A survey of more than 1,700 NewBeauty readers revealed some unexpected insights about who’s shopping for luxury skin care on Amazon. Contrary to the assumption that younger, more tech-savvy shoppers might be the primary Amazon beauty customers, our data shows a different picture.
The age group most represented among Amazon beauty shoppers was 40-55 years old. Specifically, 43-year-olds made up 3.7 percent of respondents, 44-year-olds accounted for 3.6 percent and 46-year-olds represented 3.5 percent of respondents.
In contrast, younger age groups had lower representation, with those in their 30s making up a smaller percentage of respondents. This trend continues into the older age brackets, with representation declining significantly for those over 55.
What This Age Group Has to Say
The experiences of our readers in the 40-55 age group reflect a mix of enthusiasm and caution. A 50-year-old reader shared, “I find it easy to shop for beauty products on Amazon. It’s easy to find the products and the reviews. Bonus is that you can return things if necessary!” This sentiment highlights the convenience that draws many to the platform.
However, not all experiences are uniformly positive. A 48-year-old reader noted, “Great variety but you definitely run the risk of getting a counterfeit product.” Another 48-year-old described the experience as “Hit or miss. Mostly drugstore brands, some French skin care.”
This cautiousness is further exemplified by a 47-year-old reader who said, “They have good deals at times, but I tend to be hesitant in case the products are old or counterfeit. I try to pay attention to the seller to see if it’s the actual brand rather than a different seller. I haven’t had any issues with what I’ve purchased, but have just heard to be wary.”
Interestingly, the 40-55 age group also aligns with the demographic most likely to have concerns about Amazon purchases. Of those who expressed hesitations about buying beauty products on Amazon, this age group was most represented.
This suggests that while this age group is the most likely to shop for luxury skin care on Amazon, they’re also the most cautious about it. They’re willing to use the platform for its convenience, but they’re also aware of the potential pitfalls and are likely to be discerning customers.
Despite the concerns, some readers in this age group find unique benefits to shopping on Amazon. As one 47-year-old reader said, “Love to find some great Korean and Japanese products on Amazon,” highlighting the platform’s ability to provide access to international brands that might be harder to find elsewhere.
While the 40-55 age group leads in luxury skin-care purchases on Amazon, their approach is, understandably, one of cautious enthusiasm. For authentic, award-winning beauty products, shop NewBeauty’s Amazon Storefront here.
