Which States are the Most Beauty Obsessed?

If you’ve heard the old adage that ‘Beauty is in the eye of the beholder’, then you know that the perception of beauty is subjective. This perception differs across sociologies, cultures and countries, but how does this change on a more local basis? This idea led us to wonder just how beauty changes from state to state and which are the most and least beauty obsessed parts of the United States.

The States with the Most Searches for ‘Makeup’

To figure out which states were the most and least beauty obsessed, we used Google Trends data to analyse the past 12-months of Google Searches across the US for the search term ‘Makeup’. To find out the total number of stores in each state we scoured Google maps for ‘Makeup stores’.

The most makeup obsessed states 

Rank State Searches for ‘Makeup’ Number of Makeup Stores on Google Average Wage State Population
1 New York 2.56% 243 $5.67 19,542,209
2 California 2.46% 285 $3.62 39,557,045
3 New Mexico 2.46% 72 $4.97 2,095,428
4 Texas 2.43% 234 $4.64 28,701,845
5 Louisiana 2.38% 187 $4.45 4,659,978
6 Nevada 2.38% 147 $4.6 3,034,392
7 Arizona 2.33% 290 $4.51 7,171,646
8 West Virginia 2.30% 69 $3.8 1,805,832
9 Mississippi 2.23% 66 $3.91 2,986,530
10 Oklahoma 2.20% 78 $4.51 3,943,079

Taking the title for our most beauty-obsessed state is New York, with 2.56% of all searches in the US for the term ‘Makeup’.

In joint 2nd we find California and New Mexico. California has almost double the population of New York and almost half the average wage but took 2.46% of all searches in the US. Meanwhile, New Mexico matched California’s yearly searches for ‘Makeup’ with just 5% of California’s population.

By total searches, New York is the most beauty obsessed in terms of number of searches, while New Mexico is the most beauty obsessed in terms of population and ratio of makeup stores.

The Least Makeup Obsessed States

Rank State Searches for ‘Makeup’ Number of Makeup Stores on Google Average Wage State Population
1 Vermont 1.41% 72 $4.89 626,299
2 District of Columbia 1.43% 217 $7.37 702,455
3 Maine 1.59% 77 $4.46 1,338,404
4 New Hampshire 1.61% 70 $5.61 1,356,458
5 Montana 1.61% 33 $3.57 1,062,305
6 Wisconsin 1.69% 81 $4.82 5,813,568
7 Massachusetts 1.72% 109 $6.45 6,902,149
8 Alaska 1.72% 50 $5.73 737,438
9 South Dakota 1.72% 26 $4.67 882,235
10 Minnesota 1.77% 108 $4.89 626,299

Taking the title of least beauty obsessed based on the percentage of searches for ‘Makeup’ was Vermont, with the 2nd smallest population out of all the states, it took just 1.41% of all US searches for makeup.

Interestingly, apart from the District of Columbia the least beauty obsessed states; Vermont, Main and New Hampshire are all situated next to each other in North-Eastern area of the US. Perhaps, this means that people situated in less urban areas are less obsessed with makeup.

Interestingly Wyoming, the state with the lowest population and number of stores (27), ranked much higher than expected at 41st with 1.77% of all searches in the US.

 The Most Clothing Obsessed States 

Rank State Searches for ‘Clothing Stores’ Number of Clothing Stores on Google Average Wage State Population
1 New York 2.57% 405 $5.67 19,542,209
2 District of Columbia 2.55% 225 $7.37 702,455
3 Louisiana 2.52% 272 $4.45 4,659,978
4 Mississippi 2.52% 220 $3.91 2,986,530
5 Wyoming 2.42% 132 $4.65 577,737
6 Vermont 2.24% 148 $4.89 626,299
7 North Dakota 2.21% 166 $5.43 760,077
8 South Dakota 2.21% 150 $4.67 882,235
9 Idaho 2.16% 221 $3.6 1,754,208
10 Georgia 2.14% 331 $4.60 10,519,475

As one of the most diverse states in the US, New York comes at the top of our list again with 2.57% of all searches. However, because of the relationship between makeup and clothing we expected results to be much more closely related with ‘Makeup’ searches.

Instead, we see 5 of the lowest populated states; District of Columbia, Wyoming, Vermont, North and South Dakota entering our top 10 for searches of ‘Clothing Stores’.

You can view our full data here – https://docs.google.com/spreadsheets/d/1eWTySfPSIFiWQi9eqyMJ6ZWYPx-ufPmQ9lXayFfizik/edit#gid=1786513442

Skin Conditions by Average Temperature

Dry and oily skin is the bane of many of our existences. Your diet, how much liquid you drink and the range of products you use can be a factor. One of the more variable issues is the location you live in, the temperature, and humidity that your skin has to endure.

Dry skin is a very uncomfortable condition that many of us suffer from time to time, while some, unfortunately, suffer longer than others.

We wanted to see if there was a strong relationship between the average temperature and the number of searches for dry skin in each state.

The Worst States for Dry Skin

Rank State Searches for ‘Dry Skin’ Average Temperature (F)
1 New York 3.42% 45.40
2 West Virginia 2.22% 51.80
3 Nevada 2.22% 49.90
4 New Hampshire 2.19% 43.80
5 Maryland 2.19% 54.20
6 Alska 2.16% 26.00
7 Arizona 2.16% 60.30
8 California 2.16% 59.40
9 Connecticut 2.09% 49.00
10 Colorado 2.09% 45.10

Coming in at the top of our list is New York yet again, with 3.42% of all searches for Dry skin. Interestingly, dry skin seems to be more prevalent in colder countries.

The Best States for Dry Skin

Rank State Searches for ‘Dry Skin’ Average Temperature (F)
1 Hawaii 1.37% 70.00
2 District of Columbia 1.54% 55.70
3 South Carolina 1.64% 62.40
4 Montana 1.71% 42.70
5 Florida 1.71% 70.70
6 Nebraska 1.75% 48.80
7 South Dakota 1.78% 45.20
8 Idaho 1.78% 44.40
9 Alabama 1.78% 44.40
10 Louisiana 1.78% 66.40

Hotter countries such as Hawaii, Florida and South Carolina are among our lowest searched states.

You know you have oily skin if your skin constantly looks shiny and feels greasy within hours of cleaning.

Just like dry skin, we wanted to see if there was a strong relationship between the average temperature and the number of searches for oily skin in each state.

The Worst States for Oily Skin

Rank State Searches for ‘Oily Skin’ Average Temperature (F)
1 New York 4.41% 45.40
2 Hawaii 3.08% 70.00
3 California 2.82% 59.40
4 Mississippi 2.64% 63.40
5 North Dakota 2.56% 40.40
6 Texas 2.56% 64.80
7 New Mexico 2.42% 53.40
8 Delaware 2.38% 55.30
9 Louisiana 2.33% 66.40
10 Arizona 2.29%% 60.30

Yet again, New York is at the top of our list. However, the relationship between the average temperature is much easier to see here. Hotter states (excluding New York) consistently rank higher for searches of ‘Oily Skin’.

The Best States for Oily Skin

Rank State Searches for ‘Oily Skin’ Average Temperature (F)
1 Vermont 0.79% 42.90
2 New Hampshire 0.97% 43.80
3 Montana 1.10% 42.70
4 Wyoming 1.23% 42.00
5 Maine 1.28% 41.00
6 South Dakota 1.41% 45.20
7 Idaho 1.41% 44.40
8 Wisconsin 1.54% 43.10
9 Minnesota 1.59% 41.20
10 Massachusetts 1.59% 47.90

Colder climates such as Vermont, New Hampshire and Montana have the least searches for oily skin.The number of searches indicates that oily skin is more prominent in hotter countries, while dry skin is more prominent in cooler climates.

Haircut Versus Hair Salon Searches by State

Another part of beauty that’s often thought of as a package deal is a person’s hair. Much like makeup and stylish clothes, hair is one of the most worried about and fussed over parts of the body! We all know how long it takes to style our hair in the morning, even if we’d prefer not to say.

Hair Salon – Women

By analysing the search term ‘hair salon’ we found that we could explore which states are the most obsessed with women’s hairstyles

States With the Largest Number of Hair Salon Searches

Rank State Searches for ‘Hair Salon’
1 Delaware 2.88%
2 New York 2.85%
3 New Jersey 2.85%
4 District of Columbia 2.77%
5 Maryland 2.68%
6 Massachusetts 2.54%
7 Pennsylvania 2.54%
8 Georgia 2.48%
9 Maine 2.42%
10 Virginia 2.28%

Interestingly, New York wasn’t our top result. Instead, Delaware with 2.88% and New Jersey with 2.85% of all US searches for ‘hair salon’ came 1st and 2nd respectively, knocking New York from its beauty pedestal.

Haircut – Men

By analysing the search term ‘haircut’ we found we could explore which states are the most obsessed with men’s hairstyles.

States With the Largest Number of Hair Cut Searches

Rank State Searches for ‘Hair Cut’
1 Texas 2.43%
2 Alaska 2.38%
3 Washington 2.38%
5 New Mexico 2.36%
5 California 2.26%
6 Arizona 2.26%
7 Utah 2.24%
8 Illinois 2.21%
9 Oregon 2.16%
10 Hawaii 2.11%

It seems that the men of Texas are much more worried about their haircuts than their New York counterparts with 2.43% of all US searches for ‘haircut’. Followed joint second by the men of Alaska and Washington at 2.38%.

At 42nd, New York men spend much less time worrying about their hair with just 1.82% of all United States searches for the term ‘haircut’.

Hair Loss

Hair loss can be caused by a number of issues from illness to stress and while it’s known to mostly affect men, people don’t realise 1 in 3 women suffer from hair loss or reduced hair volume in their lifetime.

States With the Largest Number of Hair Loss Searches

Rank State Searches for ‘Hair Loss’ Median Age
1 New York 3.02 38.3
2 Kansas 2.65 36.2
3 New Jersey 2.5 39.6
4 Connecticut 2.41 40.6
5 Alaska 2.38 33.3
6 Illinois 2.32 37.7
7 California 2.26 36.2
8 Delaware 2.26 39.7
9 Massachusetts 2.2 39.4
10 Maryland 2.17 38.3

Looking at the results we can see that New York has once again appeared at the top of our list with 3.02% of all ‘hair loss’ searches in the US, closely followed by Kansas with 2.65% of searches and New Jersey with 2.5%.

The Most Beauty Obsessed State Methodology

Each category consists of the latest data from Google, and is standardised using minmax normalisation:

methodology

This results in a score between 0 and 10 for each data point. Each state is then ranked accordingly based on its overall average score.

Overall State Index Table

Rank State Makeup Searches # Makeup Stores Clothing Store Searhes # Clothing Stores Oily Ski Searches Dry Skin Searches Haircut Searches Hair Salon Searches Hairloss Searches Income Index ($) Total (Avg)
1 New York 10.0 0.3 10.0 0.4 10.0 10.0 4.4 9.8 10.0 5.5 7.05
2 District of Columbia 0.2 10.0 9.8 9.9 2.9 0.8 0.0 9.2 2.3 10.0 5.52
3 Delaware 4.4 3.7 3.3 8.9 4.4 2.8 4.0 10.0 5.2 5.3 5.21
4 Alaska 2.7 2.1 0.0 10.0 3.8 3.8 9.6 5.7 6.0 5.7 4.93
5 New Jersey 6.4 0.5 3.5 0.8 3.4 3.5 5.6 9.8 6.7 7.7 4.79
6 Maryland 4.2 0.8 3.3 1.5 4.1 4.0 4.9 8.6 4.6 7.9 4.39
7 Louisiana 8.4 1.2 9.5 1.6 4.3 2.0 6.2 3.9 3.1 2.3 4.26
8 California 9.1 0.1 3.3 0.0 5.6 3.8 8.4 3.3 5.2 3.7 4.26
9 Texas 8.9 0.1 4.2 0.1 4.9 3.2 10.0 3.5 3.8 2.8 4.15
10 Illinois 6.2 0.3 4.9 0.4 3.4 3.5 8.0 3.7 5.6 4.7 4.06
11 Mississippi 7.1 0.6 9.5 2.1 5.1 2.5 6.2 2.5 3.7 0.9 4.03
12 Nevada 8.4 1.5 5.3 2.8 3.9 4.2 6.7 1.8 2.9 2.7 4.02
13 Arizona 8.0 1.2 4.9 1.5 4.1 3.8 8.4 1.4 4.2 2.5 4.01
14 North Dakota 3.3 1.0 6.7 6.7 4.9 2.5 6.4 0.6 2.7 4.9 3.98
15 Rhode Island 4.4 2.8 4.2 7.8 2.6 2.7 3.6 4.7 1.9 4.9 3.96
16 Hawaii 4.4 2.6 0.5 7.0 6.3 0.0 7.1 3.3 2.5 5.3 3.91
17 Connecticut 3.6 2.0 4.0 2.6 2.2 3.5 2.2 4.7 6.2 7.5 3.84
18 New Mexico 9.1 1.0 2.1 3.9 4.5 3.2 9.3 2.2 2.5 0.1 3.79
19 Georgia 5.1 0.4 6.0 0.8 3.9 2.3 5.3 7.3 4.0 2.7 3.79
20 Massachusetts 2.7 0.4 3.3 1.1 2.2 3.3 4.2 7.6 4.8 7.6 3.72
21 Alabama 6.4 0.5 6.0 1.8 3.9 2.0 5.8 3.7 3.8 1.4 3.54
22 Kansas 4.2 1.5 4.0 2.7 3.5 2.2 5.8 1.0 7.7 2.8 3.53
23 Washington 4.0 0.5 1.2 0.9 2.4 3.0 9.6 3.7 3.8 5.6 3.46
24 Virginia 3.6 0.4 1.9 1.2 3.4 3.2 5.8 5.9 3.7 5.6 3.44
25 Pennsylvania 4.7 0.1 2.3 0.5 3.0 3.3 4.4 7.6 3.7 3.5 3.32
26 Oklahoma 6.9 0.5 5.1 1.6 3.5 2.8 6.9 0.8 2.5 2.5 3.31
27 West Virginia 7.8 1.1 1.2 3.1 2.7 4.2 6.4 2.5 3.5 0.6 3.31
28 Kentucky 6.7 1.1 4.4 1.4 3.2 3.3 5.6 1.6 3.3 2.1 3.27
29 Colorado 4.2 0.6 4.9 0.6 2.7 3.5 5.8 2.7 2.1 5.1 3.22
30 Oregon 4.0 1.0 3.5 1.7 2.4 3.0 7.6 2.7 3.5 2.4 3.19
31 Utah 5.6 0.0 4.9 2.5 3.2 2.5 8.2 0.0 2.7 2.2 3.17
32 Vermont 0.0 3.6 7.0 7.3 0.0 2.5 2.4 4.9 0.4 3.5 3.16
33 Tennessee 5.6 0.4 5.8 1.1 3.2 2.7 5.3 2.7 2.5 2.2 3.14
34 Arkansas 6.2 0.9 5.8 3.3 3.0 3.0 5.8 0.0 2.3 0.9 3.12
35 Wyoming 3.1 0.8 8.6 7.0 1.2 2.7 3.3 1.6 0.0 2.8 3.12
36 Florida 5.1 0.2 3.0 0.2 4.0 1.7 5.6 5.7 3.5 1.8 3.07
37 Minnesota 3.1 0.5 5.8 1.4 2.2 2.7 6.2 0.6 2.5 5.6 3.07
38 New Hampshire 1.8 1.6 2.1 5.5 0.5 4.0 1.6 5.1 2.9 5.4 3.03
39 Michigan 4.4 0.2 3.5 0.7 2.8 3.2 5.1 4.1 3.8 2.3 3.02
40 Nebraska 4.2 1.2 3.7 3.7 2.4 1.8 7.1 0.4 1.9 2.9 2.95
41 South Dakota 2.7 0.8 6.7 5.2 1.7 2.0 4.4 1.0 1.5 2.9 2.90
42 North Carolina 4.0 0.2 3.7 0.8 2.9 2.2 4.7 5.3 2.7 2.4 2.89
43 South Carolina 4.4 0.7 3.7 1.6 3.2 1.3 5.1 4.7 1.9 1.9 2.85
44 Iowa 3.1 0.7 5.8 2.7 2.6 2.7 5.8 0.4 1.2 3.3 2.81
45 Missouri 3.8 0.6 5.1 1.2 2.9 2.7 5.6 1.0 2.1 2.6 2.76
46 Idaho 4.2 1.0 6.3 3.8 1.7 2.0 5.6 1.4 1.5 0.1 2.75
47 Ohio 4.0 0.2 4.0 0.6 2.9 2.7 4.7 2.4 2.7 2.8 2.69
48 Maine 1.6 1.8 1.4 5.9 1.3 2.7 2.4 6.9 0.0 2.3 2.63
49 Indiana 4.0 0.5 2.6 1.2 2.7 2.3 5.8 1.6 2.3 2.8 2.57
50 Montana 1.8 0.9 4.0 6.4 0.9 1.7 6.4 2.2 0.4 0.0 2.46
51 Wisconsin 2.4 0.3 1.6 0.7 2.1 2.2 5.6 2.4 2.7 3.3 2.32

Taking the overall title for the most beauty obsessed state is New York. Surprisingly, the District of Columbia takes 2nd place – it had the highest average wage and, despite its small population of just 700,000, the state has the largest number of makeup stores. D.C. is followed by Delaware in 3rd and Alaska in 4th.

The state taking the title of the least beauty obsessed is Wisconsin, closely followed by Montana and Indiana. Interestingly, both our top and bottom beauty contenders are situated in the North of the US.

You can view our full data here – https://docs.google.com/spreadsheets/d/1eWTySfPSIFiWQi9eqyMJ6ZWYPx-ufPmQ9lXayFfizik/edit#gid=1786513442

Sources:

 

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