What State Buys The Most Makeup?
Makeup is more than just a tool for enhancing beauty—it’s a cultural phenomenon, a billion-dollar industry, and a form of self-expression that varies across different regions. From the glitz and glam of Hollywood to the polished corporate looks of New York City, beauty trends shift based on demographics, income levels, climate, and even social norms. But when it comes down to sheer sales volume, one state consistently outspends the rest in the pursuit of beauty products. So, which state buys the most makeup? The answer, backed by data from beauty industry reports and consumer analytics, might not be entirely surprising: California takes the crown. However, the reasons behind this title and the runners-up in this race offer fascinating insights into American beauty consumption habits.
Makeup Madness: The U.S. State That Spends the Most on Beauty
Why California Dominates the Makeup Market
California’s dominance in makeup sales is influenced by a unique combination of factors, ranging from population size to entertainment industry influence. First and foremost, California is the most populous state in the U.S., home to nearly 40 million residents, which naturally gives it a numerical advantage in consumer spending across all categories, including beauty. But beyond mere population size, the state has an undeniable beauty-centric culture, fueled largely by its ties to Hollywood, the fashion industry, and the influencer economy. Los Angeles, in particular, is a global hub for entertainment, and as such, image-consciousness is deeply ingrained in the culture. Actors, models, musicians, and influencers play a significant role in driving beauty trends, setting standards that trickle down to everyday consumers. The rise of social media has only amplified this effect, with California-based influencers and makeup artists—like Kylie Jenner, Patrick Starrr, and Bretman Rock—frequently promoting new makeup products and techniques that drive high sales volumes.
Another major factor contributing to California’s makeup spending is the climate. The state’s diverse geography means that beauty consumers must adapt their routines to everything from dry desert heat to coastal humidity. This drives demand for a wide range of makeup products, from mattifying primers and setting sprays to prevent melting in hot weather, to hydrating foundations and dewy highlighters that keep skin looking fresh in drier conditions. Moreover, the state’s thriving multicultural population fuels an expansive range of beauty needs. With a high percentage of Latino, Asian, and African American residents, the demand for inclusive foundation shades, bold lip colors, and skincare-infused cosmetics is stronger than in many other states.
Who Comes Close? Other Big Makeup-Spending States
While California takes the top spot, other states also contribute significantly to the makeup industry’s sales. New York, unsurprisingly, is a strong contender due to its status as a fashion capital and cultural melting pot. New York City, in particular, is home to a large number of makeup enthusiasts, from high-end beauty buyers shopping in SoHo’s luxury boutiques to budget-conscious trendsetters scouring drugstore shelves for the latest dupes. Additionally, with one of the highest concentrations of beauty professionals—including makeup artists working in editorial, theater, and television—the state has a strong built-in customer base that regularly replenishes their kits with the latest products.
Another top spender is Texas, where beauty culture thrives in a distinct way. Unlike the minimalist, dewy look often favored on the West Coast, many Texas consumers gravitate toward bold, full-glam styles that require a heavier investment in products such as full-coverage foundations, dramatic lashes, and richly pigmented lipsticks. This is especially true in cities like Dallas and Houston, where beauty pageant culture, social events, and a preference for polished, camera-ready makeup contribute to high sales. Additionally, Texas is home to a growing number of beauty influencers and makeup artists, further cementing its reputation as a state with a deep passion for cosmetics.
Other notable states in makeup consumption include Florida, where the humidity calls for long-wear, waterproof formulas that perform under extreme conditions, and Illinois, particularly Chicago, which has a strong urban beauty culture and access to some of the biggest beauty retailers in the country.
How Consumer Trends Are Changing the Makeup Market
While certain states will always be heavy hitters in the makeup industry, the way consumers buy and use makeup is evolving. In recent years, skincare-infused makeup has been on the rise, as more consumers prioritize products that provide long-term benefits beyond surface-level beauty. States with strong wellness cultures, like California and New York, have seen a boom in brands that emphasize clean ingredients, sun protection, and hydration. Additionally, e-commerce has played a huge role in shifting sales patterns. While large metropolitan areas still lead in total beauty sales, online shopping has allowed smaller states to increase their makeup spending, thanks to accessibility and convenience. Rural consumers who may not have immediate access to luxury beauty stores can now order directly from brands like Sephora, Ulta, and direct-to-consumer companies, broadening the playing field.
The influence of social media cannot be overstated, as TikTok, Instagram, and YouTube continue to dictate beauty trends. Viral makeup products, like Charlotte Tilbury’s Flawless Filter or Dior’s Lip Oil, often sell out nationwide, regardless of location. However, states with higher populations of influencers and beauty professionals—again, led by California, New York, and Texas—tend to see more immediate adoption of trends, leading to higher local sales.
Final Thoughts: What This Says About the Beauty Industry
The fact that California consistently ranks as the state that buys the most makeup is a testament to the intersection of culture, economy, and climate in shaping consumer behavior. The presence of Hollywood, major beauty brands, and social media influencers makes California a powerhouse in beauty spending, but states like New York and Texas follow closely behind with their own unique beauty identities. As trends shift and e-commerce continues to expand, makeup sales may become more evenly distributed across the country, but for now, the beauty capital of the U.S. remains firmly planted on the West Coast. Whether it's high-end brands like Chanel and Tom Ford or drugstore staples like Maybelline and e.l.f., one thing is clear—makeup remains a thriving industry, deeply embedded in the culture of the states that buy the most.