Key Takeaways
- AANHPI consumers are reshaping beauty standards and spending habits globally.
- They demonstrate considerable purchasing power, with a strong inclination toward cultural integration in beauty products.
- Brands neglecting to engage with AANHPI audiences risk losing market relevance.
AANHPI Consumers: Driving Change in the Beauty Industry
The beauty industry is undergoing a significant transformation, driven primarily by the insights and spending habits of Asian American, Native Hawaiian, and Pacific Islander (AANHPI) consumers. This demographic is setting new standards, challenging brands to move beyond one-size-fits-all approaches and embrace a more culturally nuanced perspective in their offerings. Key data highlights the AANHPI market as a critical force that brands must acknowledge to maintain relevance.
AANHPI women have historically been at the forefront of significant advancements in beauty and skincare. The global appeal of K-beauty and emerging interests in diverse cultural beauty practices, such as Ayurvedic hair regimens, underscore their influence. A recent NielsenIQ report confirms that AANHPI women are not passive consumers; they are powerful trendsetters with exclusive spending habits. For instance, they are 83% more likely to spend over $500 annually on skincare and exhibit a 53% higher propensity to invest in cosmetics and perfumes than other demographics.
Additionally, AANHPI consumers are leading the way in digital engagement, showcasing a remarkable tendency to download beauty retail apps like Sephora and Ulta. This digital presence is reshaping the shopping experience, indicating a shift in how beauty products are explored and purchased. Cultural integration is also essential; traditional beauty practices, once considered niche, are becoming mainstream. A prime example is Beyoncé’s Cécred product line, which incorporates fermented rice water, an age-old technique that highlights the blending of cultural heritage with modern beauty solutions.
The findings from the 2025 report provide further insights into AANHPI consumer expectations and behaviors. About 59% of these consumers expect brands to support social causes, significantly higher than the 51% of the total U.S. population. Furthermore, 70% of AANHPI millennials are inclined to discontinue purchases from brands perceived as devaluing their community. The report also reveals that AANHPI podcast listeners recall consumer packaged goods (CPG) advertisements at an impressive rate of 80%, compared to just 59% among the general U.S. audience.
Internet usage trends among Asian Americans aged 50-64 indicate they are 8% more likely to rely on online resources for product research. Streaming services dominate their TV consumption, with 53% of their viewing time spent on platforms like Netflix and Amazon, which notably feature a diversity of Asian talent.
Jeremy Tran, executive director and COO of Gold House, emphasized the primary role of AANHPI consumers as influential leaders in the economy. He remarked, “In today’s economic climate, their influence is more critical than ever, fueling industries from beauty to sports and beyond.” By recognizing and investing in the AANHPI community, brands can unlock new avenues for growth and innovation, ensuring that they remain relevant in an evolving market landscape.
This dynamic consumer segment demonstrates the necessity for brands to approach beauty with a fundamentally different mindset—one that respects cultural authenticity and embraces the rich diversity of consumer preferences. The call for brands to adapt and engage with AANHPI consumers is not merely a trend but a vital strategy for sustainable growth in the beauty industry.
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