Black Americans struggle to find skincare products that work

Black Americans say skincare brands still have a long way to go in creating products that work well with people of color (48%), according to new research.

A survey of 2,000 Black Americans explored their confidence levels and how access to skincare plays a role.

Results showed that while 60% said skincare brands have come a long way in working with people of color, 48% say there is still room to improve.

Conducted by OnePoll for Aveeno®, the survey found that a majority of respondents deal with some kind of skin concern, such as rosacea or eczema (64%), and 44% of these respondents struggle with it every day.

Consequently, 37% also feel insecure about their skin issues on a daily basis and six in 10 said it negatively affects their confidence when their skin is not at its best.

And Gen Z (64%) and millennials’ (61%) confidence takes the biggest hit when their skin isn’t at its best.

Four in five of all respondents consider their skin sensitive, even if they don’t struggle with a specific concern.

And it’s been quite a long journey for some — 66% of those with sensitive skin were able to tell they suffer with it by 19 years old.

Yet, 31% of all respondents have never seen a dermatologist.

Thirty-eight percent of respondents who particularly struggle with sensitive skin or eczema said it has a negative impact on their life.

“Eczema is the second-most prevalent skin disease to affect Black Americans and it often goes undiagnosed. Despite this, our research shows that Black Americans are not seeing dermatologists on a regular basis,” said Jipsha Thakrar, Aveeno® research and development manager. “It is important that everyone has access to doctors and resources to properly take care of themselves and their skin.”

This may be because more than a third have a hard time finding a doctor that understands their skin health needs (34%).

Black Americans shared that they look for providers that understand their skin (45%), are affordable (41%) and are nearby (34%).

Others said that they hadn’t seen a dermatologist due to availability of timely appointments (25%) and one in five never thought they needed to see a dermatologist at all.

Challenges persist outside of the doctor’s office, too. When it comes to skincare, those surveyed said it’s most difficult to find products that work well for them (40%) and understand what ingredients are good or bad for their skin (37%).

Gen Z, in particular, prioritizes understanding what ingredients make up their skincare (37%).

“Skin is the largest organ in the human body and, as these results indicate, any skin sensitivities or eczema can impact one’s daily life,” said Thakrar. “Skin sensitivities and issues are natural and can be manageable with the right care. Products with ingredients like oats can help nourish sensitive, itchy, dry and eczematic skin, to help those with compromised skin, across ages, feel soothed and moisturized, improving quality of life.”

Survey methodology:

This random double-opt-in survey of 2,000 Black Americans, over 500 of whom have eczema, was commissioned by Aveeno between June 21 and June 26, 2023. It was conducted by market research company OnePoll, whose team members are members of the Market Research Society and have corporate membership to the American Association for Public Opinion Research (AAPOR) and the European Society for Opinion and Marketing Research (ESOMAR).