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"This is good because it was an example of a brand that is typically very values-oriented...doing something in-house that actually proves that they care about it as opposed to just going out and donating. They're actually changing how they run their business," said our analyst Emmy Liederman. 4. Bath & Body Works.

US beauty shoppers are becoming more price conscious, even as overall spending continues to increase. The lipstick effect may have lost some of its punch, but it continues to support steady beauty sales. We expect US cosmetics and beauty sales to grow a relatively sedate 2.4% this year on strength in the hair and skincare categories.

Louis Vuitton鈥檚 forthcoming beauty launch will test its pricing power. The brand is betting that premium packaging and high-quality products designed by makeup maven Pat McGrath will convince shoppers to spend $160 on a single lipstick鈥攁 risky assumption given the headwinds plaguing the luxury industry. In order for La Beaut茅 Louis Vuitton to succeed, the brand will have to prove to customers that its products are worth the hefty price tag. That鈥檚 easier said than done, given waning enthusiasm for premium beauty and the growing popularity of low-cost dupes.

By category, skin care sales were down 16%; makeup fell 11%; and hair care was off 15%, while fragrance rose 4%. Rival beauty company Coty reported a narrower fiscal Q4 loss after markets closed on an 8% drop in sales. Like Estee Lauder, Coty had sales declines in all regions. Coty said it would launch affordable fragrance mists that would help it return to growth in the coming year.

The Ulta Beauty at Target partnership, which put more than 600 Ulta mini-stores inside Target locations, will end in August 2026 when the current agreement expires. The companies said they mutually agreed not to renew the deal, which launched in 2021. With this business venture set to end, Ulta will focus on new growth opportunities, while Target will gain space to focus on operational improvements and refine its retail strategy.

As consumers trade traditional search engines for social feeds, brands are approaching these platforms as drivers of brand awareness and conversion. TikTok Shop has rapidly become the eighth-largest beauty retailer in the United States, according to a February report from NielsenIQ. 41% of Gen Z turns to social platforms first for finding information, ahead of search engines (32%), AI chatbots (11%), and friends and family (9%), according to a May Sprout Social survey.

Ulta Beauty is tapping into trends like Korean beauty and wellness to stay relevant with younger consumers while Pop Mart has created viral excitement around its collectibles through smart digital marketing and gamification. In addition, Urban Outfitters has launched a back-to-school dorm makeover contest and Away Luggage is enhancing the travel experience with a giveaway. Here are the eight most interesting retailers and brands from last month, as ranked on our 鈥淏ehind the Numbers鈥� podcast.

Household & personal consumables is the sole low-penetration category gaining traction. Cosmetics & beauty penetration will see the biggest gains, driven by influencer-led discovery, Amazon鈥檚 expanding presence in beauty, and rising Gen Z demand. Emerging channels like TikTok Shop are also accelerating the shift. Food and auto remain largely offline:.

North America was a bright spot for L鈥橭r茅al鈥檚 otherwise mixed Q2. Like-for-like sales in the region rose 8.3% YoY, more than twice the consensus estimate of 4%. L鈥橭r茅al鈥檚 bullishness about the health of the beauty sector is decidedly at odds with some of its peers. That doesn鈥檛 mean its optimism is entirely misplaced: L鈥橭r茅al is better positioned than its peers to capitalize on the beauty ecommerce boom, while its local manufacturing model significantly reduces its exposure to tariffs.

Amazon鈥檚 everyday essentials business鈥攚hich includes nonperishable groceries along with beauty, health, and personal care products鈥攊s growing 50% faster than the rest of its retail business, retail CEO Doug Herrington said at an all-hands meeting, largely because more than half of those essentials are now being delivered same- or next-day.

Shiseido is planning a 鈥渨ide-ranging and significant reduction鈥� to its Americas workforce, according to an internal memo first reported by Instagram account Est茅e Laundry. That marks the latest in a string of beauty layoffs, with both Est茅e Lauder and Coty announcing headcount reductions earlier this year. While some of Shiseido鈥檚 problems stem from its misjudged acquisition strategy, its downsizing also speaks to the difficult beauty environment. We expect cosmetics and beauty sales to rise 2.4% this year, less than half of 2024鈥檚 growth rate鈥攁nd a far cry from the 11.2% increase in 2023.

Consumer spending for the 2025 back-to-school shopping season will slow for the second year in a row as growth aligns with full-year retail. Ecommerce and K-12-focused purchases will drive overall spending.

The news: Ulta Beauty acquired upscale UK beauty retailer Space NK for an undisclosed amount, the company said, as it turns to new markets to offset slowing US growth. Our take: The US beauty market is becoming increasingly saturated as more retailers lean on the category to boost sluggish sales. While expanding to new markets comes with its own set of challenges, Ulta鈥檚 decision to rely on acquisitions and distribution partnerships will help smooth its path.

Retail ended 2024 on a high note as mobile shopping drove ecommerce sales and stores staged a comeback. Will the 2025 holiday season be as fruitful?

E.l.f. SKIN is blending product marketing and comedy with 鈥淪unhinged,鈥� a comedy special that doubles as a PSA for sun protection.