A new UK study from Yonder Consulting has revealed the strong influence daughters have on their mothers’ beauty habits. While 83% of daughters aged 10-12 and 75% of those aged 13-15 introduce new beauty products to their mothers, this influence drops significantly after 18 to just 45%.
Yonder surveyed over 1,000 women, finding that 59% of mothers with daughters aged 16-18 make it a point to introduce their daughters to beauty and skincare routines from an early age, showing the importance of early years in shaping beauty habits.
Mothers also play a crucial role in instilling core values around beauty and self-confidence, with 66% of mothers with younger daughters believing they are the primary influence. However, this influence diminishes to just 27% for mothers of older daughters, as children gain independence. Despite this, many mothers (82% with children aged 10-12) remain concerned about the pressures their daughters face from social media.
The study also highlights the ongoing bond between mothers and daughters through beauty shopping and product sharing. With 72% of mothers of 10-12-year-olds saying their daughters often borrow beauty products, there’s a shared journey of exploration. However, as daughters grow older, the focus shifts toward individual use, and mothers face the challenge of balancing their guidance with supporting their daughters’ growing independence in the beauty space.
Kristen Earp, associate director at Yonder Consulting, said: “The data shows that mothers play a crucial role in shaping their daughters’ beauty habits, especially during the early teenage years. However, as daughters gain independence, both the influence of mothers and concerns about beauty standards – particularly those amplified by social media – tend to decrease. This presents a unique opportunity for beauty brands to engage with mothers and daughters during these formative years, while also addressing the evolving pressures daughters face as they grow older.”
