While 44% of Gen Z and Millennial beauty shoppers buy more of their beauty and skincare products online since the COVID-19 pandemic hit, they are reluctant to try new brands or products without visiting physical stores, according to data from Nosto.  

Some 62% of female shoppers tend to stick with brands or products they have purchased before, according to Nosto, which offers an online platform for optimizing the ecommerce used by beauty and cosmetics brands like Dermalogica, Native, and Kate Somerville.

The study — The Future of Beauty and Skincare Ecommerce: Emerging Trends to Watch in 2021 — compiles responses from the 2,000 U.S. and UK consumers surveyed between the ages of 16 and 35 commissioned by Nosto found that 72% of shoppers are more likely to buy beauty and skincare products from an online store that sends free try-it-before-you-buy-it samples.

About half, 45%, said the presence of virtual try-on facilities using artificial intelligence and virtual reality to experience beauty and skincare products online means they are more likely to buy from an ecommerce store.

The data also suggests that 74% of shoppers are more likely to buy beauty and skincare products from an online store that has reviews throughout the website.

Sixty-eight percent agree when shopping online they are very or somewhat likely to buy beauty and skincare products that use “clean ingredients,” and 65% say the same for products advertised as “cruelty-free testing,” which means no tests on animals.

Only 41% said they were very or somewhat likely to buy beauty and skincare products described as vegan.

High on the list were ways that retailers can personalize the online shopping experience. For example, 66% of survey participants are more likely to buy from brands that use technology that recommends new or relevant products that are similar to what the consumer’s shopping to find. About 63% are more likely to buy from brands that remember their shopping preferences and customizes the online experience.

Some 58% of consumers are more likely to buy from a store that offers an online quiz-like experience to recommend the right products to fit their unique needs.

Online beauty and skincare shoppers also tend to buy from a store or brand that has user-generated content, at 62%; followed by ones that offer an online quiz-like experience to recommend the right products, 58%; products recommended by relevant influencers and/or celebrities that the consumer likes, at 44%; and ones that offer virtual and online beauty consultations with a real person, 41%.