Members of the LGBTQIA+ community represent 9.5% of beauty buyers in the United States and generate 9.6% of spending, according to the NielsenIQ Homescan Panel survey conducted at the end of March 2025.

“Allies” (i.e., consumers who declare their solidarity without belonging to the community) represent 18.2% of buyers and 18.7% of spending.

Certain segments are consumed more than others by members of the LGBTQIA+ community. The most popular cosmetics are bath products, make-up, nail care, suncare and ranges dedicated to hair removal.

The importance of values

Trust in brands is based on ethical criteria. LGBTQIA+ consumers expect brands to: • Support local communities
• Treat their employees well
• Commit to the environment
• Put customers’ needs before profit

“This + community places more importance on the social impact of brands than on their profitability,” sums up Nielsen IQ.

This positioning is also reflected in the perception of major companies. 51% of LGBTQIA+ respondents say they do not have a favorable image of the business world, compared with 35% of American consumers as a whole.

Embodied brands

Several brands created by personalities from the community are recording double-digit growth: • +65.3% …