Native American Beauty consumer spotlight

The population and purchasing power of Native Americans is growing

There are currently 9.7 million1 Native American people living in the U.S. and they make up 3% of the total population. A huge 25% of Native Americans are between 18 and34 years old, and 64% of them identify as being “multiracial.” This population is exponentially increasing and is set to grow 38% by 2060.2  

Native American beauty consumers in the U.S. collectively spend over $2.2 billion annually, with a higher spend per buyer each year than the average buyer. As a result, the overall purchasing power of Native American consumers reached $115 billion in 20183 – an increase of 185% since 2000.  

This is due to the growth of the Native American population and those who identify as multiracial indigenous people, as well as a rise in native-owned businesses. Between 2007 to 2012, the number of Native American-owned businesses increased 15%, 5 times the national average. 

Last year, Native American beauty dollar sales increased  7.2%4, which underpaced total U.S. beauty growth of 8.6%. Overall, Native Americans make up 2.8% of beauty buyers, and account for2.9% of beauty dollar sales.