蘑菇AV

Among US beauty shoppers of all ages, beauty and personal care shoppers are most likely to buy in-stores.

Consumers' definition of value is evolving as they demand not just the lowest prices, but quality and convenience too. Gen Z beauty shoppers prioritize innovation and sustainability over price, grocery shoppers seek high-quality products at lower prices, and high fees deter online purchases. Loyalty programs should be tailored to offer consumers the kind of rewards they want most, but not at the expense of brand identity. Here are five key stats to help brands understand what consumers value and stay competitive.

On today's episode, in our "Retail Me This, Retail Me That" segment, we discuss why beauty is doing so much better than the rest of retail, how we've seen the "lipstick effect" play out, and how beauty shopping habits are changing. Then, for "Pop-Up Rankings," we rank our top four beauty brand marketing strategies other retailers can learn from. Join our analyst Sara Lebow as she hosts analysts Sky Canaves and Carina Perkins.

Some 22% of beauty retail sales worldwide will take place online this year, the most of any sales channel, per McKinsey. Physical specialty stores, such as Sephora and Ulta Beauty, will come in a close second (20%), while department stores will rank last (8%).

Marketing beyond the screen: Studios are embracing cross-industry partnerships, with "A Minecraft Movie" leveraging gaming, beauty, and food brands to expand its audience reach and deepen fan engagement before its release.

NWSL secures key women-led sponsorships: E.l.f. Cosmetics and Unwell partner with the soccer league, marking a shift in how beauty and lifestyle brands invest in sports.

Sephora鈥檚 new Hulu docuseries examines the dynamic interplay between beauty and music: The show is part of a broader strategy to meet consumers wherever they are.

From supply chain to shopping apps and retail advertising, we deliver daily insights on ecommerce, marketing, and customer experience. Not a subscriber? Sign up here and get our quizzes sent directly to your inbox to see if you can pick a winner. JULY 1, 2025. True or false? The percentage of cat owners hosting holiday/birthday parties has increased by over 200% since 2018. True.

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

Amazon opens a 鈥減arapharmacy鈥� in Milan: The store is part of a broader push into beauty and personal items and marks its latest attempt to crack the brick-and-mortar code.

Marketplaces play a major role in beauty and clothing, while grocery shoppers rely on in-store visits. Retailers must balance both online and in-store strategies, leveraging loyalty programs and fast delivery to stay competitive.

Beauty brands and retailers target Gen Alpha spending as growth slows: Their beauty obsession makes them a natural focus, but companies have to tread carefully.

The ecommerce giant also launched a low-cost line of essential grocery items, Amazon Saver, in late 2024, with extra discounts for Prime members. The strongest private label retailers draw shoppers to their own brands. Limited-selection retailers (such as warehouse clubs and discount grocers) lean into private label to offer value-focused products and drive customer loyalty to their brands.

As competition intensifies and consumers continue to seek value, retailers will need to double down on how to differentiate themselves and offer shoppers what they want, wherever they are.