Beauty products are a must-have during the holiday season. According to a study conducted by the American firm The Benchmarking Company, 96% of women have given a beauty or skincare product to a loved one.
The survey was conducted in November 2025 among more than 3,300 American women.
Who do consumers give beauty products to?
Cosmetics are mainly intended for close friends and family. Respondents said they primarily give these gifts to:
• Friends (72%)
• Family members (70%)
• Their spouse or partner (66%)
• Their children (52%)
• Colleagues (30%)
While holidays remain the primary trigger for purchases (85%), other occasions are becoming more common. Birthdays account for 82% of respondents, but nearly one in two also mention purchases “for no particular reason” (48%) or to show appreciation (43%).
When beauty becomes the gift of choice
The report highlights a very personal connection to beauty gifts. Consumers explain their choices by:
• Buying products they would like to receive themselves (63%)
• The feeling of well-being and care associated with these products (61%)
• The belief that everyone likes cosmetics (61%)
• Rhe practical and enjoyable nature of these gifts (59%)
What they buy… and what they would like to receive
Gift sets remain at the top of the shopping list. Among the most popular gifts are:
• Beauty gift sets (66%)
• Scented bath and …
