With fall just around the corner, many Americans are getting back into the swing of things and adjusting their schedules after the carefree summer months. Beauty routines, in particular, are one area where change may be in the air, as choosing to adapt your beauty routine with the seasons can support different skincare goals and lifestyle needs.  

Currently, 12% of Americans refresh their beauty routine every few months, meaning a seasonal reset might be in store. Millennials lead the way in this cadence, which is also popular among low-income earners.  

Of course, seasonal beauty routines are more than just a cosmetic choice; they also reveal consumer behaviors from online shopping to plant-based meats and everything in between.

Feeding the Celebrity Gossip Mill: Those who change their beauty routine every few months are nearly 40 times more likely than those who don’t refresh their beauty routine to share celebrity gossip on social media ‘every day or frequently.’ This group is also more than twice as likely to watch reality TV–no doubt feeding into their celebrity gossip sesh. 

Shopping Online: Seasonal beauty routine changers are 17 percentage points more likely than non-changers to have bought beauty products online recently. Beyond beauty, this demographic is the most likely to say they do all of their shopping online, outpacing all others by 22 percentage points. 

An Eye for Design: Nearly half of those who change their beauty routine every few months follow trends in interior decorating ‘very closely,’ outpacing all others by at least 28 percentage points. Given that 45% of seasonal beauty refreshers use Pinterest daily, it’s possible that their inspiration boards are filled with decor trends to watch. 

The Impact of Rising Prices: Three in ten of those who refresh their beauty routine every few months say they are driving more, even with the rising gas prices. Given that nearly half of this group (45%) also say their desire to leave the house has increased in the last six months, it’s clear that costs are not holding them back–or keeping them home. 

Animal-Friendly: Forty-seven percent of seasonal beauty routine changers have tried and liked plant-based meats. So it may come as no surprise that this group is also roughly 5 times more likely to be vegetarian than those who do not refresh their makeup routine. 

Clearly, those who change their beauty routines every few months are far from fickle. In fact, the data show that their preferences are strong and clear. From reality TV to online shopping and a penchant for not not eating meat, these consumers may change their makeup but hold firm in their values.