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Beauty鈥檚 run of strong retail sales growth is winding down, but new audiences and sales channels will offer opportunities for savvy brands and retailers to regain momentum.

Growth rates will decline, but digital grocery will remain a key focus for retailers looking to drive incremental sales dollars in ecommerce.

The beauty industry is shifting its approach to aging consumers, moving beyond traditional anti-aging messaging to embrace more inclusive, health-focused approaches. "Ageism is the only 'ism' that every person can experience. Aging is a universal experience," said Jacynth Bassett, founder and CEO of Ageism Is Never In Style, on a recent "Behind the Numbers" podcast.

This week, Walmart wins the hearts of US grocery shoppers, secondhand retailers could see a tariff bump, and home is where the breakfast is.

On today鈥檚 podcast episode, we discuss how the beauty industry is venturing into untapped markets, how the conversation of ageism in beauty fits or diverges with the greater trend away from diversity and inclusion, and how brands market to older people while staying relevant with younger audiences. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Principal Analyst Sky Canaves, Analyst Arielle Feger, and CEO and Founder of Ageism Is Never In Style庐 Jacynth-Bassett.

Ulta lost beauty market share for the first time in 2024: The retailer is relying on a new marketplace, enhanced omnichannel experiences, and international expansion to recover sales.

Est茅e Lauder partners with India鈥檚 government to boost local beauty brands: The company is the latest to invest in the country as interest in premium beauty soars.

Grocery sales shifting online is a lasting legacy of the pandemic: We expect 13.7% of grocery sales to occur online this year, more than double the 6.2% share in prepandemic 2019.

Total spirits revenues dropped 1.1% last year: The Trump administration鈥檚 tariffs will only intensify the industry鈥檚 challenges.

A lot happens in a week, so every Friday we're going to analyze all the new data and provide you with some of the key takeaways. Welcome to the Friday 5. This week, the economic blackout day made an impact, ecommerce buoys beauty, and luxury spending continues.

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.

Private label is key to Kroger鈥檚 growth prospects this year: The grocer is relying on its owned brands to attract deal-seeking shoppers.

Most consumer packaged goods (CPG) brands sell through third parties like big box retailers or grocery stores, limiting access to customer data. But loyalty programs create a direct line to first-party data, which 40% of US advertisers cite as their primary strategy to maintain targeting effectiveness in 2025, according to November 2024 data from Proximic.

How can retailers in grocery, the second-largest ecommerce category, optimize their online business to succeed?

Brands in categories where loyalty is lower, such as consumer packaged goods (CPG) and electronics, are particularly at risk. Shoppers want to be rewarded for their loyalty. Price and quality remain at the forefront when it comes to purchasing decisions.

Keurig hopes to capitalize on energy drink boom with Ghost acquisition: The CPG company leaned into the category after weaker-than-expected Q3 sales.

Ecommerce penetration of beauty and personal care sales is rising: 41% of category sales take place on platforms like Amazon and TikTok Shop as consumers respond to virality and convenience.

Constellation Brands imports all of its beer from Mexico: That puts the Modelo parent in a challenging position in wake of US tariffs on imported canned beer and empty aluminum cans.

Amazon's sales share will continue to grow in key product categories. But food and beverage remains a rare weak spot for the ecommerce giant.

In April, Walmart led the retail rankings thanks to its advanced grid-based delivery system and an elevated in-store beauty experience. Amazon followed closely with the testing of a new AI-powered 鈥淏uy For Me鈥� feature designed to simplify purchases. Meanwhile, Temu and Shein adjusted their pricing strategies due to rising import costs, risking their low-price appeal. Here are the eight most interesting retailers and brands from last month, as ranked on our 鈥淏ehind the Numbers鈥� podcast.

The double-digit growth in US consumer packaged goods (CPG) digital ad spend will come to a halt next year and hover around just 6% through 2026, per our forecast.