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We asked the consumer panel OpinionHive about their makeup buying habits and their favourite brands. We learn that men and women in different age groups want to improve their skills and would wear more makeup if they could apply it better. We reveal consumers’ preferred resources for makeup tutorials and reviews taking a particular interest in influencer marketing through YouTube Beauty Gurus.

The free to download fact sheet includes a summary of the research, also available is the full research report and data tables with cross breaks for demographics including: Gender, Age (5 bands), Government Office Region. Household Income, Education Age, Employment Status, Marital Status and Tenure.

Data bundle includes:

  • Summary report
  • Full report including breakdown by age, gender and region
  • Excel tables with cross breaks for all questions and demographics

Question Summary

  • How many regularly wear makeup
  • Makeup brand awareness
  • The UK’s favourite makeup brands
  • Difficulty finding makeup and the best sources if information
  • Reach and efficacy of YouTube influencer marketing

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  • Summary of research results

Data Bundle


  • Includes fully charted reports
  • Includes summary report
  • Includes excel tables with detailed cross breaks

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