With the huge variety of options for every type of cosmetics product, consumers have a lot of questions about what products to buy. Is this lipstick organic? Has this makeup been tested on animals? Can I use coconut oil instead of a chemical-based product?

Where are consumers asking these cosmetics questions? Social media.

To identify key trends in the cosmetics industry, we analyzed six years’ worth of social media data to answer the following questions:

• What do shoppers discuss about cosmetics?
• What makes consumers love or hate a makeup brand?
• What are the ethical standards consumers expect brands to abide by?
• How is the beauty market evolving to keep up with changing preferences?

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