the aesthetic opportunity

• The K-Beauty Consumer — who uses it and where it can grow

• The GLP-1 Consumer — new concerns, shopping habits and the next wave of users

• Key Opportunities — the consumer wish list and the TCC Take

A few findings:

• 73% of women who have taken a GLP-1 report a new beauty concern, led by skin sagging and hair thinning

• Women who’ve had an aesthetic procedure are more than three times as likely to spend $250+ on beauty products (46% vs. 13%)

• 40% of Gen Z are spending more on beauty than a year ago, versus 14% of Boomers

Who it’s for: Beauty, wellness and aesthetics brands, retailers and investors.

Methodology: Fielded online in October 2026 among 750 U.S. adults ages 18+. Women were oversampled (75%), and figures are stratified to U.S. census demographics. GLP-1 findings reflect current and former users.