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One of the examples he points to is personal care company, Dove, in April saying one of the biggest threats to the representation of real beauty is AI. They're celebrating their 20th anniversary of its Campaign for Real Beauty, a marketing effort to showcase all women with no digital retouching, marking the occasion by committing to never use AI to represent real women. Evelyn, I'll come to you first.

So cleaning products, personal care, both growing, but that's growing slightly faster, that non-food and non beverage portion. And then secondly, there's still plenty of room for growth. 83% of grocery sales in America in 2026 will still happen in stores. So growing, still nowhere near the majority. All right folks, that's all we've got time for the game.

Our primary research on US online beauty buyers shares insights into how consumers discover and purchase new beauty brands and products across channels.

Our primary research on US online beauty buyers shares insights into the evolution of consumer habits and preferences in one of retail’s most resilient categories.

UK ecommerce sales have bounced back to steady growth as consumer spending remains resilient despite inflationary pressures. Most major categories will see a further shift online by 2027, bringing opportunities for ecommerce retailers.

Prestige beauty sales have gained the most ground thanks to social media (particularly TikTok) generating interest among younger demographics, relatively widespread distribution through both online and store channels, and the elevation of beauty routines and self-care trends during the pandemic.